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Posts by Jeff Sexton

FutureNow Post
Tuesday, Jun. 2, 2009 at 10:49 am

Have You Given Your Website a Mid-Year Check-up?

June 2nd, 2009

We’re now 6 months into 2009, and if you’ve embarked on a program of Website/ Marketing optimization, you’re probably looking for some clear, common-sense benchmarks to measure your progress.  Here’s what you should be looking at:

Cost Per Visitor (CPV) – How many advertising, marketing, SEO, etc. dollars do you need to spend to bring in each Website visitor you’re getting.   Don’t look at conversion just yet – it’s your website’s job to convert the visitors; marketing’s job…

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FutureNow Post
Friday, May. 29, 2009 at 9:14 am

Top 6 User Testing Mistakes and How to Avoid Them

May 29th, 2009

About a year ago, Bryan Eisenberg gave an interview talking about Maybe The Best $100 You’ve Ever Spent, essentially raving over the ridiculously cheep rates charged by UserTesting.com.  The always-astute Patrick Sullivan, Jr. of Edit Weapon picked up on this and decided to give UserTesting.com his own personal test and blog post/review.

Now, as a usability expert himself and a usability testing veteran, Edit Weapon’s initial reaction to UserTesting.com was:

Well this will either put me out of business, cause me to…

...continue to read "Top 6 User Testing Mistakes and How to Avoid Them"

FutureNow Post
Tuesday, May. 26, 2009 at 7:49 am

Apple’s Banner Ad Innovation

May 26th, 2009

Probably the most famous (and successful) banner ad campaign has been the infamous dancing figures banner ads for LowerMyBills.com, with ROI reported to be in the 4:1 range.  The fact that they no longer infest the web with their rational-though destroying antics might be the sole silver lining of the recent financial crises.

But as the ROI figures attest, the ads worked.  And they worked because:

1) The animated movement made them almost impossible to ignore.

This is important because online…

...continue to read "Apple’s Banner Ad Innovation"

FutureNow Post
Thursday, May. 21, 2009 at 10:51 am

What Would Online Retailing Look Like in the Offline World

May 21st, 2009
YouTube Preview Image

In my last post, I made use of a brick and mortar analogy to the current online behavior of some e-commerce Websites, and even recommended the use of those analogies when analyzing online persuasion strategies.

And since at least a few readers responded positively to the idea, I thought I’d share one of Get Elastic’s videos  dramatizing exactly one of those analogies, as well as sharing a link to their whole series.

So welcome to The Crazy, Messed-up World of E-commerce!

And…

...continue to read "What Would Online Retailing Look Like in the Offline World"

FutureNow Post
Monday, May. 18, 2009 at 2:51 pm

Can Bad Assumptions Lead to “Gorilla Marketing”?

May 18th, 2009

In the offline world, have you ever been chased by retail staff because you opted not to buy something at their store?

Never?

You mean no one has ever blocked the exit and said something like, “Hey, I saw you put that bottle of wine in your cart, why didn’t you buy it?”

It sounds funny until you realize that most online remarketing services offer to do exactly that to your website visitors.  They’ll pester them with e-mails, pop-ups, and phone calls should…

...continue to read "Can Bad Assumptions Lead to “Gorilla Marketing”?"

FutureNow Post
Thursday, May. 14, 2009 at 11:08 am

Make Your Web Analytics Actionable in 5 DIY Steps

May 14th, 2009

I’ve written about this before, but new reports keep reinforcing the point that most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have.  And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement).  If that’s the case, here…

...continue to read "Make Your Web Analytics Actionable in 5 DIY Steps"

FutureNow Post
Wednesday, May. 6, 2009 at 8:50 am

You Can’t Edit Your Way Out of Negative Reviews

May 6th, 2009

Very simply, reviews increase conversion rates.  And several studies point to the fact that, yes, even negative reviews help.

It all boils down to credibility.  Customer reviews simply have more credibility than your sales copy, so they inspire more confidence in the buyer.  And negative reviews lend credibility to the review process itself, standing as visible proof that the reviews are not edited.

Makes sense right?  Sure it does, until you find yourself staring at the (perceived) ability…

...continue to read "You Can’t Edit Your Way Out of Negative Reviews"

FutureNow Post
Thursday, Apr. 30, 2009 at 8:21 am

On a Scale From 1 to 5 Surveys Stink. Here’s Why!

April 30th, 2009

You know the kind of surveys I’m talking about, the ones that ask you to rate something on a scale of 1-5, they are called Likert surveys.  I doubt if anyone actually likes them, but I truly loath them.  Here’s why:

The rating system is too clunky. Most people get stuck between 3 and 4, usually with 4 sounding too good and 3 too wishy-washy, meaning that the results are often more indicative of a temporary mood than an honest…

...continue to read "On a Scale From 1 to 5 Surveys Stink. Here’s Why!"

FutureNow Post
Tuesday, Apr. 28, 2009 at 9:14 am

Why the Action Flick Always Gets Watched First

April 28th, 2009

So I’m at the local Block Buster, holding a typical 3-movie stack:

a serious or respectable drama or film classic, a romance or chick-friendly movie for the wife, and some guilty pleasure action movie or low-brow comedy.

Guess which movie gets watched last or returned unwatched?

You betcha, it’s usually the drama/classic.  Oh the shame!

The thing is, unless I had added the high-brow movie to my “menu,” I’d likely have forgone the guilty pleasure of the action flick and just picked up the…

...continue to read "Why the Action Flick Always Gets Watched First"

FutureNow Post
Wednesday, Apr. 22, 2009 at 3:30 pm

Precipitating Events and B2B Web Copy

April 22nd, 2009

A lot of us know we ought to do certain things but never get past preliminary research on it until something jars us into action.  I know exactly what type of exercise plan I should be doing.  I’ve researched my options, bought and read some books, and…sat on my increasingly fat ass.  And if you don’t think the same thing happens with organizations, you’re nuts; institutions generally have MORE neurosis than individuals, not less.

Here’s a few business…

...continue to read "Precipitating Events and B2B Web Copy"

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