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Archive for September, 2009

FutureNow Post
Wednesday, Sep. 23, 2009 at 10:39 am

Website Redesign Roundup

September 23rd, 2009

Lots of talk about redesigning websites lately. Maybe it’s because summer is ending, and the Holidays are right around the corner (for e-Tailers, that is)?

needchangeFirst, there was Jeff Sexton‘s post about asking the right Persuasion Architecture questions before redesigning, which was inspired by a Seth Godin post. Then, Jakob Nielson had some good thoughts from the Usability camp about redesigns and how radical they should be.

Mr. Nielson’s thoughts resonated with me given that our OnTarget product is generally focused on incremental improvement of clients’…

...continue to read "Website Redesign Roundup"

FutureNow Post
Monday, Sep. 21, 2009 at 12:05 pm

Nobody wants to read your sh**!

September 21st, 2009

Stop TalkingMost valuable writing lesson ever. Or so says Steven Pressfield in this blog post on how his first professional job as an advertising copywriter indelibly carved this truth on his psyche:

“Nobody wants to read your shit.

Let me repeat that. Nobody–not even your dog or your mother–has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and…

...continue to read "Nobody wants to read your sh**!"

FutureNow Post
Friday, Sep. 18, 2009 at 11:24 am

Redesign? Ask The Right Questions!

September 18th, 2009

Seth & GrokSeth’s blog post on “Things to ask before you redo your website” is a must read for everyone involved in online marketing.   Seriously.  If you haven’t seen it yet, go read it now.

What I love most about this list is the way it segregates into sub-components or elaborations on Future Now’s  three questions that are the basis of Persuasion Architecture:

1) Who is coming to the site?

2) What is it they are trying to accomplish?

3) What…

...continue to read "Redesign? Ask The Right Questions!"

FutureNow Post
Thursday, Sep. 17, 2009 at 11:48 am

Track Calls, Not Just Clicks

September 17th, 2009

call_trackingWhen you think of improving your web site’s conversion rate, you probably think of increasing sales or leads online. The “clicks’ are the actions you are tracking as conversions for your web site.

One of my clients from over a year ago, was successfully implementing our recommendations. He was seeing increases in his conversion rate, measuring success in “clicks”, or more orders being completed online. After speaking with one of his customer service reps one day, I was informed that her…

...continue to read "Track Calls, Not Just Clicks"

FutureNow Post
Tuesday, Sep. 15, 2009 at 12:59 pm

Cross-post: How to Improve a Product Page, Part 1

September 15th, 2009

Today, Ralph Wilson’s internet marketing resource, Web Marketing Today, posted Part 1 in a two-part video interview with our Bryan about concrete ways to improve product pages for higher conversions.  In it, Bryan explains how FutureNow took on the product page design of eCommerce heavyweight Land’s End, and shows how you can use layout changes to test the buying path on your own product pages.

If you’re interested in improving your product detail/landing pages and cross-selling, this video (and upcoming Part 2 video)…

...continue to read "Cross-post: How to Improve a Product Page, Part 1"

FutureNow Post
Friday, Sep. 11, 2009 at 8:11 am

What Is Your True Conversion Rate?

September 11th, 2009

lookthroughIncreasingly more people are joining the optimization crowd. Savvy marketers need to do more with less budget. Others just want to beat their competitors. No matter the motivation, optimizing your conversion rate is a no-brainer.

What seems more difficult is deciding where and what to optimize. All of us have our plates full already. Adding optimization to the heap seems uncomfortable, even painful.

It doesn’t have to be.

It may not be easy, but very little that is worthwhile ever is.

When no clear starting line…

...continue to read "What Is Your True Conversion Rate?"

FutureNow Post
Tuesday, Sep. 8, 2009 at 9:12 am

Are Six Pixels of Separation All That Keeps Us Apart?

September 8th, 2009

coverart-1Today, marks the release of my great friend, Mitch Joel’s, book Six Pixels of Separation. You may have never heard of Mitch, I promise you that you will. In Canada, Mitch Joel is considered an Internet Marketing Rock Star. It is well deserved nick name, especially if you have ever seen him present on stage. Mitch has an extremely popular marketing blog, podcast and soon to be best selling book. Mitch is also President of Twist Image – an award-winning Digital…

...continue to read "Are Six Pixels of Separation All That Keeps Us Apart?"

FutureNow Post
Thursday, Sep. 3, 2009 at 12:39 pm

Make Your Images Load Faster

September 3rd, 2009

True “interaction” happens when request and response of pages happen in sub-second speed.  So just because people have cable and dsl connections doesn’t mean you should fill your pages with bloated code and heavy images.

In fact, the natural advantage of fast loading pages is one reason Google patented the sparse design of their home page.  They know that simplicity, speed and relevance rule the web experience, and that every millisecond counts.

Think about that time you had to connect…

...continue to read "Make Your Images Load Faster"

FutureNow Post
Wednesday, Sep. 2, 2009 at 12:35 pm

Just Say The Thing – Why Relevance Always Wins

September 2nd, 2009

Hemingway Quote

My friend and brilliant copywriter, Chris Maddock, frequently exhorts his writing students to “Just say the thing.”  This advice is based upon Chris’s extensive experience in what’s working right now for radio ads – and just as importantly,  what’s no longer working for any type of copywriting.

Google and the Internet have trained us to ruthlessly sort for relevance, and we now demand messaging formatted for, and adapted to, rapid sorting.  If visitors can’t get on your website,…

...continue to read "Just Say The Thing – Why Relevance Always Wins"

FutureNow Post
Tuesday, Sep. 1, 2009 at 12:29 pm

Call to Action of The Day: Send Us Your Worst

September 1st, 2009

I have a bad habit, when I’m using my personal Gmail account, of clicking on the most ridiculous-sounding PPC ads Google decides to serve me.  I know, I need help ;)

One such ad brought me to a very tall landing page with the expected “sales letter” style copy. What struck me, though, was the hilarious call to action button at the bottom of the page.

And so I give you (drum roll, please) the Call to Action of The Day!

Do you Grok…

...continue to read "Call to Action of The Day: Send Us Your Worst"

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