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Archive for May, 2009

FutureNow Post
Friday, May. 29, 2009 at 9:14 am

Top 6 User Testing Mistakes and How to Avoid Them

May 29th, 2009

About a year ago, Bryan Eisenberg gave an interview talking about Maybe The Best $100 You’ve Ever Spent, essentially raving over the ridiculously cheep rates charged by  The always-astute Patrick Sullivan, Jr. of Edit Weapon picked up on this and decided to give his own personal test and blog post/review.

Now, as a usability expert himself and a usability testing veteran, Edit Weapon’s initial reaction to was:

Well this will either put me out of business, cause me to…

...continue to read "Top 6 User Testing Mistakes and How to Avoid Them"

FutureNow Post
Thursday, May. 28, 2009 at 7:22 am

TheGrok’s Not-To-Miss Links for the Week 5/28/09

May 28th, 2009

1. Econsultancy shares how the Verified by Visa program may be a conversion killer.

2. Dr. Ralph Wilson interviews my good friend Avinash at the eMetrics summit about Useful Key Performance indicators for small business. Ralph also did a few interviews with me. Here is the first one on “The Winning Edge“:

3. Mars Chocolates is being punished for a bad ‘Fling’ – first when people search for the website they end up sending people to a porn site. If that wasn’t…

...continue to read "TheGrok’s Not-To-Miss Links for the Week 5/28/09"

FutureNow Post
Wednesday, May. 27, 2009 at 6:42 am

Four Steps To Optimization Success

May 27th, 2009

Since OnTarget debuted, we’ve been learning a lot about why certain clients succeed with optimization, and why others succeed “less.”  To use the exercise regimen metaphor we often refer to, many people start exercise programs with goals of losing weight or a better physique, but not everyone sticks with it and achieves their goals.

We thought we’d share some insights so that if you’re thinking about an optimization program, you can avoid the pitfalls and reap the rewards.

There are many, nuances…

...continue to read "Four Steps To Optimization Success"

FutureNow Post
Tuesday, May. 26, 2009 at 7:49 am

Apple’s Banner Ad Innovation

May 26th, 2009

Probably the most famous (and successful) banner ad campaign has been the infamous dancing figures banner ads for, with ROI reported to be in the 4:1 range.  The fact that they no longer infest the web with their rational-though destroying antics might be the sole silver lining of the recent financial crises.

But as the ROI figures attest, the ads worked.  And they worked because:

1) The animated movement made them almost impossible to ignore.

This is important because online…

...continue to read "Apple’s Banner Ad Innovation"

FutureNow Post
Friday, May. 22, 2009 at 12:03 pm

Optimizing Website & Landing Page Copy – A 10 Step Process

May 22nd, 2009

“Talk to the dog in the language of the dog about what matters to the dog.” Roy H Williams

This past month, I shared my 10 step process for optimizing copy for websites or landing pages on my Market Motive training call. I was able to convince my friends at Market Motive to let me share the full presentation video with you (normally they only share the first few chapters unless you are a paid member). Unfortunately, it will only be available to be…

...continue to read "Optimizing Website & Landing Page Copy – A 10 Step Process"

FutureNow Post
Thursday, May. 21, 2009 at 10:51 am

What Would Online Retailing Look Like in the Offline World

May 21st, 2009
YouTube Preview Image

In my last post, I made use of a brick and mortar analogy to the current online behavior of some e-commerce Websites, and even recommended the use of those analogies when analyzing online persuasion strategies.

And since at least a few readers responded positively to the idea, I thought I’d share one of Get Elastic’s videos  dramatizing exactly one of those analogies, as well as sharing a link to their whole series.

So welcome to The Crazy, Messed-up World of E-commerce!


...continue to read "What Would Online Retailing Look Like in the Offline World"

FutureNow Post
Wednesday, May. 20, 2009 at 10:50 am

Why Bother to Collect Data?

May 20th, 2009

According to a recent study, Marketers are more likely to “monitor” than act on or react to Internet data. While 79% of businesses reported capturing Internet traffic information, only 30% of them actually modified their Websites as a result of traffic analysis. It makes me wonder if this move to be accountable by marketers is only important to them when they are measuring vanity metrics versus actionable metrics.

Are they only using metrics to make them feel better about their…

...continue to read "Why Bother to Collect Data?"

FutureNow Event

Meet Us At These Upcoming Conferences?

May 19th, 2009

We’re packing the bags and creating new presentations. We’ll be at at several conferences in the near future and hope to meet you at one of them.

It’s a good thing there are two of us because on June 8th-9th you can meet me at Search Engine Strategies in Toronto and on June 9th, you can meet Jeffrey at the Yale Club in New York City, where he will be the keynote speaker at the OMMA Metrics and Measurement conference.

I’m already be…

...continue to read "Meet Us At These Upcoming Conferences?"

FutureNow Post
Monday, May. 18, 2009 at 2:51 pm

Can Bad Assumptions Lead to “Gorilla Marketing”?

May 18th, 2009

In the offline world, have you ever been chased by retail staff because you opted not to buy something at their store?


You mean no one has ever blocked the exit and said something like, “Hey, I saw you put that bottle of wine in your cart, why didn’t you buy it?”

It sounds funny until you realize that most online remarketing services offer to do exactly that to your website visitors.  They’ll pester them with e-mails, pop-ups, and phone calls should…

...continue to read "Can Bad Assumptions Lead to “Gorilla Marketing”?"

FutureNow Post
Thursday, May. 14, 2009 at 11:08 am

Make Your Web Analytics Actionable in 5 DIY Steps

May 14th, 2009

I’ve written about this before, but new reports keep reinforcing the point that most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have.  And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement).  If that’s the case, here…

...continue to read "Make Your Web Analytics Actionable in 5 DIY Steps"

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