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Archive for September, 2006

FutureNow Post
Monday, Sep. 4, 2006 at 2:07 pm

What Does Green Mean?

September 4th, 2006

Trafficlight_1I posted a rant over on my own site today regarding the illogical use of ‘green’ by a petroleum company. It got me thinking about web sites.

There’s a great chapter in Call to Action about the use of color on your site and Jeffrey and Bryan are always talking about people using the wrong color for the right message. For example, which of the following statements delivers conflicting information because of the color and which delivers confirming information?

This item is in stock…

...continue to read "What Does Green Mean?"

FutureNow Post
Friday, Sep. 1, 2006 at 4:22 pm

The Risk of Conversion Rate Optimization

September 1st, 2006

What are you doing to increase conversion?

Analytics-based optimization A/B testing Online surveys and offline focus groups Site search functionality overhaul Total site redesign Insert your own tactic du jour here

Which tactic requires the most effort and resources? Why did you choose one tactic over another? Can you articulate the risk of your efforts? Have you tried all the above, only to experience marginal improvement?

Continue reading my column at ClickZ…

...continue to read "The Risk of Conversion Rate Optimization"

FutureNow Article
Friday, Sep. 1, 2006

Cats Tune-In to Cats

September 1st, 2006

Consumer-generated reviews can help you convert customers on your site and drive customers to your site.

I’ve got two goofy cats. One can be lying in totally hedonistic, slumbery bliss. I can walk into the room and get ignored, but the second my other cat walks through, the eyes slide open, the body stiffens slightly and all attention is riveted on the cat in motion. Where’s she going? What’s she up to? Has she found something I need to know about?…

...continue to read "Cats Tune-In to Cats"

FutureNow Article
Friday, Sep. 1, 2006

Narratives Come Before Scenarios

September 1st, 2006

Capture the dramatic story of your site before you turn to the more detailed process of creating scenarios.

What’s the best way to deliver a memorable, persuasive message? Tell a story. Don’t believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop’s Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you’ll see many parallels with Persuasion Architecture™.

The essence of Persuasion Architecture™ is a story. It involves building the characters, creating a narrative plot…

...continue to read "Narratives Come Before Scenarios"

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