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Archive for July, 2005

FutureNow Post
Friday, Jul. 29, 2005 at 12:51 pm

Hey jetBlue- how much revenue does Online Flight Check-in generate?

July 29th, 2005

Jetbluecta_5Another short anecdote to end the week on an educational note!

I’m trying to arrange my travel plans for the fall dates that are filling up ever so quickly.’s Annual Summit is coming up in Vegas, so I’m thrilled at the opportunity to fly jetBlue again.  Love jetBlue. Can’t praise them enough. Their flight service, that is. Their conversion practices, now that’s another story.

Anyone who’s familiar with our stuff, or ever heard us speak, knows of the 3 questions every page…

...continue to read "Hey jetBlue- how much revenue does Online Flight Check-in generate?"

FutureNow Post
Thursday, Jul. 28, 2005 at 2:49 pm

Calculate Your Conversion Rates

July 28th, 2005

Measuring site performance is vital. Yet many of us have trouble understanding exactly what should be measured. Obviously, an essential key performance indicator (KPI) for all sites is conversion rate. In addition to overall conversion rate, there are two others. Let’s explore all three:

Overall conversion rate: Total number of actions considered conversion divided by total number of visits. This is a site’s overall effectiveness rating for getting visitors to fulfill your goals within a single visit. Scenario conversion rate: Total number of visitors…

...continue to read "Calculate Your Conversion Rates"

FutureNow Post
Wednesday, Jul. 27, 2005 at 2:44 pm

Does your messaging really matter?

July 27th, 2005

A quick anecdote from my walk to the office this morning. 

For those of you who are unfamiliar with the Carroll Gardens section of Brooklyn, there’s approximately 326 excellent Italian Patisseries per square block.  Luckily for each of them, on this seemingly 100 degree morning, there were no shortage of customers in need of cold drinks, and a cool place to read the morning paper.  Cafe after cafe I walked past in search of my morning Iced Coffee, and each one…

...continue to read "Does your messaging really matter?"

FutureNow Post
Wednesday, Jul. 27, 2005 at 12:22 pm – Do You Market To Women?

July 27th, 2005

Forbes_michelle_millerIf you want women to buy from you then you should be reading Michelle Miller’s WonderBranding: Marketing to Women blog. I say that beacuse she’s awesome smart, a friend, a partner (through the Wizard of Ads group) and because Forbes thinks so too.

Take a look at what has to say about the WonderBranding: Marketing to Women blog.

...continue to read " – Do You Market To Women?"

FutureNow Post
Wednesday, Jul. 27, 2005 at 12:20 am

When Setting Goals For Your Site, Shoot For the…Industry Benchmark !?

July 27th, 2005


"Hey John, did you see our conversion rate is 1.71%!"

"Woooooohoooooooo, I just saw on the Fireclick index that everyone dropped to an average conversion rate of 1.50%"

"Those poor suckers"

"Let’s break out the Dom and celebrate!"

When setting goals for your site’s conversion rate I suppose you could look at the collective metrics of your online peers, use these conversion rates as a benchmark, and celebrate if you happen to be doing better.  But what if you are doing worse? Then you should look…

...continue to read "When Setting Goals For Your Site, Shoot For the…Industry Benchmark !?"

FutureNow Post
Wednesday, Jul. 27, 2005 at 12:00 am

Do You Have Any Women Visiting Your Site?

July 27th, 2005

Then here is a blog you’re gonna need to subscribe to.

Future Now’s very own VP of Client Services, Holly Buchanan,  has officially entered the blogosphere.  You’ll find plenty of examples and  practical nuggets that you can implement in your online efforts to sell and market to women.  Holly knows her stuff, but please don’t take my word for it, just take some of her advice and your improved conversion rate will convince ya.

Check it out!

Marketing To Women Online – How To Shatter Stereotypes…

...continue to read "Do You Have Any Women Visiting Your Site?"

FutureNow Post
Monday, Jul. 25, 2005 at 2:44 pm

Are You A High-Tech Guinea Pig?

July 25th, 2005

If so, our pals over at Techsmith are looking for a few good folks to test a new software/web application. You should have either novice-intermediate or good computer expertise. Participants from both groups wills work in pairs, so you may apply together. There will be monetary compensation. The tests will take place on Saturday, July 30, at Fog Creek Software’s office in Manhattan and will last an hour.

Here is what they are looking for…

Helper-Group (7 people)

Intermediate to good computer expertise Possible…

...continue to read "Are You A High-Tech Guinea Pig?"

FutureNow Post
Friday, Jul. 22, 2005 at 2:54 pm

Optimize Online Lead-Gen for Offline Sales

July 22nd, 2005

Internet Retailer reports Internet retail sales in the U.S. are ballooning at a very healthy rate, about 25 percent in 2004. But as I reported last year, the Internet still influences more offline spending. When the transaction is completed somewhere other than an online shopping cart, how do you measure and optimize your site’s role in the conversion process?

With the new marketing and advertising landscape, companies are demanding greater accountability for their ad spend. Current technology and better persuasive planning can…

...continue to read "Optimize Online Lead-Gen for Offline Sales"

FutureNow Post
Sunday, Jul. 17, 2005 at 9:54 pm

Beware of Large Numbers!!

July 17th, 2005

If you converted 1,000,000 visitors into subscribers to your paid online service in one year, surely you’d considered yourself an online success, right? 

But what if you had 7 million unique visitors, per day?  What if your digital competition was non-existent?  What if your brand was so strong, it drove 40 million visitors to your offline product, in just 3.5 months? 

Would 1 million subscriptions still feel the same? 

Major League Baseball thinks so, but I must respectfully disagree.

If you’re not…

...continue to read "Beware of Large Numbers!!"

FutureNow Post
Friday, Jul. 15, 2005 at 5:18 pm

The Sun Will Come Up Tomorrow; doh!

July 15th, 2005
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