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Posts by Melissa Burdon

FutureNow Post
Monday, Mar. 12, 2012 at 5:24 pm

How To Drive More Sales/Leads From Your Paid Search Efforts

March 12th, 2012

Are your adwords driving the click but not converting? As an analyst at FutureNow, we spend time digging into the traffic sources that our clients are investing in to determine where we should focus first to help generate them higher return on their investment. For those clients that are spending on paid search to drive targeted traffic to their site, we generally will analyze these scenarios early on to help them achieve higher conversion rates from Paid Search campaigns.

Is the ad…

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FutureNow Post
Monday, Dec. 5, 2011 at 7:30 am

12 Days of Conversions: Day 9-SEO

December 5th, 2011

Christmas Tree with garland that reads SEOPart of your early SEO strategy this holiday was probably to conduct keyword research to find highly searched keyword terms in your industry, with relatively low competition. By driving traffic that is searching for “ornaments” to your site, you’re going to work harder to convert this traffic than let’s say “sardine can Christmas tree ornament” or something of that nature. Are you focusing all of your SEO efforts on driving the traffic for those tough general keyword terms? Or are you…

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FutureNow Post
Monday, Nov. 14, 2011 at 7:30 am

The Most Valuable Real Estate On Your Site

November 14th, 2011
gorgeous home with reflective pondThe Duties of Your Homepage

The homepage has so much responsibility.  In most cases, our client’s homepages are the highest trafficked landing pages.  They are the entry point for many different types of visitors in different stages of their buying process.  The homepage needs to present content and images that effectively speak to the return visitors that already know your brand.  It also needs to feature elements that will engage the visitor who…

...continue to read "The Most Valuable Real Estate On Your Site"

FutureNow Post
Monday, Oct. 24, 2011 at 7:30 am

What Actions, Besides a Lead or Sale, Make You Money?

October 24th, 2011

money-headWhenever we start an engagement with a new client at FutureNow, we begin our journey together with a kickoff call to get a better understanding of the client’s business, customers and the general climate of their industry. We also start by taking a look at their analytics account to gain initial insights into their traffic volume, conversion rate, goals, the marketing efforts they are investing in, etc.

In most cases when we ask the client what their goals are for their…

...continue to read "What Actions, Besides a Lead or Sale, Make You Money?"

FutureNow Post
Thursday, Sep. 29, 2011 at 6:00 am

Are You Losing Visitors at the Worst Point? One Page Checkout Wins Again!

September 29th, 2011

Whether you’re completely redesigning your site or working to improve it by testing and making incremental changes, don’t overlook the value of the shopping cart and checkout.

It’s interesting to notice that most everyone looks at the shopping cart and checkout as something to throw into the mix once the entire site has been designed and developed. It’s simply an afterthought to most. They spend so much time laying out the foundation of the landing pages, category and product pages, that…

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FutureNow Post
Wednesday, Jul. 6, 2011 at 9:57 am

Redesigning Your Homepage: 3 “Must Do” Steps

July 6th, 2011

Changing your homepage is something you may consider doing seasonally, or just periodically to give your site a fresh look. Regardless of when you chose to undertake the endeavor, here’s a word of caution about how you do it: never just throw up a new design of a homepage based on what “looks good”. You should approach any reworking of a new homepage in a more logical way that ensures your new homepage will not only look fresh, but will perform more…

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FutureNow Post
Wednesday, Jun. 1, 2011 at 1:26 pm

How to Analyze and Improve Your Landing Page

June 1st, 2011

A couple of weeks ago, I wrote a blog post about how the FutureNow methodology to improve website performance applies to all business models. Regardless of business model and type of site, we always start our work by focusing on improving the experience on a client’s site for their late stage visitor because these visitors are ready to take action today, and therefore should be the easiest to convert. By finding the stumbling blocks preventing these late stage visitors from taking action,…

...continue to read "How to Analyze and Improve Your Landing Page"

FutureNow Post
Wednesday, May. 18, 2011 at 8:04 am

Website Optimization is Not Just for Ecommerce

May 18th, 2011

I can’t tell you how often we write a blog post using examples from an ecommerce site and receive an overwhelming number of comments from service-based, lead generation businesses to say what we’re recommending doesn’t apply to them. We see the reverse when we write a post using examples from lead generation sites. The multitudes of questions we receive about when we’re going to do a case study or make recommendations for an XXXX or YYYY “kind of site, like…

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FutureNow Post
Tuesday, Apr. 26, 2011 at 9:12 am

Is a Brand Keyword the Best Way to Identify Late Stage Visitors?

April 26th, 2011

We recently received a comment on my colleague’s post about buying stage intent and how to bucket keywords driving traffic to your site into buying stages. The goal of an exercise such as this is to effectively segment your visitors based on their readiness to take action sooner, rather than later. The question…

“How can we expect to rank for a late stage keyword if we target a specific brand? My thinking is, if the brand name has it’s own domain and is…

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FutureNow Post
Wednesday, Apr. 20, 2011 at 9:12 am

Do’s & Don’ts For Your Email Campaigns

April 20th, 2011

We recently received a comment on one of our posts asking some advice regarding email marketing:

“We are just planning to do a new email campaign and any info is useful. What do we need to know exactly so the emails don’t end up in spam?”

Here’s what you need to know, not just about avoiding the spam filter, but about making sure your recipients get the point, and are motivated to act…

Starting the Race: Getting Email to the InBox

There are…

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