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Posts by Whitney

FutureNow Post
Monday, Dec. 19, 2011 at 8:00 am

Determining, Tracking, and Calculating Your Site Goals

December 19th, 2011

Here at FutureNow, one of the first things that we do when we start our relationship with a new client is to conduct a kick-off call.   We ask our client some uncovery questions so we can get an understanding of our clients’ site and goals before we dig in and get dirty with our analysis and recommendations.  Oftentimes, the client is somewhat unclear on what the goals of their site actually are.  If you…

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FutureNow Post
Monday, Nov. 21, 2011 at 7:30 am

Buying Stages and Ad Campaigns

November 21st, 2011

It’s not a secret, that what we do here at FutureNow is conversion rate optimization. One common misconception about conversion rate optimization is that it begins once a prospect lands on your site.  Optimizing  your conversion rate should start before a prospect ever lands on your site. For example, if you are investing in campaigns focused at driving traffic to your site, you should be planning those campaigns to match your intended prospect’s buying stage.

Buying…

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FutureNow Post
Thursday, Nov. 3, 2011 at 7:30 am

The Measurement Yardstick of Web Data Accuracy

November 3rd, 2011

Since Halloween just past us by, I thought I would write about perhaps one of the scariest topics in web analysis, web data accuracy.  In the marketing world, we are fortunate to live in the day and age of the internet for many reasons. Perhaps the most important, is that we can track the success of marketing campaigns so precisely.

We now have the ability to track and measure how successful an adwords campaign is at persuading prospects to visit…

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FutureNow Post
Monday, Oct. 10, 2011 at 9:00 am

Regular Expressions: A Powerful Tool for the Analyst’s Tool Kit

October 10th, 2011

Regular expressions can seem pretty intimidating at first, especially if you have little to no software development experience like myself. Your first glance at a regular expression string might even make you want to curl up into the fetal position and cry for your mama.  After facing your fears, you’ll soon realize that regular expressions aren’t as bad as they seem. In fact, using regular expressions in your analysis can be an extremely powerful tool to add to…

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FutureNow Post
Friday, Jun. 3, 2011 at 12:09 pm

Avinash Kaushik Says, Tell Your Analytics to Grow Up!

June 3rd, 2011

A few weeks ago, I had the opportunity to attend Avinash Kaushik’s webinar. It dealt with using your analytics to gain insight into acquisition cost, revenue, net profit, micro-conversions, and economic value. The webinar is finally available to the general public. If you can spare the time, I strongly recommend you set aside an hour today to watch it, as you will learn how analytics can increase marketing accountability. However, just in case you can’t squeeze that kind of time…

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FutureNow Post
Thursday, May. 19, 2011 at 11:33 am

Google Analytics Basics: New(!) Site Speed Report

May 19th, 2011

So far in this Google Analytics Basics series of posts, we’ve covered The Content Report and The Visitors Report. But Google has given us something new to talk about these days. The effects of load times have received extensive attention on the web, including right here on the Grok in Bryan’s post, Time is Money. The idea that load times can have an effect on conversion rates and search rankings is not new, and there are plenty of resources out there…

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FutureNow Post
Wednesday, May. 11, 2011 at 9:26 am

Mode, Usability, and Guilt-by-Association

May 11th, 2011

The more experience I have with web optimization, the more critical I become in my day-to-day interactions with websites. I am a true fan and believer of livingsocial.com. My purchase of more than one of the advertised daily deals has made me a repeat customer of the associated business offering the deal coupon. However, I wish that livingsocial.com would give their customers an opportunity to rate their experiences with the businesses offering coupons on their site, because I would have…

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FutureNow Post
Thursday, Apr. 21, 2011 at 3:05 pm

Google Analytics Basics: The Content Report

April 21st, 2011

This post is a continuation from my blog post, “Google Analytics Basics: The Visitors Report” and intended to provide further insight into the basics of your Google Analytics reports. In addition to reviewing our clients’ Visitors Report, we also can extract valuable data from the content report. Here is a break down of the most common sub-reports we look at under this category.

Top Content

What it Means: The Top Content report breaks down the metrics for the most-viewed pages on your…

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FutureNow Post
Thursday, Mar. 31, 2011 at 12:22 pm

How to Create Custom Segments for Buying Stage

March 31st, 2011

Long-time Grok readers already know that we regularly use buying stages as a part of our OnTarget subscription analysis. This kind of approach to making your website better definitely can get more conversions on your site, as evidenced by this case study Melissa Burdon wrote about the first test she ran with one of her clients. If you have no idea what buying stages are, here is a brief introduction. We categorize prospects into one of these three categories based on their…

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FutureNow Post
Monday, Mar. 28, 2011 at 8:29 am

Google Analytics Basics: The Visitors Report

March 28th, 2011

To get real value out of your analytics, it’s important to understand what your analytics have the potential to tell you. And before that full potential can be realized, it is often necessary to start with the very basics. Remember that analytics are just numbers that represent events on your website. Knowing what those events signal about potential problems on your site, and where to go from there, is up to you.

Unless of course, you hire a company like us to help…

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