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Archive for November, 2007

FutureNow Post
Friday, Nov. 30, 2007 at 12:03 pm

Word of Mouth Down the Toilet

November 30th, 2007

When’s the last time you were out in public and had one of those must-go-now moments? You’re torn between embarrassment and physical agony. The panic’s rising. Perspiration beads on your forehead. What do you do? Hope the first store you walk into lets you use the employee-only washroom? (This usually works only if you are desperate and pregnant.) Lean into the stranger next to you as you turn beat red and whisper, “Where’s the nearest bathroom … it’s kinda urgent“?

One…

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FutureNow Post
Friday, Nov. 30, 2007 at 10:26 am

How Men and Women View Images Differently

November 30th, 2007

womanogamyEver look at an ad and it just didn’t sit right with you? That happened to me recently when I was reading a post on Copyranter, critiquing a Hearts On Fire diamond ad that uses “monogamy” as a slogan.

Now, I’m all for monogamy. I think it’s a wonderful thing. And I am not a girl to turn down a diamond. It seems like the perfect message. So why was the image bothering me? Here’s what I came up with:

- The…

...continue to read "How Men and Women View Images Differently"

FutureNow Post
Thursday, Nov. 29, 2007 at 11:40 am

Web Analytics Association 2008 Industry Survey

November 29th, 2007

This just in from the WAA:

Help uncover the future of the web analytics industry while gaining valuable insight at the same time. It’s easy. Answer the questions in this groundbreaking survey: Web Analytics Association Survey: Outlook 2008. We’ll send you an invitation to the results webcast in January 2008, and provide you with a complimentary survey report.

How are other organizations like yours using web analytics as a function in their business? What are the pressing issues, and the top concerns?…

...continue to read "Web Analytics Association 2008 Industry Survey"

FutureNow Post
Thursday, Nov. 29, 2007 at 11:10 am

The Double-Bottom Line on In-Text Ads

November 29th, 2007

You may have noticed double underlined links on sites that create a pop up advertisement when moused over. These are “in-text” advertisements, and they’re increasingly appearing on content sites to generate additional revenue.

For content providers, the question remains whether additional short-term bursts of ad revenue will be justified against the potential decrease in brand affinity. Since the ads work under the guise of a regular-old hyperlink, some visitors are completely turned off after clicking on them.

From a usability standpoint, they’re a…

...continue to read "The Double-Bottom Line on In-Text Ads"

FutureNow Post
Wednesday, Nov. 28, 2007 at 3:13 pm

Godin Was Right — Threadless is Better than “Seamless”

November 28th, 2007

sewing the seeds of conversionA few months ago, Seth Godin put the word “seamless” into a better context.

…seams are important.

Try throwing a baseball or a football without seams.

Wear clothes without seams and you look like you’re on Star Trek.

Seams make it possible to get a grip.

The goal, it seems to me, is not to create things that are seamless. It’s to put the seams in places where they are actually useful.

That’s exactly what Threadless.com does for its customers. If you’ve done business with them before…

...continue to read "Godin Was Right — Threadless is Better than “Seamless”"

FutureNow Article
Wednesday, Nov. 28, 2007

They’re Suave, They Sprint, They’re “In The MotherHood”

November 28th, 2007

Leah Remini in a new roleHave you ever tried to get a coffee stain out of a cashmere sweater? It’s not easy. In fact, I’ve given up trying, and have instead decided to bill the replacement cost to the fine folks at Suave and Sprint. It’s all their fault. I was watching their original online webisode series, In The MotherHood. This isn’t just giggle-to-yourself funny. It’s laugh-out-loud, spit-coffee-all-over-your-sweater funny.

Lots of folks have predicted short-form webisodes could have a huge future on the Internet. But I haven’t…

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FutureNow Post
Tuesday, Nov. 27, 2007 at 2:50 pm

A Tourism Site that Makes Visitors Feel at Home

November 27th, 2007

Find your inner New Yorker...

If you’ve planned a trip at some point in the past decade, chances are, you started online. Tourism sites can be a great help, but not all of them are equal. Let’s say you’re going to New York City, where the possibilities are endless. How do you narrow down your options?

Scenario #1: Broadway’s on strike. Your plane tickets were booked in July. And even though the stagehands’ union might reach a deal within the week, it’s going to take a…

...continue to read "A Tourism Site that Makes Visitors Feel at Home"

FutureNow Post
Tuesday, Nov. 27, 2007 at 10:04 am

Which Interface Do You Prefer?

November 27th, 2007
FutureNow Article
Monday, Nov. 26, 2007

7 Deadly Claims (Part 1) — “Superior Customer Service”

November 26th, 2007

There’s a great paragraph in Gary Klein’s book, The Power of Intuition, that explains everything you need to know about the pitfalls of branding claims. It provides a two-part litmus test for substantive, credible claims — and even tells you how to quickly spot unsubstantiated claims that threaten to drain the credibility right out of your copy. Here it is:

“The defining feature of information is that it reduces uncertainty. If I say that I want our company to be profitable this…

...continue to read "7 Deadly Claims (Part 1) — “Superior Customer Service”"

Special Announcement
Monday, Nov. 26, 2007

Future Now’s 2007 Retail Customer Experience Study

November 26th, 2007
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