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Archive for June, 2009

FutureNow Post
Monday, Jun. 15, 2009 at 11:06 am

Will Google Judge You Guilty of SEO?

June 15th, 2009

SEO Blogger Lisa Barone recently posted “Google Openly Profiles SEOs As Criminals” and for many who do not follow the industry so closely, the main point of this post may be missed. What is the point?

Don’t do Search Engine Optimization!

At SMX last week Google’s Matt Cutts, basically explained that “Google does profile SEOs. They’re identified as “high risk” and so are all of their associated projects.”

This wouldn’t be the first time Matt’s comments are a pre-cursor of Google cleaning up…

...continue to read "Will Google Judge You Guilty of SEO?"

FutureNow Post
Friday, Jun. 12, 2009 at 9:39 am

TheGrok’s Not-To-Miss Links for the Week 6/12/09

June 12th, 2009

1. What is the best way to generate sales online? A Forbes study shows that 48% of marketers said that search engine optimization (SEO) was the best method for generating conversions online. It’s always easier to start when visitors have some level of intent.

2. Search drives more sales, but shoppers are thinking longer before buying.

3. Does Google Analytics overstate the value of search? Econsultancy research shows that it might.  Make sure to at least set your cookies for 30 days.


...continue to read "TheGrok’s Not-To-Miss Links for the Week 6/12/09"

FutureNow Post
Thursday, Jun. 11, 2009 at 11:07 am

How to Optimize Your Conversion Rate(s)

June 11th, 2009

Conversion rate = The number of people who take the action you want them to take divided by the total number of potential people who could have taken that action.

When you break that sentence down, you start to understand how to optimize your conversion rate.

Step 1 – Let’s understand “number of people

Who are these people? Are they all the same? Do they have different characteristics, needs, questions? Do all these people have the same amount of product/service knowledge that you do? Are they…

...continue to read "How to Optimize Your Conversion Rate(s)"

FutureNow Post
Wednesday, Jun. 10, 2009 at 9:15 am

Improvement Starts With (Bad) Habits

June 10th, 2009

Occasionally we hear from clients after they’ve implemented some recommendation for improvement (from our OnTarget service), that they see a temporary dip in conversion. This seemingly goes against logic — after all, if you fix a problem, things should get better, right? — but Mammals aren’t entirely logical nor rational, at least not as often as we’d like to think, and particularly when it comes to learned and patterned behavior. Sometimes it takes your customers a while to “get used…

...continue to read "Improvement Starts With (Bad) Habits"

FutureNow Post
Monday, Jun. 8, 2009 at 6:29 pm

Visual Scandal, Story Appeal, and Banner Ads

June 8th, 2009

Steve Krug has famously compared Web pages to billboards, meaning that Web visitors are task oriented, and therefore on-the-move.  They click through websites, sizing up any individual page’s content in about as much time as a driver takes to glance up at a billboard, roughly 7 seconds or so.

The difference of course, is that material in the active window is being actively and consciously engaged and evaluated by the Web visitor, who can then slow down and read material…

...continue to read "Visual Scandal, Story Appeal, and Banner Ads"

FutureNow Post
Friday, Jun. 5, 2009 at 8:01 am

Marketer’s Impotence Syndrome

June 5th, 2009

Sometimes you never know.

While cleaning the last remnants of unsolicited and undesirable e-mail from my inbox a few days ago, I had two interesting thoughts. First, spam can actually be good for something. And second, inspiration does indeed strike in uncanny places.

The thoughts started while deleting spam e-mail number 12,874. It was targeting the otherwise happy man who only needs a little help in the sack, offering him the solution in a little blue pill.

Are there really that many men…

...continue to read "Marketer’s Impotence Syndrome"

FutureNow Post
Thursday, Jun. 4, 2009 at 9:15 am

Top 10 Online Retailers by Conversion Rate: April 2009

June 4th, 2009

Here are the top 10 converting websites for April 2009*. These are based on Nielson Panel data and are calculated by 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. ProFlowers 42.8 2. 28.9 3. Office Depot 25.0 4. MetroStyle 24.5 5. Woman Within 23.0 6. Schwan’s 21.1 7. CDW 20.8 8. 1800Flowers 20.8 9. Landsend 18.8 10. Drs FosterSmith 18.30

*Source: Nielsen Online / Marketing Charts

Benchmarks according to the FireClick Index:

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

FutureNow Post
Wednesday, Jun. 3, 2009 at 9:27 am

How Many Potential Buyers Are Visiting Your Website?

June 3rd, 2009

Yesterday, Jeff Sexton blogged about the importance of watching your cost per visitor (CPV) and revenue per visitor (RPV) trends. One of the best ways to get a handle on optimizing these key performance indicators is to get a better sense of your traffic mix.

Instead of looking at your traffic by what marketing efforts are bring the most amount of visitors and converting best, look at your visitor mix as a starting point.

There are 3 types of visitors who can come…

...continue to read "How Many Potential Buyers Are Visiting Your Website?"

FutureNow Post
Tuesday, Jun. 2, 2009 at 10:49 am

Have You Given Your Website a Mid-Year Check-up?

June 2nd, 2009

We’re now 6 months into 2009, and if you’ve embarked on a program of Website/ Marketing optimization, you’re probably looking for some clear, common-sense benchmarks to measure your progress.  Here’s what you should be looking at:

Cost Per Visitor (CPV) – How many advertising, marketing, SEO, etc. dollars do you need to spend to bring in each Website visitor you’re getting.   Don’t look at conversion just yet – it’s your website’s job to convert the visitors; marketing’s job…

...continue to read "Have You Given Your Website a Mid-Year Check-up?"

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