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Posts by Whitney

FutureNow Post
Tuesday, Mar. 15, 2011 at 8:43 am

Digging for Dollars and Micro-Conversions

March 15th, 2011

This post is designed as a follow-up to my post, Calculate Micro-Conversions; Tie Them to Dollars about how to tie micro-conversion wins to actual revenue. While knowing how to calculate mirco-conversions is fine and dandy, I realize that before you can begin to measure them, it is essential to know what a micro-conversion IS.

What a Micro-Conversion ISN’T

To explain what a micro-conversion is, let’s first cover what a mirco-conversion isn’t: a macro-conversion. As readers of our blog, most of you probably know…

...continue to read "Digging for Dollars and Micro-Conversions"

FutureNow Post
Wednesday, Mar. 9, 2011 at 11:04 am

The Tortoise and the Hare: Lessons for CRO

March 9th, 2011

You are probably familiar with the childhood story of the tortoise and the hare. As the story goes, the tortoise challenges the hare to a race after the hare’s continual bragging about his own speed. However, in the end, it’s the slow and steady tortoise that actually wins the race. It may seem unclear as to how this has anything to do with the topics that we typically cover on the Grok, but this fable has more bearing on conversion…

...continue to read "The Tortoise and the Hare: Lessons for CRO"

FutureNow Post
Friday, Feb. 25, 2011 at 10:43 am

Calculate Micro-Conversions; Tie Them to Dollars

February 25th, 2011

I am sure you have heard the philosophical riddle, “If a tree falls in the forest and no one is around to hear it, does it make a sound?” Likewise, we can say, if an optimization effort improves the performance of your site, and you don’t tie the improvement to dollars, has your site really improved? We can’t emphasize the importance of tying wins to dollars enough. Calculating a dollar value for an improvement is the final step in every…

...continue to read "Calculate Micro-Conversions; Tie Them to Dollars"

FutureNow Post
Friday, Feb. 18, 2011 at 8:23 am

Is Your Copy Hurting You?

February 18th, 2011

Today’s post was inspired by Jared Spool’s article, “The Public Groupon Voice Guide,” which provides a handy link to Groupon’s guide for writing snarky copy. Anyone who has visited Groupon.com before already will be familiar with their writing style. For those of you who haven’t heard of Groupon, it is a site that offers discounts for local businesses in your area. A new deal is up for grabs each day, and you typically have til midnight of that same day to purchase…

...continue to read "Is Your Copy Hurting You?"

FutureNow Article
Wednesday, Feb. 9, 2011

Addressing Problems of/with Social Media: Start with Tracking

February 9th, 2011
Benefits of Social Media Marketing Campaigns

By the close of 2010, it was clear that social media had become a strong presence in the online marketing world. And why shouldn’t it be? Social media has some obvious benefits that have drawn companies to it:

it is free to create an account and begin building content; your online presence is live in an instant; the inter-connectivity of the space facilitates exponential growth of a customer base; features of the space are…

...continue to read "Addressing Problems of/with Social Media: Start with Tracking"

FutureNow Post
Wednesday, Jan. 26, 2011 at 8:52 am

Spending Budget on a Ticket for the Paid Search Bandwagon?

January 26th, 2011

With the improvement of the economy over the past year, it is not necessarily a surprise that marketing spends for online paid search have increased. According to the Covario’s 2010 Global Paid Search Spend Analysis report, in America, spending on paid search increased 23% in 2010 from 2009, and is predicted to continue to rise throughout 2011. There may be many factors involved with this continual increase, but one thing to consider is the possibility of traffic cost inflation. Basically, these days…

...continue to read "Spending Budget on a Ticket for the Paid Search Bandwagon?"

FutureNow Post
Tuesday, Jan. 4, 2011 at 9:57 am

7 Features that Make Reviews Credible

January 4th, 2011

From a consumer perspective, it is easy to understand the importance of customer reviews on an e-commerce site. It can be a little more difficult from the owner perspective, when it takes additional time and resources to gather reviews from previous customers in order to feature them. However, as a pretty frequent shopper myself, I consistently choose to shop on sites that have strong reviews over a site selling similar products with weak or no reviews, and I am willing…

...continue to read "7 Features that Make Reviews Credible"

FutureNow Post
Thursday, Dec. 16, 2010 at 9:07 am

Does Video Have Value for Lead Gen Sites?

December 16th, 2010

For some time now, the online marketing community has prophesied that featuring video online can have a significant positive impact on conversions, so we were thrilled when one of our clients sought out our advice about a video to feature on their site. We helped them with the content of the video, and helped them determine where and how to feature it on their site.

The end result was a video that does a remarkable job of introducing the folks behind…

...continue to read "Does Video Have Value for Lead Gen Sites?"

FutureNow Post
Tuesday, Nov. 30, 2010 at 9:13 am

The Balancing Act of Email Content and Tone

November 30th, 2010

Ever since Brendan Regan’s January post featuring an example of effective use of tone in email marketing, I have paid close attention to the tone of the emails I get from companies. With the holidays upon us, I have had plenty of opportunities to critique email tone. One email I received stood out from the pack, and not in a good way. It was a confirmation for an online order from Moosejaw, a distributor of outdoor sportswear and gear. Its…

...continue to read "The Balancing Act of Email Content and Tone"

FutureNow Post
Friday, Nov. 5, 2010 at 9:11 am

Web Site Change Worth the Effort? First Test, Then Invest.

November 5th, 2010

For a few of our clients, implementing some of our recommendations can be a bit of a challenge due to the limited resources they have. So, how can you decide if implementing a certain change to your site is worth the the time, effort and money? This quandary highlights the importance of being able to attribute a particular value to a change. Not only does the value of an change impact the decision to implement it across a web site,…

...continue to read "Web Site Change Worth the Effort? First Test, Then Invest."

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