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Archive for February, 2009

FutureNow Article
Friday, Feb. 27, 2009

Building An Optimization Culture

February 27th, 2009

There has been plenty of hot air blown into the bubble that’s getting ready to burst on Internet marketers again. I watched it happen the first time. With all the financial chaos crashing around us now, the last we need is the blind ignorance of the “new economy” happening again.

Earlier last month some hot air came from Interactive Advertising Bureau CEO Randall Rothenberg, who wants to prevent the Internet advertising economy from becoming “performance based.” This week provided another more…

...continue to read "Building An Optimization Culture"

FutureNow Post
Thursday, Feb. 26, 2009 at 9:53 am

Are Your Existing customers Messing Up Your Analytics?

February 26th, 2009

If you offer a subscription based product or service, you may find that your “direct traffic” is above average. This could be an indication that your existing customers/members are coming back to your site for additional information they need.

If these customers aren’t tagged somehow and you don’t have in depth analytics in place, you probably aren’t effectively separating their behavior from the behavior of new visitors to your site. This makes it difficult for you to point out stumbling blocks…

...continue to read "Are Your Existing customers Messing Up Your Analytics?"

FutureNow Post
Wednesday, Feb. 25, 2009 at 11:20 am

Is 140 Characters a Magic Number?

February 25th, 2009

Jeffrey and I were having a discussion about Twitter. Mind you, Jeffrey doesn’t Twitter. I do. He says he has never felt comfortable at small talk. Even though he does do Facebook updates occasionally. Help us settle our discussion (read brotherly argument) about whether or not Twitter would have worked with 70 characters, 210 characters or any other number.

...continue to read "Is 140 Characters a Magic Number?"

FutureNow Post
Tuesday, Feb. 24, 2009 at 4:04 pm

Ogilvy-inspired-but-Sleaze-ified Tricks

February 24th, 2009

I guess it was professional curiosity, but I actually clicked one of those facelift-in-a-bottle ads while visiting some blog.  And hell if I wasn’t intrigued by the landing page’s sleaze-bag persuasive techniques.

Take a look at the screen shot I took of the landing page.  What do you think most caught my eye?  Here’s a hint: think layout and bolding.

Straight out of The Ogilvy Playbook

Here are two relevant quotes taken from pages 73 and 90 of Ogilvy on…

...continue to read "Ogilvy-inspired-but-Sleaze-ified Tricks"

FutureNow Post
Monday, Feb. 23, 2009 at 9:07 am

Money For Nothing & Clicks For Free

February 23rd, 2009

As a young teen I heard Mark Knopfler sing about “money for nothing and chicks for free” and I remember fantasizing about how good that sounded but even then I knew that it was too good to be true.

I’ve noticed from many of my marketing colleagues that money for nothing is the order of the day; maybe it’s the hard times. Seth Godin blogged yesterday about getting rich quickly, Brian Clark blogged about making money from blogs, and just this…

...continue to read "Money For Nothing & Clicks For Free"

FutureNow Post
Friday, Feb. 20, 2009 at 7:42 am

Top 10 Online Retailers by Conversion Rate: January 2009

February 20th, 2009

Here are the top 10 converting websites for January 2009*. These are based on Nielson Panel data and are calculated by toolbar user to final conversion. Conversion-rate data is based on visitor conversion rates, not session conversion rates: i.e., No. of unique customers/No. of unique visitors.

1. Schwan’s 52.50 2. ProFlowers 27.30 3. Quixtar 22.40 4. Blair.com 21.80 5. Office Depot 21.10 6. Vitacost.com 20.40 7. DrsFosterSmith.com 20.30 8. FTD.com 20.20 9. Amazon 17.20 10. CDW 16.90

*Source: Nielsen Online / Marketing Charts

This month big surprise came from first time…

...continue to read "Top 10 Online Retailers by Conversion Rate: January 2009"

FutureNow Event

Need an Extreme Conversion Makeover? Come Meet Us Live

February 19th, 2009

If you can make it to Search Engine Strategies in New York, March 23-27th, you may have a chance to win an extreme makeover and work with Ethan Giffin of Groove Commerce, Tim Ash of SiteTuners, and me of FutureNow.  This may be the most fun of the three sessions I will be involved in at SES.

Other events:

On March 3rd, also in New York, you can catch me at The “New” Rules of Engagement featuring Patti Freeman Evans of JupiterResearch. During this…

...continue to read "Need an Extreme Conversion Makeover? Come Meet Us Live"

FutureNow Post
Wednesday, Feb. 18, 2009 at 9:25 am

The Diagnosis? Buying Stage Schizophrenia

February 18th, 2009

Every visitor comes to your site in their own personal “buying stage.”  The buying stage is a wide spectrum, but we generally break it into Early, Middle, and Late stages:

Early means that the visitor has a problem, and is looking for a solution.  They may not know who you are, or that your product/service solves their problem. Middle means that they have an intention to buy a product or service that solves their problem, but not necessarily from you. Late means…

...continue to read "The Diagnosis? Buying Stage Schizophrenia"

FutureNow Post
Tuesday, Feb. 17, 2009 at 5:28 pm

The Really Missing “Online Voice of Customer” Manual (Part 1)

February 17th, 2009

Yesterday, I posted the Missing Google Analytics Manual. That was relatively easy to put together since there are so many wonderful resources already written about it. However, as I tried to put together this post, I realized a real gap in the knowledge base available. I’ll be posting this as an ongoing series, that I might turn into a best practices whitepaper.

The “Voice of the Customer” (VOC), can be obtained in many ways: surveys, reviews, customer requests, interviews,  focus…

...continue to read "The Really Missing “Online Voice of Customer” Manual (Part 1)"

FutureNow Post
Monday, Feb. 16, 2009 at 10:09 am

The Missing Google Analytics Manual

February 16th, 2009
Marketing Optimization Blog
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