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Archive for March, 2009

FutureNow Post
Wednesday, Mar. 18, 2009 at 6:30 am

Top 10 Online Retailers by Conversion Rate: February 2009

March 18th, 2009

Here are the top 10 converting websites for February 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 42.10 2. ProFlowers 36.50 3. Quixtar 33.20 4. Vitacost.com 28.90 5. Woman Within 24.20 6. LL Bean.com 20.40 7. Office Depot 20.30 8. Tickets.com 20.20 9. 1800Flowers 17.30 10. QVC 17.10

*Source: Nielsen Online / Marketing Charts

Additional February Retail Benchmarks:

The online retail sector…

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FutureNow Post
Tuesday, Mar. 17, 2009 at 4:36 pm

A Strong Homepage Design Dissected

March 17th, 2009

You could say I look at homepages for a living.  Not really, but they’re one of the pages I analyze and optimize for a living.  I saw one I enjoyed the other day, so I’ll talk about the design, what I like about it, and make a few suggestions for improvement.

One of the first things I noticed (and liked) was that the homepage was quite tall.  Many designers seem averse to tall homepage designs, thinking that everything simply…

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FutureNow Post
Monday, Mar. 16, 2009 at 9:09 am

You Don’t Own That Customer

March 16th, 2009

John Gaffney’s “Ruining the fantasy of customer ownership” is worthy of a high-five. Read the entire post, it’s short, but don’t miss the conclusion:

“…at no time does a brand own a customer. That chain is cut loose too easily. Brands that approach the online marketing space for customer ownership will be disappointed. Come looking for that precious bit of attention, and marketers get paid in full.”

...continue to read "You Don’t Own That Customer"

FutureNow Post
Monday, Mar. 16, 2009 at 6:46 am

Lead Generation Average Conversion Rate

March 16th, 2009

The most popular question I am asked is “what is the average conversion rate?” People love to benchmark themselves against others. Every month we publish the top 10 converting retail web sites and additional benchmarks here on GrokDotCom.

Unfortunately, similar sources don’t exist for lead/demand generation websites. If that data would be valuable to you, then please take 2 minutes to complete the survey below. It’s our first pass at collecting this data. We’ll be happy to share the results with you.

Please…

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FutureNow Post
Friday, Mar. 13, 2009 at 7:13 am

Building a Dynamic E-commerce Team

March 13th, 2009

I’m thinking of building a monument to Simon Rodrigue, AVP e-commerce for Sears Canada. Why? Because of his chosen theme for the upcoming closing keynote at the eMetrics Summit Toronto. He’ll be talking about something regular readers know I’ve had a passion about for the last decade:

Analytics in the Retail World: It is more than just numbers and reports

OK so now you have a bunch of different data sources and a few people dedicated to be analysts but the business…

...continue to read "Building a Dynamic E-commerce Team"

FutureNow Post
Thursday, Mar. 12, 2009 at 9:49 am

Document Conversion Rate Wins Every Month

March 12th, 2009

I have a new dashboard. I love my dashboard. It shows me our OnTarget clients’ conversion rate improvements month after month.

Yesterday Ice.com, an OnTarget client and #144 on the Internet Retailer 500, surprised us. Shmuel Gniwisch, CEO of Ice.com told a reporter at Internet Retailer about OnTarget:

…attributes to it a 20% increase in conversions after one week, including sales it can track to its call center after the online jeweler followed OnTarget’s recommendation to make more prominently feature a toll-free…

...continue to read "Document Conversion Rate Wins Every Month"

FutureNow Post
Wednesday, Mar. 11, 2009 at 9:48 am

3-Steps for Writing (and testing) Great Headlines

March 11th, 2009

According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world Step 1. Scent: Web copy adds the requirement of scent.  Your headlines and sub headlines have to assure visitors that they’re in the right place.  A compelling headline that doesn’t orient readers…

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FutureNow Post
Tuesday, Mar. 10, 2009 at 10:48 am

White Paper Week – 4 Good Ones

March 10th, 2009

This week, there have been several excellent white papers released including our own on increasing qualified leads online.

Here are a few others that caught my attention:

About Face: My buddy CC Chapman prepared this guide afterthe recent update to Facebook Pages. He thinks many brands and businesses will be left wondering how they can best take advantage of this upgrade and this white paper offers some wonderful advice.

The Techie Guide to Google Website Optimizer: This guide covers just about everything you…

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FutureNow Post
Tuesday, Mar. 10, 2009 at 7:51 am

Are Two Products More Credible Than One?

March 10th, 2009

After my initial post on blog-ified and geographically falsified landing pages, I ran into a few more such pages and they all shared the “2-product combo with a free trial of each” strategy.

So it’s only fair to ask: can you get sophisticated and wary audiences to buy pseudo-snake oil simply by switching from extolling the virtues of a single miracle product to praising the miraculous combination of two semi-wondrous products?  As in this teeth whitening example:

Well, yes, actually.  …

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FutureNow Post
Monday, Mar. 9, 2009 at 7:55 am

Need To Increase Your Qualified Leads?

March 9th, 2009

FutureNow just released its latest white paper, “The Leading Edge: Increasing Qualified Leads Online.” This white paper will teach how to:

increase your qualified leads create a system to prioritize leads reduce the lag time in responding to leads target content to your different market segments/personas aggressively optimize your lead/demand generation process improve the ROI of your search and pay-per-click campaigns reap the value of a continuous optimization discipline

Get your copy of “The Leading Edge” now.

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