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Posts by Melissa Burdon

FutureNow Post
Friday, Jun. 18, 2010 at 11:02 am

Ubiquitous Email Marketing Offers Versus SMS

June 18th, 2010

With my addiction to sugar, I know all the good sweet spots in my city!  There is a really great frozen yogurt shop near my home called Red Mango. I was in there recently, getting my fix, and I noticed a sign telling me to text a phone number to receive a coupon via text for a rebate on my next frozen yogurt purchase. Of course, this marketing tactic worked and I came back the following day to claim…

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FutureNow Post
Friday, Jun. 4, 2010 at 12:40 pm

Getting Through Your Checkout Is Supposed To Be Easy

June 4th, 2010

Have you ever waited in line at a cash register and then had the employee at the register ask if you’re already a member of the store’s loyalty or member program?  They usually will ask for your membership card, but very few of us actually carry those around in our wallets, so they usually have another way to look up our accounts: name, phone number, etc.  In most cases, the membership info isn’t needed to make the purchase…

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FutureNow Post
Wednesday, May. 12, 2010 at 2:26 pm

Don’t Let Customers Abandon Your Cart So Easily

May 12th, 2010

One of the first things we look at in our analysis process of a site is the conversion funnel, whether it be a lead generation form, a shopping cart checkout, or otherwise.  This is the point at which the visitor has determined they are ready to take action, and it’s your lead/sale to lose.  Your shopping cart and checkout process must be seamless in order to be sure that you’re literally not blocking your customers from taking action.

One of…

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FutureNow Post
Tuesday, May. 4, 2010 at 9:07 am

Testing Woes 101: Lessons From a Messy Test

May 4th, 2010

Anyone ever done testing on their website undoubtedly has run some poorly-designed experiments; that’s how we learn.  It’s easy to make subtle mistakes in the design of a test that cause “messy” results, but read on to learn how to avoid a few of them.

FitnessAnywhere offers a product called the TRX that is a very effective portable gym.  One of their highly trafficked pages is the “personal fitness” page.  Once we got into the heads of their…

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FutureNow Post
Thursday, Apr. 15, 2010 at 7:45 am

Another Late Stage Traffic Conversion Rate Improvement

April 15th, 2010

My name is Melissa Burdon, I’m addicted to online testing, and if there were an “Online Testers Anonymous,” I am 99% certain my clients would not want me to get help!

In my last post, I shared a test we ran for one of our clients, LifeSource Water, where we helped them increase their conversion rate on their homepage lead form by 192%!  While it was tempting to sit back and enjoy such a nice win, we knew from experience that…

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FutureNow Post
Friday, Apr. 2, 2010 at 7:45 am

Testing Late Stage Traffic Improves Conversion Rates Quickly

April 2nd, 2010

If you’ve been following our blog, you have probably read by now that we start working with our clients by first understanding their data. We look at their top-performing marketing channels and segment each traffic source into early, middle and late stage prospects.

The traffic you can impact quickly is your late stage traffic. These are your visitors who know exactly what they want when they arrive at your site.  By removing the conversion stumbling blocks that may be hindering them…

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FutureNow Post
Thursday, Mar. 25, 2010 at 1:52 pm

Are You Featuring the Right Offer to Optimize Conversion Rates?

March 25th, 2010

Many FutureNow eTail clients offer free shipping to keep up with the competition.  I’ve also seen some clients offer free shipping to differentiate themselves from the competition (in instances where the competition doesn’t offer it).  In many cases, especially with this economy, I’ve seen free shipping offers increase clients’ conversion rates.  A previous grok post opened the discussion for whether or not customers had come to expect free shipping.  In this post, we’ll reveal what we observed when…

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FutureNow Post
Friday, Mar. 12, 2010 at 7:40 am

A Women’s Clothing Website that Actually Speaks to Women

March 12th, 2010

lululemon-designLadies! It’s time to speak out about our frustrating online shopping experiences. How many times do you arrive at a clothing web site looking for a fabulous pair of jeans or a pair of yoga pants that really fit, go through the actions of shopping, but don’t enjoy your shopping experience at all?  It happens to me so often that it’s worth writing about my exciting discovery of lululemon.com.

I have worked with many clients who sell women’s apparel and…

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FutureNow Post
Tuesday, Mar. 2, 2010 at 1:30 pm

Getting Started With Conversion Rate Optimization: Our Way

March 2nd, 2010

Many Grok readers have been curious about our online marketing optimization services and what kind of process to expect when working with us.  I’ll use some work we’ve done with a client to show you some basic things you should be looking at when optimizing and testing your site. A client of ours, Universal Accounting, offers successful bookkeeping courses to those who are looking to start their own accounting and bookkeeping businesses.

We started by looking at this client’s traffic sources and…

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FutureNow Post
Wednesday, Feb. 10, 2010 at 9:36 am

What Makes a Product Review Great? 7 Tips That Count

February 10th, 2010

Anyone that knows me knows that I’m passionate about my job.  I get to be an investigative reporter, go undercover by transforming myself to think like various different personas to analyze my client’s online performance, and help them make changes that ultimately lead to higher sales and/or leads. That doesn’t seem like a “job,” right? I feel like I’m solving mysteries every day for my clients, and uncovering tremendous opportunities at the same time.  I think I should get…

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