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Archive for March, 2008

FutureNow Post
Tuesday, Mar. 18, 2008 at 11:01 am

Will Marketers Keep Their Eye on the Ball?

March 18th, 2008

Ever play the game “Don’t Think About Polar Bears”?

It’s hard to win.

In fact, studies show that just about everyone reading this sentence is either thinking about polar bears or thinking about not thinking about polar bears.

The same goes for basketball.

Take a look at this awareness test video, and see if you can follow:

As Seth points out, marketers should consider this before spending (“How much!?“) on ads.

Kudos to Jeff Sexton for noticing this bit of research years before it was ripped off and turned…

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FutureNow Article
Tuesday, Mar. 18, 2008

5 Ways to Optimize Your Website Credibility

March 18th, 2008

In response to our “Ask the Experts” post, Nathan wanted to know how to test and optimize for Trust and Credibility online. It’s a great question and a huge issue, so forgive me if I link off to a lot of resources before getting down to practical “how to” information.

First of all, take a look at Dave Young’s screencast on “Building Trust and Credibility Online.” Dave does a fantastic job of breaking down specific techniques he used to build a…

...continue to read "5 Ways to Optimize Your Website Credibility"

FutureNow Article
Monday, Mar. 17, 2008

What is Web Copy and How Should I Use It?

March 17th, 2008

Pearce responded to our “Ask the Experts” post, looking for a definition of “web copy.”

If you look up its definition, copy refers to any “written matter intended to be reproduced in printed form” (e.g., “The text of a news story, advertisement, television commercial, etc., as distinguished from related visual material”). The word was originally used in the context of the printing press, but it essentially means the same thing online.

Since all copy is content, but not all content is copy,…

...continue to read "What is Web Copy and How Should I Use It?"

FutureNow Post
Monday, Mar. 17, 2008 at 11:29 am

“Secret Life of a Soccer Mom” TV Show Creates Backlash

March 17th, 2008

Wow, there are some seriously perturbed moms out there! What’s got them so upset? A new TV show on TLC called The Secret Life of a Soccer Mom. The show’s premise: Stay-at-home mom (Tracey Gold) is given a chance to go back in time and discover what her life would have been had she not given up her dream career.

Sounds like something almost every mom would love, right? Apparently not.

Newsweek reported on the ugly response from miffed moms:

If the initial reaction…

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FutureNow Post
Friday, Mar. 14, 2008 at 6:21 pm

The Price of Perfection

March 14th, 2008

Recently, one of our regular readers blogged about testing with Google Website Optimizer (GWO).

In the discussion thread, a respondent worried that he may not be able to use GWO because his company’s website has a database-driven content management system. He described himself as a “perfectionist” and it didn’t settle well that content was somehow taken “out” of his site and hosted on Google. Further, one of his company’s consultants commented to him that GWO just “isn’t useful” for a complex database-driven site.


...continue to read "The Price of Perfection"

FutureNow Article
Friday, Mar. 14, 2008

Do Men and Women Laugh at the Same Ads?

March 14th, 2008

It was one of those eye-opening moments. I was watching Bryan Eisenberg teach Call to Action — the seminar, not the book. (Even though I’ve seen him teach it several times, I still learn something new every time I attend.)

He showed the “Bra Scientist” video clip by Zafu that I blogged about last year.

As the audience was watching the clip, I noticed something interesting: There were certain points when the men were laughing and the women weren’t. And there were other…

...continue to read "Do Men and Women Laugh at the Same Ads?"

FutureNow Post
Thursday, Mar. 13, 2008 at 4:36 pm

Top 10 Online Retailers by Conversion Rate: January 2008

March 13th, 2008

Here it is, the list of January’s top 10 converting retail sites*…

1. LL – 23.6% 2. J Jill – 19.8% 3. Proflowers – 17.8% 4. Office Depot – 17.8% 5. – 17.3% 6. Coldwater Creek- 15.6% 7. CDW – 15.0% 8. – 15.0% 9. – 14.9% 10. eBay – 14.9%

Several new sites made the list that we didn’t see in December, November, or October.  Wish you were one of them? Learn how an OnTarget subscription can help get you on your way.

LL Bean tops the…

...continue to read "Top 10 Online Retailers by Conversion Rate: January 2008"

FutureNow Article
Thursday, Mar. 13, 2008

Using Funnel Reports to Boost Conversion

March 13th, 2008

Funnel Reports are a good way to gain traction while competitors spin their wheels in muddy data.

Most web analytics programs give you the option to run a funnel report; a powerful tool, particularly for e-commerce sites, that shows where people are exiting the site’s sales process.

By analyzing the exit rate data in a funnel report, you can focus on optimizing the pages that need it most. First, look for areas with high exit rates. Then, once you have test pages selected,…

...continue to read "Using Funnel Reports to Boost Conversion"

FutureNow Post
Wednesday, Mar. 12, 2008 at 4:37 pm

Can’t Make it to San Francisco? Ask the Experts Now

March 12th, 2008

Even if you can’t make it to our upcoming seminars (3/27-28 in San Francisco), we still want to answer your questions about copywriting and website optimization.

Now’s your chance to ask Jeff Sexton, Holly Buchanan and Bryan Eisenberg anything you want!*

Jeff, Holly and Bryan will respond to your questions in the comments section below. And if you really hit a nerve, we’ll answer you in the form of a blog post.

Priority will be given to first-time commenters, lurkers, and anyone else we…

...continue to read "Can’t Make it to San Francisco? Ask the Experts Now"

FutureNow Post
Wednesday, Mar. 12, 2008 at 8:43 am

Women Entrepreneurs Grow Firms 2X Faster. Here’s Why…

March 12th, 2008

Recently I’ve been studying up on women entrepreneurs. Why? Because they are one of the fastest growing segments of the business market.The Center for Women’s Business Research put out a recent report with some stats on women-owned businesses:

• Women-owned firms employ nearly 13 million people and generate $1.9 trillion in sales.

• Between 1997 and 2006, majority women-owned firms (51 percent or more women-owned) grew at twice the rate of all firms (42 percent vs. 24 percent).

Want some insight into who…

...continue to read "Women Entrepreneurs Grow Firms 2X Faster. Here’s Why…"

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