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Archive for April, 2010

FutureNow Post
Friday, Apr. 30, 2010 at 9:15 am

Five Tips to Avoid the Forever-Test

April 30th, 2010

I have a recurring nightmare: I wake up in the middle of the night, in a cold sweat, because I was having the nightmare about…

“The Forever Test”!

What’s the Forever Test, you ask?  It’s when you set up a test in Google Website Optimizer, or some other testing platform, and for any combination of reasons, the darn thing JUST…WON’T…END!  Or worse yet, it runs for way too long, only to bring back inconsequential results, e.g. a 1% increase :(

Don’t…

...continue to read "Five Tips to Avoid the Forever-Test"

Special Announcement
Monday, Apr. 26, 2010

Latest Details on Conversion Conference 2010

April 26th, 2010

conversion_conference_hearUsSpeak_200x115Welcome to a new week and a fresh start!  Another very short post to remind everyone who’s going to the Conversion Conference in San Jose: make sure to come say “Hi” in the ‘Newcomers Pavilion.’

Also, make sure to attend the “Business-to-Business Landing Pages” session where our own Howard Kaplan will be presenting some interesting B2B case studies. It’s Tuesday May 4th at 1 PM.

Finally, for those who aren’t quite persuaded to attend, please consider using the promo code CCW628 to…

...continue to read "Latest Details on Conversion Conference 2010"

FutureNow Post
Tuesday, Apr. 20, 2010 at 9:15 am

The Power of Compounding Conversion Rate Increases

April 20th, 2010

After reading my colleague Melissa Burdon’s last two posts about impressive testing wins with a client, I thought it would be fun to discuss the amazing financial gains that come to businesses that keep testing instead of assuming they’ve gotten their “win” and should move on to other things.  I hope to illustrate that in conversion rate optimization, persistence pays off in real financial value.

I also want to help illustrate the power of “compounding conversion optimization,” meaning that, like compounding interest on a…

...continue to read "The Power of Compounding Conversion Rate Increases"

FutureNow Post
Thursday, Apr. 15, 2010 at 7:45 am

Another Late Stage Traffic Conversion Rate Improvement

April 15th, 2010

My name is Melissa Burdon, I’m addicted to online testing, and if there were an “Online Testers Anonymous,” I am 99% certain my clients would not want me to get help!

In my last post, I shared a test we ran for one of our clients, LifeSource Water, where we helped them increase their conversion rate on their homepage lead form by 192%!  While it was tempting to sit back and enjoy such a nice win, we knew from experience that…

...continue to read "Another Late Stage Traffic Conversion Rate Improvement"

FutureNow Post
Tuesday, Apr. 13, 2010 at 11:18 am

How To Test Your Page Layout for Horizontal Attention

April 13th, 2010

Jakob Nielsen’s group is at it again: more eye-tracking research!  We’ve blogged about Jakob’s findings before, and even questioned if they yield hard and fast rules for layout, so naturally we were intrigued to see his group has been crunching the numbers on a recent eye-tracking study, and came up with some interesting insights on how people look at web pages horizontally.

This is just the type of data to fascinate me, but their chart lacked the visual quality that…

...continue to read "How To Test Your Page Layout for Horizontal Attention"

FutureNow Post
Wednesday, Apr. 7, 2010 at 10:30 am

What Are the Overlaps Between CRO and SEO?

April 7th, 2010

SEO.001FutureNow is not a Search Engine Optimization (SEO) firm.  I am not an SEO practitioner.  So why blog about it?  Because there still seems to be misunderstanding out there in the online marketing world about how SEO does, or doesn’t, fit into a Conversion Rate Optimization (CRO) strategy.

For some background, you can read Melissa Burdon’s post from over 3 years ago about the “battle” between SEO and conversionStill a completely valid and valuable post today! Another…

...continue to read "What Are the Overlaps Between CRO and SEO?"

FutureNow Post
Monday, Apr. 5, 2010 at 11:00 am

When Customer Reward Programs Backfire

April 5th, 2010

Ahhhhh, yes… those ever-so-compelling customer rewards and points.  In addition to discounts and freebies, many companies now offer points as a system of rewards for their customers and clients.  While I’m all for getting an extra 10% off my next pair of shoes, or $15 dollars off my next purchase of $150 (or more), I believe that if you really want to reward your visitors, make it easy for them to redeem these special bonuses.  If…

...continue to read "When Customer Reward Programs Backfire"

Special Announcement
Monday, Apr. 5, 2010

Conversion Conference West 2010: Counting Down

April 5th, 2010

conversion_conference_see_us_200x115We’re doing a quick post today to make sure everyone is aware of the Conversion Conference West happening May 4th and 5th in San Jose, California, USA.  It’s a brand-new conference that is sharing space with the eMetrics Marketing Optimization Summit.  We’re going to be there doing a bit of speaking, meeting folks, and talking about our OnTarget conversion software.

We’re excited, of course, to be going to a conference dedicated to our all-time favorite topic: Conversion!

We’re looking into whether…

...continue to read "Conversion Conference West 2010: Counting Down"

FutureNow Post
Friday, Apr. 2, 2010 at 7:45 am

Testing Late Stage Traffic Improves Conversion Rates Quickly

April 2nd, 2010

If you’ve been following our blog, you have probably read by now that we start working with our clients by first understanding their data. We look at their top-performing marketing channels and segment each traffic source into early, middle and late stage prospects.

The traffic you can impact quickly is your late stage traffic. These are your visitors who know exactly what they want when they arrive at your site.  By removing the conversion stumbling blocks that may be hindering them…

...continue to read "Testing Late Stage Traffic Improves Conversion Rates Quickly"

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