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Archive for April, 2009

FutureNow Post
Thursday, Apr. 30, 2009 at 8:21 am

On a Scale From 1 to 5 Surveys Stink. Here’s Why!

April 30th, 2009

You know the kind of surveys I’m talking about, the ones that ask you to rate something on a scale of 1-5, they are called Likert surveys.  I doubt if anyone actually likes them, but I truly loath them.  Here’s why:

The rating system is too clunky. Most people get stuck between 3 and 4, usually with 4 sounding too good and 3 too wishy-washy, meaning that the results are often more indicative of a temporary mood than an honest…

...continue to read "On a Scale From 1 to 5 Surveys Stink. Here’s Why!"

FutureNow Post
Tuesday, Apr. 28, 2009 at 9:14 am

Why the Action Flick Always Gets Watched First

April 28th, 2009

So I’m at the local Block Buster, holding a typical 3-movie stack:

a serious or respectable drama or film classic, a romance or chick-friendly movie for the wife, and some guilty pleasure action movie or low-brow comedy.

Guess which movie gets watched last or returned unwatched?

You betcha, it’s usually the drama/classic.  Oh the shame!

The thing is, unless I had added the high-brow movie to my “menu,” I’d likely have forgone the guilty pleasure of the action flick and just picked up the…

...continue to read "Why the Action Flick Always Gets Watched First"

FutureNow Post
Monday, Apr. 27, 2009 at 8:11 am

Book Publishing 2.0 + A New York City Giveaway

April 27th, 2009

While compiling (many) posts into a book is a common enough practice these days, how many people systematically plan out their blogging to optimize the construction and marketability of their book?

How many people craft different blog posts tackling the same subject from different angles and designed to appeal to different Temperaments?

How many people publish their nonfiction/business book in mind with a firm understanding of what they want the book to accomplish for them, what a book reasonably can accomplish, and…

...continue to read "Book Publishing 2.0 + A New York City Giveaway"

FutureNow Post
Friday, Apr. 24, 2009 at 7:18 am

To Be or Not to Be Transparent?

April 24th, 2009

How far are you willing to go to convert a sale?

Would you be willing to lie? Cheat? Steal?

I didn’t think so. Most of us wouldn’t.

How about just ever so slightly burying a fact — one that’s essential and potentially harmful to your sales — at the bottom of the page?

Now you judge.

My Little Tale

One day several weeks ago, I noticed my Apple MacBook Pro laptop battery was driving toward a slow and painful death. As so often happens with those…

...continue to read "To Be or Not to Be Transparent?"

FutureNow Post
Friday, Apr. 24, 2009 at 5:53 am

Top 10 Online Retailers by Conversion Rate: March 2009

April 24th, 2009

Here are the top 10 converting websites for March 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 50.5 2. FTD 27.2 3. ProFlowers 24.3 4. 23.7 5. Woman Within 22.7 6. Roaman’s 21.1 7. ColdWater Creek 20.0 8. Eddie Bauer 19.3 9. 20.20 10. QVC 17.30

*Source: Nielsen Online / Marketing Charts

Additional March Retail Benchmarks:

The online retail sector in…

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

FutureNow Post
Thursday, Apr. 23, 2009 at 8:11 am

Let’s Not Be This “Clear” With Our Email Marketing

April 23rd, 2009

I am a big advocate for Clear. if you haven’t heard of it before, Clear is a high-tech card that gives you access to express security lines at airports across the country. Instead of inching along through airport security, you fly through in mere minutes. When you travel for business and have to wait in long security lines the cost of clear is a no brainer.

As soon as Clear had a lane at the Delta Terminal at JFK, I signed…

...continue to read "Let’s Not Be This “Clear” With Our Email Marketing"

FutureNow Post
Thursday, Apr. 23, 2009 at 6:44 am

TheGrok’s Not-To-Miss Links for the Week 4/23/09

April 23rd, 2009

not to miss links 1.Google Analytics announced some changes to the referring urls coming from Google search engine results. We later learn that Google adds rank information to referral URL.

2. Google Analytics also announces the availability of a read-only API to their application. Several customer examples of applications built on this API are announced, including FutureNow’s OnTarget for Google Analytics. We can now leverage customer’s Google Analytics tags and bring in the data into OnTarget where our analysts can provide you your to-do list of conversion…

...continue to read "TheGrok’s Not-To-Miss Links for the Week 4/23/09"

FutureNow Post
Wednesday, Apr. 22, 2009 at 3:30 pm

Precipitating Events and B2B Web Copy

April 22nd, 2009

A lot of us know we ought to do certain things but never get past preliminary research on it until something jars us into action.  I know exactly what type of exercise plan I should be doing.  I’ve researched my options, bought and read some books, and…sat on my increasingly fat ass.  And if you don’t think the same thing happens with organizations, you’re nuts; institutions generally have MORE neurosis than individuals, not less.

Here’s a few business…

...continue to read "Precipitating Events and B2B Web Copy"

FutureNow Article
Tuesday, Apr. 21, 2009

Can your Website Handle the Complexity of your Sale?

April 21st, 2009

As weird as it sounds, it’s the norm for businesses with sales cycles that might be as long as several months to a year and that might involve multiple decision makers and influencers to utterly fail to take these factors into consideration when constructing their website or selecting an analytics package.

In fact, whenever I work with B2B and complex sales clients it’s a sure bet their website won’t:

1) Adequately address the multiple decision-makers and influencers involved in securing the lead…

...continue to read "Can your Website Handle the Complexity of your Sale?"

FutureNow Post
Monday, Apr. 20, 2009 at 11:23 am

Have You Spring Cleaned Your Email Marketing Yet?

April 20th, 2009

Many people have commented in past posts about’s incredible conversion rates. You’ll often see them with a conversion rate over 30%. However, most people won’t dedicate the necessary resources they need to achieve such success. Over at EM&C, they cover what’s behind’s incredible conversion rate by looking at their email marketing.

Here are a 7 things you can do to improve your email marketing performance:

1. Delete your entire email list! You might not need to be as drastic as this…

...continue to read "Have You Spring Cleaned Your Email Marketing Yet?"

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