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Archive for May, 2010

FutureNow Post
Friday, May. 28, 2010 at 11:54 am

The 3 Stages of the Buying Process: Expanded Definitions

May 28th, 2010

We often reference the 3 stages of the buying process on this blog.  As FutureNow’s founders defined them over 5 years ago in Call to Action, they are:

Early Stage Buyer: In Early Stage, people have made the decision that they are interested in buying something, but don’t know exactly what they want/need to buy. They’ll want to see all the different types of products available, and what the pros/cons are for each type. They need as much information with regards to choices,…

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FutureNow Post
Monday, May. 24, 2010 at 12:41 pm

Secondary Calls to Action: Unsung Heroes of Persuasion

May 24th, 2010
Calls to Action: The Basics

We all know what a “call to action” is: a link or button that urges your prospect to take an action, and move forward in some sort of process.  According to the seminal book written by FutureNow’s founders, calls to action are “motivations for the visitor to move further into the sales process.”

I would say that, in recent years, the definition of a call to action has been expanded to include the interactive element on…

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FutureNow Post
Friday, May. 14, 2010 at 2:25 pm

Conversion Optimization: How Being Wrong Can Lead to Good Insights

May 14th, 2010

Google Image Result for http___schools.evergreenps.org_199420611231125463_lib_199420611231125463_dumbteacher.gifI had an interesting testing experience with one of my clients recently.  After looking closely at the data, I formed my hypothesis, and made a recommendation for a variation to test…and it underperformed the original version!  I was WRONG!

Now, I don’t expect to be right with every test (in fact, that’s WHY testing is so important), but my hypotheses are based on real data with a strong analysis behind them…and I have never been THIS wrong.  Was…

...continue to read "Conversion Optimization: How Being Wrong Can Lead to Good Insights"

FutureNow Post
Wednesday, May. 12, 2010 at 2:26 pm

Don’t Let Customers Abandon Your Cart So Easily

May 12th, 2010

One of the first things we look at in our analysis process of a site is the conversion funnel, whether it be a lead generation form, a shopping cart checkout, or otherwise.  This is the point at which the visitor has determined they are ready to take action, and it’s your lead/sale to lose.  Your shopping cart and checkout process must be seamless in order to be sure that you’re literally not blocking your customers from taking action.

One of…

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FutureNow Post
Tuesday, May. 11, 2010 at 7:55 am

Conversion Conference: The Training Wheels Are Off

May 11th, 2010

conversion_conf_logo_vert_156x55Some Grok readers have been asking for a “wrap-up” post about the first ever Conversion Conference.  I won’t attempt any sort of journalistic ‘coverage’ of the session contents, since I was at our booth most of the time and only made it to a few presentations.

Instead, I’ll give a few impressions about the conference in general and what I think it might mean for our emerging industry, and for businesses who are thinking about Optimization in the near future.


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FutureNow Post
Tuesday, May. 4, 2010 at 9:07 am

Testing Woes 101: Lessons From a Messy Test

May 4th, 2010

Anyone ever done testing on their website undoubtedly has run some poorly-designed experiments; that’s how we learn.  It’s easy to make subtle mistakes in the design of a test that cause “messy” results, but read on to learn how to avoid a few of them.

FitnessAnywhere offers a product called the TRX that is a very effective portable gym.  One of their highly trafficked pages is the “personal fitness” page.  Once we got into the heads of their…

...continue to read "Testing Woes 101: Lessons From a Messy Test"

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