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Posts by Brendan Regan

FutureNow Post
Wednesday, Sep. 1, 2010 at 5:59 pm

Your New BFF: Weighted Sort in Google Analytics

September 1st, 2010

Today’s post is about a new, easy-to-use feature in Google Analytics called “Weighted Sort.” If you’re unfamiliar with it, watch the video, and after the break, I’ll go into why and how it’s useful, as well as what to do in situations where you can’t use weighted sort.

YouTube Preview Image

After watching that brief video, you now understand that you can sort using the usual metrics, OR you can let GA use visit or pageview metrics to “weight” the significance of the sort. The…

...continue to read "Your New BFF: Weighted Sort in Google Analytics"

FutureNow Post
Thursday, Aug. 26, 2010 at 4:31 pm

The Art & Science of CRO

August 26th, 2010
Do You Have What it Takes?

…conversion [rate] optimization is the science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer.

-Wikipedia

Sounds simple, doesn’t it? Create a good experience and your visitors will convert. But is it really that simple?

This post will explore why I believe CRO isn’t easy at all, and can’t be done successfully by just anyone or any company. Anything that combines “art” and “science” is going…

...continue to read "The Art & Science of CRO"

FutureNow Post
Friday, Aug. 13, 2010 at 1:04 pm

Top 10 Things To Do When Waiting for GWO Results

August 13th, 2010

We all know that waiting for test results is exciting, but somewhat tortuous. Our minds run wild, asking things like: Why is this taking so long? Why won’t Google Website Optimizer (or any other testing platform) declare a winner already? What does “statistical confidence” mean, anyway?

You experience this anxiety, FutureNow clients struggle with it, and we analysts stress over it, too. You’re not alone.

The key point is that you can’t give in to the temptation to end tests early! Ending a…

...continue to read "Top 10 Things To Do When Waiting for GWO Results"

FutureNow Post
Monday, Aug. 9, 2010 at 1:41 pm

Analytics How-To: Segment for Sticky Content

August 9th, 2010

I’m going to share a custom segment that I came up with that has been both fun and useful to apply to our clients’ web analytics data.

One of the best reasons to segment web analytics data is to answer a business question, so let’s start with a few business questions that this segmenting trick might help answer:

I want to optimize the conversion rate for my segment of engaged, return visitors. Where should I focus my optimization budget?

I’m redesigning my Information Architecture.…

...continue to read "Analytics How-To: Segment for Sticky Content"

FutureNow Post
Tuesday, Aug. 3, 2010 at 6:40 pm

3 1/2 Reasons Why Online Marketers Should Attend Tradeshows

August 3rd, 2010

I recently attended a trade show with one of FutureNow’s clients, and was reminded of how valuable this type of experience is to online marketers who want to improve their online conversion rate and marketing/sales results.

Before I dive into my 3 1/2 reasons why you should attend your company’s next relevant trade show, let’s make sure we’re on the same page about what a “trade show” is.  There are many industry-centric gatherings that I’m NOT focusing on. An example might…

...continue to read "3 1/2 Reasons Why Online Marketers Should Attend Tradeshows"

FutureNow Post
Monday, Jul. 19, 2010 at 11:59 am

The Fast Way to Optimize Your Site for Scent

July 19th, 2010

The “scent of information” is an important concept for anyone who wants to optimize their online conversion rate. It’s important enough that we’ve been writing about scent on this blog since at least 2006! We recognize, however, that optimizing for scent isn’t easy to do. It involves web analytics data, psychology, copywriting, and web design at a bare minimum. But, the payoff can be huge in terms of more sales, more leads, or more subscriptions from those who come to your…

...continue to read "The Fast Way to Optimize Your Site for Scent"

FutureNow Post
Monday, Jun. 21, 2010 at 10:02 am

Surprise Your Way to an Optimized Conversion Rate

June 21st, 2010

Surprise is the foundation of delight and the beginning of persuasion.

–Roy Williams, the Wizard of Ads

1smilies.001Today’s post is about how the element of surprise can be leveraged to optimize the conversion rate of your marketing efforts. We’ve written about the science of surprise before, but today we are going to talk about the best areas of your website to focus on testing this approach.  The Web is too often a place of “me-too” marketing tactics and “late entrant” companies who…

...continue to read "Surprise Your Way to an Optimized Conversion Rate"

FutureNow Post
Monday, Jun. 14, 2010 at 11:50 am

Scroll With Me, Baby: The 80/20 Rule Strikes Again

June 14th, 2010

Over two months ago, I read some findings from a usability study about “scrolling and attention.”  The data was very interesting, and I knew I wanted to post about it, but I couldn’t get a handle on what the data was telling me.

Sometimes, when you know an insight is there, you must “shelve” the data for a while to rest your brain.  It’s why the “let me sleep on it” approach is such a popular decision-making tactic :)

So,…

...continue to read "Scroll With Me, Baby: The 80/20 Rule Strikes Again"

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,…

...continue to read "The 3 Stages of the Buying Process: Expanded Definitions"

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…

...continue to read "Secondary Calls to Action: Unsung Heroes of Persuasion"

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