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Archive for May, 2009

FutureNow Post
Wednesday, May. 13, 2009 at 2:21 pm

Conversion Makeover: – Part 2

May 13th, 2009

In our last post, we looked at LandsEnd product page and showed you how we would change the flow of the page to maximize conversions. Today we’ll look at a scenario for LandsEnd, that starts at a pay per click ad for “Polo Shirts” and ends up in the cart.

Our search on Google started with the term “polo shirts” but provided us with an ad for “Polo Shirts for Man.” I guess women must never search for “polo shirts” even though…

...continue to read "Conversion Makeover: – Part 2"

FutureNow Post
Tuesday, May. 12, 2009 at 11:02 am

Conversion Makeover: – Part 1

May 12th, 2009

A week or so before the eMetrics Marketing Optimization Summit in San Jose, the “company” I was supposed to analyze during my live conversion clinic – review had to cancel.  So Jim Sterne, the conference organizer, challenged me by asking if I’d be willing to “show our magic” (his words) on one of the top converting websites in the industry – a site that supposedly does over a billion dollars in sales.  And to handicap me even more, the…

...continue to read "Conversion Makeover: – Part 1"

FutureNow Post
Monday, May. 11, 2009 at 8:48 am

What Are Your Obsessions?

May 11th, 2009

Obsessions can be useful or harmful.

Thanks to GigaOm I learned about Jeff Bezos’ obsession in a footnote he wrote to Amazon’s 2008 letter to shareholders:

” At a fulfillment center recently, one of our Kaizen (continual improvement) experts asked me, “I’m in favor of a clean fulfillment center, but why are you cleaning? Why don’t you eliminate the source of dirt?” I felt like the Karate Kid.“

Amazon’s obsession with continual improvement has permeated their culture and made them a great company.

Here are…

...continue to read "What Are Your Obsessions?"

FutureNow Post
Friday, May. 8, 2009 at 8:27 am

To Be or Not to Be Transparent, Part 2

May 8th, 2009

In part one, I shared my sordid story of buying a battery for my MacBook Pro from a third-party. In short, I went to and bought a battery on a recommendation from a colleague. Impatient to receive the battery for an upcoming business trip, I learned (only after the purchase) that the product was on back order.

I asked the question: did bury this information on its site to increase conversion? Well, the folks at read my story and…

...continue to read "To Be or Not to Be Transparent, Part 2"

FutureNow Post
Wednesday, May. 6, 2009 at 8:50 am

You Can’t Edit Your Way Out of Negative Reviews

May 6th, 2009

Very simply, reviews increase conversion rates.  And several studies point to the fact that, yes, even negative reviews help.

It all boils down to credibility.  Customer reviews simply have more credibility than your sales copy, so they inspire more confidence in the buyer.  And negative reviews lend credibility to the review process itself, standing as visible proof that the reviews are not edited.

Makes sense right?  Sure it does, until you find yourself staring at the (perceived) ability…

...continue to read "You Can’t Edit Your Way Out of Negative Reviews"

FutureNow Post
Tuesday, May. 5, 2009 at 2:12 pm

Google Analytics & OnTarget

May 5th, 2009

We’re working on completely rewriting the content on our website but several people noticed this and have asked about the new OnTarget(TM) for Google Analytics. OnTarget is now using Google Analytics’ Data Export API.

Here are other apps besides OnTarget that are using Google Analytics’ Data Export API.

Here is OnTarget for Google Analytics:

OnTarget provides full optimization, testing, and improvement cycle recommendations on how to improve goals online and increase conversions from marketing campaigns. Clients determine how many resources can be devoted…

...continue to read "Google Analytics & OnTarget"

FutureNow Post
Monday, May. 4, 2009 at 4:20 pm

How to Score Runs (Conversions) Like “Charlie Hustle”

May 4th, 2009

When you convert a visitor to a sale or to a lead, hopefully you have scored a run your competitor won’t. Pete Rose liked to say “Somebody’s gotta win and somebody’s gotta lose and I believe in letting the other guy lose.”

Pete received the nick name “Charlie Hustle” for his unique playing style. He may not have been the athlete with the most talent but he worked harder than anyone. Even when being walked, Rose would sprint to first base,…

...continue to read "How to Score Runs (Conversions) Like “Charlie Hustle”"

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