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A/B Testing

FutureNow Post
Friday, Jan. 28, 2011 at 8:23 am

What to Do When You See a Test Failing

January 28th, 2011

If you test, whether it be A/B or Multivariate, chances are you’ve seen at least one test that has failed. We’d all like to get a 100% success rate, but testing itself is conducted because there are visitor behaviors we are incapable of predicting. Even with 10+ years of experience in behavior-based conversion rate optimization, we here at FutureNow are sometimes wrong. So, the question is, when you see that your test is failing, what do you do?

Just like there…

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FutureNow Post
Thursday, Jan. 6, 2011 at 10:32 am

Use Testing to Make Business Strategy Decisions

January 6th, 2011

We all know that testing is a great tool to use when deciding between images, content and layout, but have you ever considered it to make business decisions? Recently, a client came to me with a predicament: UPS is raising their shipping costs by 5%. My client wanted to know if it would be best to swallow these costs or pass these charges onto their customers. Obviously, they didn’t want to jeopardize their customers; however, incurring greater shipping costs was…

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FutureNow Post
Friday, Dec. 10, 2010 at 11:17 am

Tips and Tricks To Bank Big Bucks This Holiday Season

December 10th, 2010

By looking at the purchasing patterns of Black Friday and Cyber Monday, we can usually get a pretty good indication of what to expect for the rest of the holidays.

Matt McGee wrote an article telling us that we should expect good things this 2010 holiday season. He mentions Kenshoo’s results from their first Online Holiday Shopping Report. Kenshoo is a digital marketing software provider, used by five out of the top 10 US retailers. This is what was reported:

“Overall, for…

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FutureNow Post
Thursday, Dec. 2, 2010 at 9:09 am

Why the Holidays Are the Perfect Time To Tweak Your Site

December 2nd, 2010

I’ve seen it time and again with my clients: as soon as the holiday season (sometimes even the beginning of the 3rd quarter) arrives, they begin to discuss putting a hold on their optimization efforts. I always ask WHY? I have at least three reasons why you should optimize during the holidays:

Getting a large influx of traffic is perfect for testing, especially if you know you have problems in lower traffic areas of your site!  And tests reach their…

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FutureNow Post
Thursday, Oct. 28, 2010 at 9:13 am

Testing Page Elements: Move, Remove, or Improve

October 28th, 2010

Today’s post contains something I wish all my posts had: a catchy phrase!

Move, Remove, or Improve

By now, everyone knows they should always be testing, but the real hurdles in optimization are deciding what to test, and in what order.

Yes, you can start randomly testing so-called best practices, like Big, green buttons always convert better, but you may not like it when your target audience behaves contrary to what the marketing gurus have told you. And, you can make an…

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FutureNow Post
Tuesday, Oct. 26, 2010 at 9:26 am

In-Page Analytics: See More Than Just Numbers

October 26th, 2010

At FutureNow, we follow a unique process to help our clients increase their conversion rates and improve their results online. Our optimization process is simple and designed to get results quickly:

We start by helping our clients more effectively convert their late stage visitors (those who know exactly what they want when they get to your site), usually by improving lead generation forms, or shopping cart and checkout. Our clients get amazing results, even at this very first stage. Once we get the…

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FutureNow Post
Monday, Oct. 18, 2010 at 9:08 am

The More You Repeat Yourself, the Less Customers Listen

October 18th, 2010

1CalendarThis post is focused on email marketing, but I think you’ll agree that the principles can be applied to other aspects of online marketing. For those of you who send emails to past customers: how often do you send those emails? Has your frequency changed over time, or did you “set it and forget it”? Is anyone testing frequency?

To illustrate, I’m going to pick on an unsuspecting merchant who’s been pestering my inbox of late. Take a look at the last…

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FutureNow Post
Friday, Aug. 13, 2010 at 1:04 pm

Top 10 Things To Do When Waiting for GWO Results

August 13th, 2010

We all know that waiting for test results is exciting, but somewhat tortuous. Our minds run wild, asking things like: Why is this taking so long? Why won’t Google Website Optimizer (or any other testing platform) declare a winner already? What does “statistical confidence” mean, anyway?

You experience this anxiety, FutureNow clients struggle with it, and we analysts stress over it, too. You’re not alone.

The key point is that you can’t give in to the temptation to end tests early! Ending a…

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FutureNow Post
Monday, Jun. 21, 2010 at 10:02 am

Surprise Your Way to an Optimized Conversion Rate

June 21st, 2010

Surprise is the foundation of delight and the beginning of persuasion.

–Roy Williams, the Wizard of Ads

1smilies.001Today’s post is about how the element of surprise can be leveraged to optimize the conversion rate of your marketing efforts. We’ve written about the science of surprise before, but today we are going to talk about the best areas of your website to focus on testing this approach.  The Web is too often a place of “me-too” marketing tactics and “late entrant” companies who…

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FutureNow Post
Monday, May. 24, 2010 at 12:41 pm

Secondary Calls to Action: Unsung Heroes of Persuasion

May 24th, 2010
Calls to Action: The Basics

We all know what a “call to action” is: a link or button that urges your prospect to take an action, and move forward in some sort of process.  According to the seminal book written by FutureNow’s founders, calls to action are “motivations for the visitor to move further into the sales process.”

I would say that, in recent years, the definition of a call to action has been expanded to include the interactive element on…

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