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FutureNow Post
Friday, May. 14, 2010 at 2:25 pm

Conversion Optimization: How Being Wrong Can Lead to Good Insights

May 14th, 2010

Google Image Result for http___schools.evergreenps.org_199420611231125463_lib_199420611231125463_dumbteacher.gifI had an interesting testing experience with one of my clients recently.  After looking closely at the data, I formed my hypothesis, and made a recommendation for a variation to test…and it underperformed the original version!  I was WRONG!

Now, I don’t expect to be right with every test (in fact, that’s WHY testing is so important), but my hypotheses are based on real data with a strong analysis behind them…and I have never been THIS wrong.  Was…

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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
Friday, Apr. 30, 2010 at 9:15 am

Five Tips to Avoid the Forever-Test

April 30th, 2010

I have a recurring nightmare: I wake up in the middle of the night, in a cold sweat, because I was having the nightmare about…

“The Forever Test”!

What’s the Forever Test, you ask?  It’s when you set up a test in Google Website Optimizer, or some other testing platform, and for any combination of reasons, the darn thing JUST…WON’T…END!  Or worse yet, it runs for way too long, only to bring back inconsequential results, e.g. a 1% increase :(


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FutureNow Post
Tuesday, Apr. 20, 2010 at 9:15 am

The Power of Compounding Conversion Rate Increases

April 20th, 2010

After reading my colleague Melissa Burdon’s last two posts about impressive testing wins with a client, I thought it would be fun to discuss the amazing financial gains that come to businesses that keep testing instead of assuming they’ve gotten their “win” and should move on to other things.  I hope to illustrate that in conversion rate optimization, persistence pays off in real financial value.

I also want to help illustrate the power of “compounding conversion optimization,” meaning that, like compounding interest on a…

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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
Monday, Mar. 29, 2010 at 10:20 am

4 Optimization Roadblocks & How to Remove Them

March 29th, 2010

We work with lots of companies that are interested in optimizing their conversion rate, and reaping the financial rewards that come with higher conversion and increased marketing efficiency.  But, some clients don’t increase their conversion rate after subscribing to our conversion rate optimization (CRO) service.

Why am I talking about our ‘non-success stories’? (My boss may wring my neck for this).  Because the roadblocks that keep them from succeeding may keep you from succeeding, so call it a friendly warning :) Optimizing…

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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
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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