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Monday, Jan. 12, 2009 at 8:59 am

Please Keep Our Message On Target

By Jeffrey Eisenberg
January 12th, 2009

Anthony Garcia, our Lead Persuasion Architect, sent everyone at FutureNow a video about OnTarget™. We all commented and then he produced the version you can watch below. We knew what the OnTarget software-as-a-service is; why it’s so different from everything else; how OnTarget works on your website; and even what kind of client results it produces. However, you may not be aware of those things and that is what makes your feedback much more valuable to us than our internal critique.

In the spirit of continuous optimization, may we have 5 minutes of your time to watch the video and maybe let us know what you think before we work on our final version?

P.S. Please don’t forget to sign up for free Webinar with guest Jim Sterne: Turn Web Analytics Into 2009 Revenue.

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Comments (28)

  1. First of all this seems like a great product! Which is probably the most important thing.

    Good points:
    1. Covers all the interesting data and answers all relevant questions the viewer could have.
    2. I loved the use of both male and female voice over which really brings the video to life
    3. The long call for action at the end is VERY effective!!

    Things to consider for improvement:
    1. There is too much data in this one video and the length of the video is to long. I suggest to split it into chapters.
    2. Some of the visuals weren’t clear enough and were cluttered with information. So instead of listening I spent time trying to understand the visuals.
    3. The voice over pace was a little too quick in some parts which makes it difficult to comprehend the information.

    All in all I think this is a great product and with a few tweaks to the video it will become even more apparent to the viewer.

    Good Luck!!

  2. It seems to be a good product – but after all it is up to the expert behind to give the good advices.

  3. Liked the video, but it’s too long.

    Pruning suggestion:

    Either drop the weight loss analogy OR link the mental image of weight to something even more relevant in the minds of (scared) decision-making entrepreneurs.
    Examples: the weighty burden of big bills from a fat underperforming web site; heavy reports that firehose you with fat data you don’t know how to interpret, etc.

    As one familiar with both body weight loss and “business” weight loss needs (ha ha ha !) , the latter resonates more with me than the former…especially in the current economic climate.

    Thanks!

  4. I agree that the video is too long. I know from experience that it is difficult to produce a video like this because you want to cover all the information.

    My short recommendation would be to split it into two videos:
    Why OnTarget?

    and

    How OnTarget Works

    From the one time I watched it that’s my top recommendation.

  5. Agree with Mikie, overall the product looks promising and that is the most important thing.

    IMHO the results slides are too cluttered, they are hard to read. I’d Better focus on a couple of results rather than so many of them.

    It is not totally clear to me what the product does. I would focus more on showing screenshots and how it works. Live interactions with product screens.

    On the other hand, the initial image is not very impactfull. I’d work in getting a more impacting and meaningfull image.

    I hope my feedback helps.

    Best,

  6. Nupo, I agree. Expertise is critical, so is the track record behind the advice. I’m a tad partial but I think we have the expertise and a drool worthy track record. http://www.futurenowinc.com/clients.htm

  7. I want to thank all of you for the great feedback. Anthony, Bryan and I are going to use it to make the next version better.

    Andres – I agree about the results slide. We generated all those in the trial period. It’s hard to choose favorites but we may have to. Did you read the OnTarget service page I link to above the video?

  8. The first three minutes are far too commercial and needs to be reduced. The last section, the informative bit needs to be longer and more informative.
    Otherwise the project looks excellent.
    Regards

    Andrew

  9. Comments:
    Pace way to fast. Consider dropping about a third of the voice-over, and keep the length the same.

    Many screens have images that do not correlate to the voice over, not sure why I should be interested in each image.

    Overall, I got the idea of the deliverable, but not specifics showing how it helps.

    A case study style overview may help. x vendor installed product, these recommendations for changes were made… then implemented with these results.

    A second video, for those interested in the service would also be helpful. Go into more specific detail on how recommendations are made. I would expect natural resistance to following the advice of an automated system without showing how those recommendations are being formulated. This would be a nice resource to offer on a second touch.

    Video aside, service appears worth further consideration.

  10. I don’t see the break trough difference to Google Analytics, except that google doesn’t have a video.

  11. Daniel — Google Analytics only provides data presented as reports. OnTarget is a service that performs the analysis and then provides specific recommendations based on the resources you have available to implement them. It is a substantial difference. Thank you for letting us know that not everyone can understand that immediately.

  12. @Jeffrey I did read the explanation with the screen captures, and now I have a better idea of how powerful the software can be.

    It is Lead Management + Email marketing + Web Analytics + Survey console + Conversion Optimization in a single package, right? Looks promising!

    It is yet not 100% clear to me how can a software find Persuasion Architecture potential problems.

  13. Andres — There is an analyst who while using some of our automated tools and custom reports is still responsible for the recommendations and keeping the subscriber’s goals on target. Subscribers are encouraged to interact and ask questions with their analysts via the interface.

  14. Sounds great, I would love to find our more. As far as the video goes though it would be nice if it went into further detail how it actually works, it seems to be a executive summary type of video vs a more in depth video that people in IT like myself would want.

  15. After watching the video twice I see now that it does go slightly in depth. However it’s still pretty board it’s at the very end so I missed it the first time. Maybe a shorter video that gets more to the point would be more ideal for those of us crunched for time.

  16. good, but defintely a little long. I tuned out after the halfway mark.

  17. [...] software, and you can learn more about it in a separate post we did a few days ago: “Please Keep Our Message OnTarget“ In Improving Conversion, Web Analytics, Webinar, Website [...]

  18. [...] guidance as you can digest to get started. Learn more about OnTarget from our post last week to “Please Keep Our Message OnTarget”  or read more on our website.  To be sure, we do have a much updated and improved video that [...]

  19. Yay! The OnTarget video is ready
    http://tinyurl.com/9d4z2a The demo is also ready. http://tinyurl.com/94ambw

    Your comments are welcome. Thanks for all your help.

  20. Great video.. very informative, although maybe a little long.

  21. Seems to be a very interesting system, its like Google Analytics , but with donkey work done for you.

  22. Well, I thought this product could compete with others. It’s a good source of interesting data. The call for action is very loud and I like it (it reminds me of the AIDA which is being implemented here effectively).

    Overall, it’s good and informative.

  23. I actually disagree, it is not too long. I find it just perfect.

  24. I think if nothing else there’s a lesson in this video. At 0:21 a bunch of very recognizable names are flashed. They aren’t any part of ontarget and aren’t advertised as such; however, putting those names in front of the customer probably makes them think these are the type of companies who use this service. I’m going to take this one to heart!

  25. These videos are great. I found them on the specified website through the link. I really need to work on my conversions because I am getting traffic that doesnt convert as well.

  26. XN thank you for your sharing.

  27. All in all I think this is a great product and with a few tweaks to the video it will become even more apparent to the viewer.

  28. you started very well on blog by the way the main concern of your blog.. the VIDEO has been Removed… :)

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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