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Archive for March, 2007

FutureNow Post
Friday, Mar. 30, 2007 at 1:01 pm

Measuring the “Piss-Off Factor”

March 30th, 2007

operator“It was like this sales woman was following me all over the store. I told her I didn’t want any help, but she didn’t listen to me,” commented my co-worker John Q. “She was always right on me, constantly looking over my shoulder. I half expected her to come into the dressing room and help me into my underwear!”

Wow… creepy.

Sound bizarre? It’s a real experience, though in the virtual world. John was shopping online at an ecommerce site and was…

...continue to read "Measuring the “Piss-Off Factor”"

FutureNow Post
Friday, Mar. 30, 2007 at 12:47 am

Conversion Rate Optimization, Upside Down

March 30th, 2007

Heirarchy of Optimization Way too many conversion rate optimization projects are coming up empty. Companies feel they work too hard for too little return.

Most conversion rate optimizations efforts are focused on pages and elements (we’ve identified over 1,000 variables) but don’t focus on the entire persuasion scenario. That’s how people cheat themselves. Most organizations face structural issues that prevent them from recognizing or correcting the problems. They simply optimize blindly.

Perhaps if I explain the issue, this column will help some smart CEO or…

...continue to read "Conversion Rate Optimization, Upside Down"

FutureNow Post
Thursday, Mar. 29, 2007 at 7:25 am

The Web’s Old Wives Tale: People Don’t Read Online

March 29th, 2007

People Do Read OnlineWeb developers like to say it. Designers love to say it. Web execs feel good saying it to justify investing as little as possible–and in the lowest quality content they can get away with.

People Don’t Read Online? Bull-crap!

If only I had a nickel for every time I’ve heard that statement, I’d make Bill Gates look like a pauper. Think about it. What’s the first thing most people do when they get online… read their email. What’s better yet, new research…

...continue to read "The Web’s Old Wives Tale: People Don’t Read Online"

FutureNow Post
Thursday, Mar. 29, 2007 at 7:13 am

What We Call The News

March 29th, 2007

JibJabLogoThe folks over at JibJab are at it again :-) Check out their newest video “What We Call The News.”

Sometimes humor has to stretch the truth to be funny, the sad part is that on this topic they don’t. It’s been said that we get the government we deserve. Do we also get the journalism we deserve?

...continue to read "What We Call The News"

FutureNow Post
Wednesday, Mar. 28, 2007 at 4:34 pm

From The Stupid Persuasion Techniques File: Microsoft Again…

March 28th, 2007

Wired News reports that “Microsoft Sends Secret Dossier on Reporter, To Reporter“–there’s a lot more details there and it’s a fun read. Microsoft really needs to buy a copy of How To Win Friends And Influence People by Dale Carnegie.

If you haven’t read it, I highly recommend you do.

...continue to read "From The Stupid Persuasion Techniques File: Microsoft Again…"

FutureNow Post
Wednesday, Mar. 28, 2007 at 10:36 am

Present, Persuade, Powerful…

March 28th, 2007

If I were allowed to share only three words to describe what Bert Decker is all about, there they are.

I had the privilege of spending a few hours catching up with Bert in his hometown of San Francisco. Bert’s been busy. He’s just agreed to be one of the judges of the World’s Best Presentation contest with Guy Kawasaki, Garr Reynolds and Jerry Weisman. He’s coaching quite a few execs and organizations on how to create communications experience. What we do for marketing…

...continue to read "Present, Persuade, Powerful…"

FutureNow Post
Wednesday, Mar. 28, 2007 at 7:02 am

Are Websites Just for ECommerce?

March 28th, 2007

storefront.jpegThis past weekend, I had the pleasure of presenting a seminar on the topic of marketing to women, to the National Association of School Music Dealers. During the segment on the importance of effective websites, a participant raised his hand. “We don’t have e-commerce on our website,” he said. “If we’re not selling online, is it really important to invest in a good website?”

I could have given several answers, but with limited time, I simply presented him with one statistic.…

...continue to read "Are Websites Just for ECommerce?"

FutureNow Post
Tuesday, Mar. 27, 2007 at 2:42 pm

Are You a Certified A$$hole?

March 27th, 2007

The No Asshole RuleNo, I’m not trying to be offensive.

I’ll let Guy Kawasaki explain – ARSE: The Asshole Rating Self Exam

Here are some of Guy’s observations.

In case you’re wondering, I scored a two. I hope my co-workers agree. What did you score?

...continue to read "Are You a Certified A$$hole?"

FutureNow Post
Tuesday, Mar. 27, 2007 at 3:51 am

Life Offline is Dead?

March 27th, 2007

More than ever, it’s become clear that the scope of media distribution has changed–even eroded–some our most treasured entertainment models.

But whose obituary should we read first? Newspapers, Magazines, Music, or Video… Hmm… How about all four, thanks to Chief Blogging Optimist, Don Dodge, whose Next Big Thing blog gives us some in-depth research with a light garnish of buzz.

Linking around the blogosphere, Dodge shows us that:

Robert Scoble declares newspapers are dead. PaidContent says InfoWorld Magazine is dead. TechMeme has collected lots of…

...continue to read "Life Offline is Dead?"

FutureNow Post
Monday, Mar. 26, 2007 at 3:57 pm

Bryan Eisenberg on Persuasion & Customer Focus

March 26th, 2007

Search Engine Watch‘s Eric Enge recently interviewed our own Bryan Eisenberg about how we use Persuasion Architecture™ to plan, measure, and optimize the customer experience–online, offline, and across channels.

In the interview, Bryan talks about his past life as a social worker, founding Future Now when “accountable online marketing” was considered laughable, and how to speak to customers and online visitors on their own terms (the only terms they’ll accept).

...continue to read "Bryan Eisenberg on Persuasion & Customer Focus"

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