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Archive for March, 2011

FutureNow Post
Thursday, Mar. 31, 2011 at 12:22 pm

How to Create Custom Segments for Buying Stage

March 31st, 2011

Long-time Grok readers already know that we regularly use buying stages as a part of our OnTarget subscription analysis. This kind of approach to making your website better definitely can get more conversions on your site, as evidenced by this case study Melissa Burdon wrote about the first test she ran with one of her clients. If you have no idea what buying stages are, here is a brief introduction. We categorize prospects into one of these three categories based on their…

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FutureNow Post
Tuesday, Mar. 29, 2011 at 10:22 am

Do Your Emails Make This Monumental Mistake?

March 29th, 2011

Today’s post will be short and sweet because I simply want to deliver a warning to any readers who do email marketing. Hopefully, that’s every reader out there, and hopefully NONE of you are making this mistake :)

First off, assume that your prospects are viewing your email with images “blocked.” Taking that one step is crucial if you want to have effective email marketing efforts. For a collection of good articles on image suppression in emails, this is a good place…

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FutureNow Post
Monday, Mar. 28, 2011 at 8:29 am

Google Analytics Basics: The Visitors Report

March 28th, 2011

To get real value out of your analytics, it’s important to understand what your analytics have the potential to tell you. And before that full potential can be realized, it is often necessary to start with the very basics. Remember that analytics are just numbers that represent events on your website. Knowing what those events signal about potential problems on your site, and where to go from there, is up to you.

Unless of course, you hire a company like us to help…

...continue to read "Google Analytics Basics: The Visitors Report"

FutureNow Post
Friday, Mar. 25, 2011 at 11:00 am

Build It (to Meet Their Needs), and They Will Come

March 25th, 2011

In Field of Dreams Kevin Costner hears, “If you build it, he will come.” Many people seem to think that websites follow that same principle: that if they want to make money, all they have to do is build a website, and customers will come. If only it worked that way! But that doesn’t mean that you shouldn’t start an online business or build a website.  It just means that you should build your website for your ideal customers,…

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FutureNow Post
Wednesday, Mar. 23, 2011 at 9:14 am

Who Is Your Testing Champion Within IT?

March 23rd, 2011

At last week’s Conversion Conference West, I attended an interesting panel discussion, moderated by our own Howard Kaplan, called “Large Company Optimization from the Trenches.” In it, representatives from larger companies (Blue Shield of California, Symantec, Mattel, Inc., and RealNetworks) shared the struggles and successes of trying to build an optimization practice within a corporate structure. They all talked in part about how they had to “build bridges” to other departments in the company (e.g. Sales, IT, Legal, etc.) in…

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FutureNow Post
Tuesday, Mar. 22, 2011 at 11:09 am

Making More Money is Easier if You Keep It Simple Stupid :)

March 22nd, 2011

We’ve mentioned the K.I.S.S. approach to conversion rate optimization before.  But isn’t this the underlying message we should be reminding ourselves of with each and every step we take in developing our online presence and our plan to continuously make our websites and marketing better?

Plan for success in advance

If you’re in the midst of a redesign or are starting a new website/experience, plan your sales process to match the way your customers want to buy.  Your customers want…

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FutureNow Post
Friday, Mar. 18, 2011 at 9:38 am

Filters: Conversion Friend or Foe?

March 18th, 2011

We all know that the key to conversion is helping your visitors easily find what they’re looking for, and moving them through an unhindered checkout. One way to accomplish the first half of this task is by applying filters on your site that visitors can use to narrow in on results. But, how do you know if your site’s filters are your friend or foe?

There are many ways to go wrong when applying filters to your site. Chances are,…

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FutureNow Post
Wednesday, Mar. 16, 2011 at 8:29 am

Good Buy, Bad Buy, Best Buy – a Customer’s Perspective

March 16th, 2011

We’ve written about good or bad experiences before, we’ve stood on our soapbox and preached about it, and we’ve drilled it into our clients: the little things you do make a difference to your customers.  They know and they remember.  They tell friends and tweet the world at large.  It’s a topic we never tire of… so here’s another first-hand experience that highlights how both good and bad experiences linger in the customer’s mind, and have the…

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FutureNow Post
Tuesday, Mar. 15, 2011 at 8:43 am

Digging for Dollars and Micro-Conversions

March 15th, 2011

This post is designed as a follow-up to my post, Calculate Micro-Conversions; Tie Them to Dollars about how to tie micro-conversion wins to actual revenue. While knowing how to calculate mirco-conversions is fine and dandy, I realize that before you can begin to measure them, it is essential to know what a micro-conversion IS.

What a Micro-Conversion ISN’T

To explain what a micro-conversion is, let’s first cover what a mirco-conversion isn’t: a macro-conversion. As readers of our blog, most of you probably know…

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FutureNow Post
Friday, Mar. 11, 2011 at 8:42 am

How To Set Up Goals & Funnels – Part 2

March 11th, 2011

In my previous post, I explained how to set up Goals and why setting up Goal Funnels can be both frustrating and rewarding. With Goal Funnels, you can gain great insight into where your site is losing persuasive momentum, but if you set up your funnel incorrectly, it might be months before you realize that you’ve been tracking the wrong (or otherwise useless) information. Yes, I am saying this from experience. So, to save you all from needless frustration, my fellow…

...continue to read "How To Set Up Goals & Funnels – Part 2"

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