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Posts by Brendan Regan

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
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
Wednesday, Feb. 23, 2011 at 8:36 am

Use Google Custom Segments to Know Potential Buyers

February 23rd, 2011

The other day, FutureNow’s Natalie Hart posted on the topic of seeing visitors through the metrics, and it was a good reminder that behind all those dashboards, charts, and trend lines is a gold mine of insight about the real people that you’re marketing to and trying to convert.

Today’s post is about how to use one of Google Analytics’s (GA) advanced features to see through the metrics and know approximately how many potential buyers your marketing initiatives are bringing to your…

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FutureNow Post
Monday, Feb. 7, 2011 at 10:35 am

Got Personas? Three Ways to Leverage Them in 2011

February 7th, 2011

We’ve written plenty of posts over the years about what marketing personas are, how to create them, and why they’re useful. This post assumes you’ve already done the hard work of creating marketing personas. You’ve got them, and boy, do they look pretty! But they’re essentially gathering dust on your Marketing Shelf, when you should be leveraging them to make your marketing more customer-centric.

Note: This is “Personas 201″ so, if you need “Personas 101″ first, we suggest you start with our free…

...continue to read "Got Personas? Three Ways to Leverage Them in 2011"

FutureNow Post
Thursday, Dec. 30, 2010 at 12:04 pm

Top 10 Organizational Roadblocks to Optimization

December 30th, 2010

One thing we’ve learned this year is that getting good at conversion rate optimization requires more than just the desire to increase your marketing ROI and revenue. It takes more than a slick behavioral targeting and multivariate testing platform. It even takes more than reading this blog ;)

To reap the full rewards of continuous improvement, it actually takes a shift in the way you work on your website and your marketing. It requires you to change how you operate and execute…

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FutureNow Post
Monday, Dec. 13, 2010 at 12:29 pm

Deceptively Simple Tool to Increase Conversion

December 13th, 2010

What if I told you that asking 3 simple questions could help you optimize your website? Sound too good to be true? It isn’t!

The Three Questions Exercise is something that I’ve come back to time and time again over the years working with clients to increase lead gen and ecommerce conversion rates. So I thought you might like to learn about it and try it out yourself.

This exercise is “deceptively” simple because it’s just 3 very simple questions. But it’s harder…

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FutureNow Post
Thursday, Nov. 25, 2010 at 9:11 am

Conversion Rate is Great But AOV Can Be Better

November 25th, 2010

Today’s post may sound odd coming from a bunch of conversion rate optimization experts, but it’s a reminder that there are other KPIs that deserve our attention as marketers. We tend to have laser focus on conversion rate, and that’s for good reason. It’s a crucial metric for any online business, and it has gained wide acceptance in “The Board Room.”

There’s no reason not to be laser-focused on your website’s conversion rate. But, it’s wise to keep your eyes on…

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FutureNow Post
Monday, Nov. 15, 2010 at 9:06 am

Still Think You Can Get Away with Amateur Design?

November 15th, 2010

Picture 1(2)

Plenty of people have written about how you only have a few seconds to persuade your prospects to stay on your landing page based on your Unique Value Proposition, relevance, and credible/professional design.

But that was predicated on the assumption that the prospect would even GET to your landing page. Now that Google Instant search results are allowing landing page “preview,” those prospects may not even click through, even if your ranking is good and your relevance is great.

Why? Because your amateur design…

...continue to read "Still Think You Can Get Away with Amateur Design?"

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
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…

...continue to read "The More You Repeat Yourself, the Less Customers Listen"

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