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Archive for June, 2009

FutureNow Post
Tuesday, Jun. 30, 2009 at 8:20 am

Billy Mays: If All You Remember is the Voice, You’re Missing Out.

June 30th, 2009

HE HAD A VOICE NO LIBRARIAN COULD LOVE – CAUSE HE ALWAYS TALKED LIKE THIS.  But look past the booming voice and easily parodied stage persona of the late Billy Mays and you’ll find an extraordinarily gifted pitch-man, worthy of his own TV show.

A pitch-man whose fame and success made him the target of more pitches than he ever gave.  Pitches made by desperate inventors looking for him to save them after they’d already mortgaged the house, spent the…

...continue to read "Billy Mays: If All You Remember is the Voice, You’re Missing Out."

FutureNow Post
Monday, Jun. 29, 2009 at 9:18 am

For Every Optimization, There’s a Pyramid, So Get Started

June 29th, 2009

We at FutureNow sometimes wonder why more companies aren’t busy optimizing their websites and online marketing, or why those who are “on board” with the concept don’t always commit the right amount of resources towards the effort.

I’m not a mind-reader, but I think it’s due in part to an all-or-nothing mentality where nothing short of a full optimization ‘project’ is worth putting effort into.  Most companies are more interested in redesigning their websites all at once instead of incrementally, even though…

...continue to read "For Every Optimization, There’s a Pyramid, So Get Started"

FutureNow Post
Friday, Jun. 26, 2009 at 10:58 am

The Best Product Image On A Website

June 26th, 2009

As consumers you and I see many product images (both on ecommerce and B2B) on websites weekly. How do you make a product image stand out from all of those? What I want to highlight are the best, the most persuasive, the unforgettable ones. Who has them? Do you have a favorite?

Here are a couple of my favorites:

This one is from Harry and David:

Here is one that shows an ordinary product like paper, that is hard to distinguish, in an…

...continue to read "The Best Product Image On A Website"

FutureNow Post
Thursday, Jun. 25, 2009 at 9:19 am

Christmas Shopping Begins in the Next 4 Weeks…

June 25th, 2009

What will you do to be prepared for it?

This is not the Emergency Christmas described by John Stewart from the Daily Show. However, with the pressure of the economy people will probably be spending more time planning, considering, saving and looking for amazing deals sooner rather than later in the year. What are you going to DO NOW to make sure you get their limited attention and dollars? Will your business and website be optimized for this interesting holiday season?

The Daily Show…

...continue to read "Christmas Shopping Begins in the Next 4 Weeks…"

FutureNow Post
Wednesday, Jun. 24, 2009 at 10:55 am

Beware Marketing Automation Without Data Clarification

June 24th, 2009

We marketers are very busy people. In today’s challenging economy, with its rapid digital pace and customers empowered like never before, the demands are never-ending. So, we love things that make our job easier. Or at least appear to.

The Words ‘Marketing Automation’ are Like Music To Our Ears

According to one definition:

Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. The use of marketing automation makes processes…

...continue to read "Beware Marketing Automation Without Data Clarification"

FutureNow Post
Tuesday, Jun. 23, 2009 at 10:28 am

Dear Confused By Personas

June 23rd, 2009

A student at the University of British Columbia Web Analytics course reached out to us via Twitter to ask some questions about creating personas, specifically Persuasion Architecture® Personas and the information is important enough that we thought we’d share our response:

“Are you saying that we shouldn’t bother with creating multiple personas with granular details but rather focus on creating only a few (4 if we use the logical-emotional, quick-deliberate quadrant)? But if we add the stages of the buying cycle in…

...continue to read "Dear Confused By Personas"

FutureNow Post
Monday, Jun. 22, 2009 at 9:04 am

The Shopping Cart: How to Answer the 5 Unanswered Customer Questions

June 22nd, 2009

The ecommerce shopping cart is a great place to run tests, as simple changes (layout, copy, color, etc.) often yield fantastic results.  There are unanswered questions in the minds of our customers that we think are obviously answered on the page, but they’re not.  If you’re not sure about what those unanswered questions are, you can back up a few steps and use personas or user testing to uncover them.

Here are 5 key, unanswered questions (beyond shipping costs) of the shopping…

...continue to read "The Shopping Cart: How to Answer the 5 Unanswered Customer Questions"

FutureNow Post
Friday, Jun. 19, 2009 at 8:51 am

Web Analytics and Yellow Lobsters

June 19th, 2009

I’ve been curious about what kind of effect the economy is having on how companies use Web analytics. Econsultancy just released its “Online Measurement and Strategy Report 2009.” This is its second annual report, and the results are fascinating.

First, the pleasantries:

“Companies are focusing on analytics which help them improve their customer acquisition and customer retention. The recession has helped to bring into sharper focus the importance of understanding return on investment and how individual elements of digital marketing impact the…

...continue to read "Web Analytics and Yellow Lobsters"

FutureNow Post
Thursday, Jun. 18, 2009 at 6:41 am

Conversion Rate Exercise: Why Should I Do Business With You?

June 18th, 2009

Today I’d like to give you 2 exercises that will help your visitors get a better sense of why they should be doing business with you.

1. TweetVP – In 140 characters or less, tell me the value of doing business with you. What makes you different than your competitor? This is like writing your Unique Value Proposition or Unique Campaign Proposition, but you are limited to the number of characters, as if you were going to post it on Twitter. If you…

...continue to read "Conversion Rate Exercise: Why Should I Do Business With You?"

FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

...continue to read "Are Your Analytics Causing You to Lose 30% of Your Sales?"

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