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Archive for July, 2009

FutureNow Post
Thursday, Jul. 16, 2009 at 1:36 pm

Conversion Rate Exercise: Communicating Value

July 16th, 2009

shutterstock_magnifying glassOur last conversion rate exercise asked you to perform several very simple exercises to answer the question for your visitor: why she should  do business with you. Did you come up with a good TweetVP and identify the 25 interesting things about your business?

There are dozens of these exercises that you need to do to achieve the proper fitness level for maximum persuasionability.

Today, I’d like you to focus on identifying the value that your visitor needs, while differentiating yourself from…

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FutureNow Post
Wednesday, Jul. 15, 2009 at 9:26 am

Strong Copy vs. Cheeky Design

July 15th, 2009

Cheeky kid courtesy of ShutterstockMy previous post comparing billboards to online banner and space ads garnered positive comments and reviews – for the ads rather than my analysis!

Still, there was an unmistakable cry for more, and being the reader-pleasing whore that I am, well… here are some more innovative billboard ads ;)

So for the copywriters out there, here are a few examples where great copy/message beats clever design and visual puns:


Ouch!  Starbucks can’t be happy with that one.  Doesn’t get much more powerful that…

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FutureNow Post
Monday, Jul. 13, 2009 at 8:24 am

Can Copy Create (added) Value On Its Own?

July 13th, 2009

ebay_pokemon_cards_bidIf a pack of Pokemon cards cost under $7 new, how much do you think an unopened pack would go for on e-bay?

What if the seller told an amusing story about that particular pack of Pokemon cards in the product description – would you bid more based on that?  Do you think others might?

Sounds silly, but based on a real-life incident, one mother collected $103.50 from the top bid (out of 44 other bids) on her pack of Pokemon…

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FutureNow Post
Thursday, Jul. 9, 2009 at 2:29 pm

Pringles use of Story Appeal

July 9th, 2009

Pringle AdIf you haven’t heard yet, Pringles has received some rather high praise for a humorous and clickable banner ad.  But if you look past the fun-to-click aspect of the ad, you’ll find that the actual invitation to click the ad is rather subtle.

Nothing in the ad itself looks “clickable” – no colored and underlined text, no 3-d lighting effects or button-ish looking objects, etc.

Just a small word bubble from the Pringles guy saying “click.”  And if you scroll…

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FutureNow Post
Tuesday, Jul. 7, 2009 at 9:34 pm

“C’mon, Man, Do Some of that Optimization Sh*t”

July 7th, 2009

hotshots-1With apologies to Anthony Edwards, Tom Cruise and Paramount Pictures, that’s what it feels like (some) clients say after looking at a set of more challenging Website improvement recommendations.

These clients want their conversion rates to improve, but they don’t want to have to change much.  After hearing tales of magical conversion rate lifts from simple tweaks, they look past the hard recommendations and ask that I “do some of that optimization stuff“.

And to be fair, sometimes easy website changes…

...continue to read "“C’mon, Man, Do Some of that Optimization Sh*t”"

FutureNow Post
Friday, Jul. 3, 2009 at 3:35 pm

Hardee’s b-holes — do they sell?

July 3rd, 2009

I recently viewed this Hardee’s Ad and thought, “Can this be real?” It seems Hardee’s now sells little breakfast items that compete with donut holes. And this ad takes a blind taste-test theme, wherein the participants choose between the “A-holes” and the “B-holes”. (I swear, I’m not kidding)

YouTube Preview Image

Now I’ll be the first to admit: normally this sort of humor is right up my alley — I’m the one in the FutureNow office who sees “giggle-value” every time a new iPhone…

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FutureNow Event

Will We See You At Any Of These Events?

July 3rd, 2009

Next week, July 8th, I’ll be in Philadelphia at the Web Analytics Wednesday event doing a presentation, if you are in the area I would love to connect with you.

August 10th-14th, I will be at Search Engine Strategies in San Jose. On top of my advisory board responsibilities, I will be doing a few sessions including an Extreme Makeover Session with my buddy Ethan Giffin from GrooveCommerce. You should enter to win a free makeover if you are planning on attending.

September 14th,…

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FutureNow Post
Thursday, Jul. 2, 2009 at 11:03 am

They Did It, Did You?

July 2nd, 2009

shutterstock_lightbulbToo many marketers think that great marketing comes from that “fabulous” idea or from the next shiny new object that captures people’s attention. The truth is,  occasionally it does happen. However, just as Thomas Edison tried 10,000 times to make his “fabulous” idea work before it finally did, great marketing takes persistent, continuous execution and experimentation.

On June 18th, I posted a conversion rate exercise on this blog. Two simple exercises to help others understand why they should do business with you.…

...continue to read "They Did It, Did You?"

FutureNow Post
Thursday, Jul. 2, 2009 at 10:44 am

Top 10 Online Retailers by Conversion Rate: May 2009

July 2nd, 2009

Here are the top 10 converting websites for May 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 38.6 2. Office Depot 28.0 3. Online Retail Total 25.6 4. 25.0 5. Quixtar 23.4 6. ;Blair 23.4 7. Roamans22.6 8. 1800Flowers 20.5 9. Woman Within19.6 10. Spiegel 18.20

*Source: Nielsen Online / Marketing Charts

Benchmarks according to the FireClick Index


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FutureNow Post
Wednesday, Jul. 1, 2009 at 9:32 am

Shopping Cart Abandonment Woes

July 1st, 2009

Last week, Brendan tackled how to answer the 5 unanswered questions customers face in the shopping cart (other than shipping costs). According to a recent study by PayPal and comScore, 45% of US online shoppers had abandoned shopping carts multiple times in just three weeks.

Why were shoppers abandoning their carts?

46% of online shoppers said high shipping charges were a “very important reason” for emptying carts. Is free shipping a must in this economy? Have you tested personalized shipping offers based on location?

Other reasons for…

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