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Archive for June, 2008

FutureNow Post
Monday, Jun. 30, 2008 at 10:41 am

Bryan Eisenberg Interview from Search Engine Watch

June 30th, 2008

Bryan EisenbergJust before his keynote presentation at the Search Engine Strategies conference in Toronto the other week, Search Engine Watch executive editor Kevin Heisler caught up with FutureNow co-founder Bryan Eisenberg to chat about website optimization, split-testing, word-of-mouth marketing, social commerce, personas, and his forthcoming book. With Kevin’s kind permission, we’ve reprinted the interview below. Enjoy!

Kevin Heisler: Tell us about your new book, Always Be Testing.

Bryan Eisenberg: A little over a year ago Google offered everyone a free A/B and multivariate testing tool called…

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FutureNow Post
Friday, Jun. 27, 2008 at 1:24 pm

9 Ecommerce Innovations Worth Testing On Your Own Site

June 27th, 2008

Shoeline Return-o-Meter

Ever wonder how often other people return an item you want to buy online?

Honestly, it never occurred to me before, but now that I’ve seen Shoeline.com‘s Return-O-Meter™, I wish other online retailers would borrow the idea (especially since I’ve learned it’s actually lowered returns and raised Shoeline’s conversion rate).

If you own or are in charge of a marketing budget for an e-commerce shop, you should take a close look at the latest webinar from the good people at Elastic Path…

...continue to read "9 Ecommerce Innovations Worth Testing On Your Own Site"

FutureNow Post
Thursday, Jun. 26, 2008 at 11:32 am

Boost Conversions With Better Product Page Images

June 26th, 2008

product page images and online conversionsOne of the most effective — and overlooked — ways to differentiate yourself from the competition and improve conversion is to optimize the images on your website.

Granted, a rose by any other name would smell as sweet, but online, your customers don’t quite have the luxury of taste, touch, or smell. So one thing we can learn from ProFlowers.com’s impressive conversion rate last month is that images matter. A lot.

But what works for one website may not work for yours. Oftentimes,…

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FutureNow Post
Wednesday, Jun. 25, 2008 at 12:18 pm

Dear Airline Industry, Being “Least Awful” Won’t Save You

June 25th, 2008

derrie-air airlinesEach day it seems there’s a new headline about the latest “amenity” for which an airline plans on charging us, which, of course, causes a ripple effect as every other airline chooses to follow suit with a justification that comes across as, “Well, now that Airline X doesn’t have to give you free water, neither do we.”

Correct me if I’m wrong, but doesn’t this sound like the opposite of the effects competition is supposed to create?

Like us, many of you…

...continue to read "Dear Airline Industry, Being “Least Awful” Won’t Save You"

FutureNow Article
Tuesday, Jun. 24, 2008

Information Overload: Why Less is the New More

June 24th, 2008

information overload image from broox at flickrA new report entitled Information Overload: We Have Met the Enemy and He Is Us was written up recently in the Wall Street Journal and the New York Times. Commissioned by Basex, it details how information overload, particularly task interruptions, costs the Enterprise $650 billion a year in lost productivity.

That’s a very large price to pay for having everything at our fingertips, all the time, in any format.

Our decision-making processes can’t always keep up with our choices. The same challenge…

...continue to read "Information Overload: Why Less is the New More"

FutureNow Article
Monday, Jun. 23, 2008

Do Women Respond to “Free Shipping” More Than Men?

June 23rd, 2008

free shipping at online storesIn test after test, it seems “Free Shipping” is still a great incentive for online shoppers. I know I’m a sucker for free shipping. It just feels like, well, like I’m getting real value in the transaction when the company is going to eat the shipping costs.

Call me mean, but I like that thought.

I’ve long held a theory that women are more sensitive to shipping costs than men. I have no proof of this theory. It’s mostly anecdotal. When I…

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FutureNow Event

Free Webinar: FutureNow and Google Present “Always Be Testing”

June 23rd, 2008

google website optimizer split testing free webinarWho: Bryan Eisenberg, Co-Founder & EVP at FutureNow, and Tom Leung, Business Product Manager at Google.

What: A new monthly webinar series brought to you by FutureNow and Google.

FutureNow friends and fans,

We are so excited about our new free webinar series we have just kicked off called “Always Be Testing”. It’s a monthly webinar that covers specific testing ideas, how to structure tests, and how to use Google Website Optimizer. The best part is that Google has decided to participate in…

...continue to read "Free Webinar: FutureNow and Google Present “Always Be Testing”"

FutureNow Post
Monday, Jun. 23, 2008 at 10:22 am

Top 10 Online Retailers by Conversion Rate: May 2008

June 23rd, 2008

top ecommerce conversion ratesHere are the top 10 converting websites for May 2008*. These are based on Nielson Panel data and are calculators by toolbar user to final conversion.

1. ProFlowers 35.70% 2. Office Depot 31.40% 3. Blair.com 23.80% 4. FTD.com 21.30% 5. QVC 18.70% 6. CDW 17.90% 7. Lands End 17.50% 8. 1800flowers.com 16.80% 9. Drugstore.com 16.20% 10. HSN.com 15.80%

*Source: Nielsen Online / Marketing Charts

Looks like Mother’s day certainly helped the florists, all 3 major brands are present here. This is a first appearance of Drugstore.com since we started reporting these numbers.

Additonal May…

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

FutureNow Article
Friday, Jun. 20, 2008

The Interactive Marketer 2.0

June 20th, 2008

Last week, a friend was sharing war stories with me about an upcoming site launch. His highly recognizable site, which will remain anonymous in this column, rakes in billions. I congratulated him and asked how they’re going to optimize post-launch. He told me they’re pausing optimization for six months to collect enough “control” data.

Today’s interactive marketers face and make these types of decisions several times a day. At a glance, my bud’s decision seems sound. But does it hold up…

...continue to read "The Interactive Marketer 2.0"

FutureNow Article
Thursday, Jun. 19, 2008

See Like An Outsider In 3 Not-So-Easy (But Worth It) Steps

June 19th, 2008

inside the bottle website optimizationIf you’re already an insider, this won’t be easy. Once you’re “inside the bottle,” reading the label on the outside requires serious mental contortions.

Or an outsider to come and open the bottle for you. In fact, their outsider perspective is a huge part of any consultant’s or outside copywriter’s value – so long as they’re willing to call you to the carpet over your unseen assumptions and un-named elephants.

But if you can’t bring in an actual outsider, any attempt you…

...continue to read "See Like An Outsider In 3 Not-So-Easy (But Worth It) Steps"

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