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Archive for October, 2010

FutureNow Post
Thursday, Oct. 28, 2010 at 9:13 am

Testing Page Elements: Move, Remove, or Improve

October 28th, 2010

Today’s post contains something I wish all my posts had: a catchy phrase!

Move, Remove, or Improve

By now, everyone knows they should always be testing, but the real hurdles in optimization are deciding what to test, and in what order.

Yes, you can start randomly testing so-called best practices, like Big, green buttons always convert better, but you may not like it when your target audience behaves contrary to what the marketing gurus have told you. And, you can make an…

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FutureNow Post
Tuesday, Oct. 26, 2010 at 9:26 am

In-Page Analytics: See More Than Just Numbers

October 26th, 2010

At FutureNow, we follow a unique process to help our clients increase their conversion rates and improve their results online. Our optimization process is simple and designed to get results quickly:

We start by helping our clients more effectively convert their late stage visitors (those who know exactly what they want when they get to your site), usually by improving lead generation forms, or shopping cart and checkout. Our clients get amazing results, even at this very first stage. Once we get the…

...continue to read "In-Page Analytics: See More Than Just Numbers"

FutureNow Post
Thursday, Oct. 21, 2010 at 9:06 am

Lead Value: What It Is, How to Calculate, and Why

October 21st, 2010

There’s no denying it: Conversion Rate improvements are great, but at the end of the day, data is nothing more than a bunch of numbers, while cash is something you can take to the bank! And more importantly, if you’re the Marketing Department, dollars are something you can take to the CEO and other decision-makers at your company to maintain buy-in for your Conversion Rate Optimization (CRO) efforts and spending requests. That’s why it’s important to always tie your CR…

...continue to read "Lead Value: What It Is, How to Calculate, and Why"

FutureNow Post
Monday, Oct. 18, 2010 at 9:08 am

The More You Repeat Yourself, the Less Customers Listen

October 18th, 2010

1CalendarThis post is focused on email marketing, but I think you’ll agree that the principles can be applied to other aspects of online marketing. For those of you who send emails to past customers: how often do you send those emails? Has your frequency changed over time, or did you “set it and forget it”? Is anyone testing frequency?

To illustrate, I’m going to pick on an unsuspecting merchant who’s been pestering my inbox of late. Take a look at the last…

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FutureNow Post
Thursday, Oct. 14, 2010 at 9:05 am

Don’t Confuse Usability Testing for Conversion Rate Optimization

October 14th, 2010

Before working with you, usability consultants likely can give you a checklist of items they will evaluate and/or fix. That’s because usability is based on best practices, or items that apply to the majority of the people, the majority of the time. It might look something like this:

Navigation Homepage Category Pages Product Pages Search Checkout

Typically, this checklist of focus areas will be the same for all eCommerce or Lead Generation websites, regardless of a business’s particular goals, limitations and…

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FutureNow Post
Thursday, Oct. 7, 2010 at 3:58 pm

Are Your Sales Pages Leaving $10,000 on the Table?

October 7th, 2010

Back in June, my colleague, Brendan Regan, posted some usability findings on scrolling and attention. Brendan’s post noted that the study reinforced the 80/20 rule: the area above the fold gets 80% of the time spent looking at a page. The implications this rule has for the design and layout of pages on your website are significant.  It is a concept that is central to the conversion rate optimization analysis we conduct, and is perfectly illustrated by work we…

...continue to read "Are Your Sales Pages Leaving $10,000 on the Table?"

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