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Archive for November, 2006

FutureNow Post
Thursday, Nov. 16, 2006 at 6:54 pm

Your Unreal Conversion Rate

November 16th, 2006

I’m an avid reader of Avinash Kaushik’s blog, Occam’s Razor, and I quietly anticipate each new post. In general, Avinash is incredibly insightful, thought-provoking, and just fun to read. 

But as a fan and follower of his work, I was surprised by many of the statements in his recent post, "Measure the Real(tm) Conversion Rate & Opportunity Pie." It’s almost as if Occam cut himself shaving.

It’s possible that Avinash didn’t have time to examine every angle—especially since he was…

...continue to read "Your Unreal Conversion Rate"

FutureNow Article
Wednesday, Nov. 15, 2006

Are You Stranding Your Long-Tail Customers?

November 15th, 2006

Not everyone coming to your website is in the early phases of the buying process and starting from scratch. Some of your visitors come to you with their research completed. They know what they want. They’re looking for you to deliver quickly and easily.

How do you recognize these customers? The easiest way to identify them is through the keywords and phrases they use to find you in the search engines. Look for the “long-tail” terms … the under-represented but highly…

...continue to read "Are You Stranding Your Long-Tail Customers?"

FutureNow Article
Wednesday, Nov. 15, 2006

Make Your Live Chat Persuasive

November 15th, 2006

Persuasion begins when you anticipate your customers’ needs. This is true for every buying and selling persuasion scenario you design into your website. Even Live Chat!

Live Chat doesn’t have to be a tack-on concession to customer service. It can be an integral part of your site’s persuasive process. The trick is understanding how to use the technique to advantage and exhaustively planning the Live Chat experience so it fits seamlessly into your bigger picture.

Here are some ideas to get you…

...continue to read "Make Your Live Chat Persuasive"

FutureNow Post
Monday, Nov. 13, 2006 at 11:33 am

Roy on Customer Experience…

November 13th, 2006

From today’s Monday Morning Memo:

Your website architecture dictates your customer’s experience. Architecture has nothing to do with graphics. Did your website have an architect? Or was it designed by the programmer? By the graphic artist? By you?

A programmer asks, "Does it function?" A graphic designer asks, "Does it ‘feel right’ and represent us well?" An owner asks, "Does it say what I want it to say?" An architect asks, "Did the customer find their answer?"

Read the entire memo (and while you’re there,…

...continue to read "Roy on Customer Experience…"

FutureNow Post
Friday, Nov. 10, 2006 at 12:26 pm

Change Your Business’ Lifestyle

November 10th, 2006

I recently finished the last of what seemed like endless trips for my promotional book tour. Many people came up and said, “You look good. What did you do to lose all that weight?” For years, I’d tried everything to lose weight. But this time my motivations and actions were different.

My elder brother and business partner, Jeffrey, had an executive physical. He was warned that travel, 16-hour days, stress, restaurant food, and the rest of his lifestyle were taking their…

...continue to read "Change Your Business’ Lifestyle"

FutureNow Post
Monday, Nov. 6, 2006 at 7:53 am

Looking for a Persuasive Copywriter? Try the Center for Digital Democracy

November 6th, 2006

Those of you who don’t regularly spend time hanging out on the Web Analytics Forum (tsk, tsk, there’s a ton of great stuff over there) can be forgiven if you haven’t yet heard of the Center for Digital Democracy, or their formal complaint to the FTC requesting an investigation into “the online marketplace.” You can read all the dirty details by downloading the PDF directly from their site, or you can spend 5 minutes reading the rest of this post,…

...continue to read "Looking for a Persuasive Copywriter? Try the Center for Digital Democracy"

FutureNow Post
Thursday, Nov. 2, 2006 at 3:43 pm

It’s [ClickZ] Election Season

November 2nd, 2006

The ClickZ Marketing Excellence Awards 2006 voting is open. Like all good elections there is a lot of behind the scenes campaigning going on, including emails from friends that we have at many of the companies listed. I have already voted and have several favorites in the categories. I will spill the beans on only one company that I voted for. I’d be glad to share if you want to know why!

...continue to read "It’s [ClickZ] Election Season"

FutureNow Article
Wednesday, Nov. 1, 2006

How Who Why What

November 1st, 2006

In the broadest sense, persuasion is about one entity (an organization of any stripe) trying to persuade another entity (usually an individual) to do something. Take action. Satisfy the conversion goal of the site.

I get a number of emails pleading, “Grok, would you lay off the retail examples and help us long-suffering [fill in non-retail type] businesses?” To which I always reply, “Retail is an easy way to demonstrate the principles, but those principles apply across the board.” My correspondents…

...continue to read "How Who Why What"

FutureNow Article
Wednesday, Nov. 1, 2006

Doing Unto

November 1st, 2006

I’ve decided. When it comes to this online stuff, I want to rewrite The Golden Rule. You know, the one that says, “Do unto others as you would have them do unto you.” I’m definitely not opposed to folks extending themselves for others … I just don’t think folks should always use themselves as the yardstick of doing unto.

So, in the world of online business, what’s a better way to look at The Golden Rule? How about, “Do unto others…

...continue to read "Doing Unto"

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