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Posts by John Quarto-vonTivadar

FutureNow Article
Friday, Jan. 25, 2008

Testing Add-to-Cart Buttons: Stuck in the Middle With You

January 25th, 2008

super sounds of the 70'sBryan walked into my office the other day to point out an interesting item found while surfing: a left-sided add-to-cart button on a product detail page.

We chatted back and forth about the conversion issues involved with placing it there — and in fact, one of our Conversion Analysts, Peter, commented on this very topic in his latest post — but soon our conversation turned to something much more interesting than left-sided calls to action: the testing of left-sided calls to action.

“Do you…

...continue to read "Testing Add-to-Cart Buttons: Stuck in the Middle With You"

FutureNow Post
Friday, Nov. 2, 2007 at 1:18 pm

“No, but I did sleep at a Staybridge Suites last night… “

November 2nd, 2007

Often we relate stories here on Grok about conversion missteps or persuasion challenges facing companies on- and off-line. Today, I’d like to relate a success story!

An Open Letter to Andrew Cosslett, CEO of InterContinental Hotels Group:

Dear Mr. Cosslett,

As a business traveler, my needs are simple and predictable: I just want some restful sleep, power outlets numbering more than one, and an internet connection that works. Now, in the last 90 days, I’ve spent more than a third of those nights…

...continue to read "“No, but I did sleep at a Staybridge Suites last night… “"

FutureNow Post
Thursday, Sep. 27, 2007 at 2:06 pm

Fight for Kisses

September 27th, 2007

A geek buddy passed along a link to an interesting video clip today, commenting on how it was “such good marketing”. Now, anytime I hear a techie say this, I’m pretty much assured it’ll be *bad* marketing — or no marketing at all, just a good advertisement. (Hell, that’s a whole other post.)

Anyway, human nature being what it is, I perked right up; everyone likes to gawk at a car wreck.

I don’t want to say much specifically until you’ve had…

...continue to read "Fight for Kisses"

FutureNow Article
Monday, Jul. 16, 2007

Top 10 Tips for Selling “it” on eBay

July 16th, 2007

ebay_1.jpgFor nearly a decade, companies have hired Future Now to help them understand how people buy online. In this same amount of time, I’ve spent a good chunk of each paycheck bidding, saving money, doing “market research” on eBay. And, throughout the years, it continues to amaze me how few eBay sellers get it right.

One little-known but poorly-kept secret out there in vendorland is that many big companies — the same ones who come to us for retail advice —…

...continue to read "Top 10 Tips for Selling “it” on eBay"

FutureNow Post
Monday, Apr. 23, 2007 at 7:51 am

Mashable: “MySpace is Better Than Porn”

April 23rd, 2007

Mashable‘s headline got my attention, too. You can read ‘MySpace is Better Than Porn‘ for yourself but here’s an excerpt:

“Well, almost. The Economist (via has pulled up the Hitwise stats to show that social networks are about to overtake sex sites in the US any day now. The metric being measured is percentage share of site visits, with % visits to sites like MySpace, Bebo and Facebook on the increase, and % visits to porn sites going down (no pun intended).…

...continue to read "Mashable: “MySpace is Better Than Porn”"

FutureNow Post
Thursday, Nov. 16, 2006 at 6:54 pm

Your Unreal Conversion Rate

November 16th, 2006

I’m an avid reader of Avinash Kaushik’s blog, Occam’s Razor, and I quietly anticipate each new post. In general, Avinash is incredibly insightful, thought-provoking, and just fun to read. 

But as a fan and follower of his work, I was surprised by many of the statements in his recent post, "Measure the Real(tm) Conversion Rate & Opportunity Pie." It’s almost as if Occam cut himself shaving.

It’s possible that Avinash didn’t have time to examine every angle—especially since he was…

...continue to read "Your Unreal Conversion Rate"

FutureNow Article
Saturday, Apr. 15, 2006

The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”

April 15th, 2006

In the Visits/Visitors debate, side with Unique Visitors

by Howard Kaplan and John Quarto-vonTivadar

Analysis doesn’t happen in a vacuum. And as we’ve said a thousand times: you can torture the numbers to confess to … uh, we mean, rationalize … just about anything.

Matt Belkin of Omniture blogged recently about the differences between Visits and Unique Visitors as they relate to measuring reach and as they factor into the Conversion Rate formula. Matt argues that Conversions per Visit is more important than…

...continue to read "The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”"

FutureNow Post
Tuesday, Mar. 21, 2006 at 5:49 pm

AB Testing: Too Little, Too Early?

March 21st, 2006

Lately, everywhere you go analytics industry folks are talking about AB Testing. That’s a good sign, since it means the industry is focusing on an overlooked leverage point in their web analytics investment.

But as so often happens, achieving full buzzword compliance has become the goal rather than the means; what lies behind the words is often lost. In this case, “AB testing” – the buzzword – has become a euphemism for plain old “testing”, which, like ordering liver on…

...continue to read "AB Testing: Too Little, Too Early?"

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