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Accountable Marketing

FutureNow Post
Monday, Nov. 22, 2010 at 4:00 pm

Marketing Improvement Is a Moving Target; Good CRO Flexes With You.

November 22nd, 2010

A few weeks ago, I wrote a post about some of the factors that differentiate Usability from Conversion Rate Optimization (CRO). They are two unique practices, each one valid in its own right, and progressive steps in a business’s quest to make their website and marketing efforts better. Any attempt to make your website better starts by coming up with a prioritized list of focal points unique to you, based on trends you see in your own data set, and…

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FutureNow Post
Thursday, Nov. 18, 2010 at 3:58 pm

A Strategy to Make Your Web Site Better, Win After Win

November 18th, 2010

Life Source Water has been working with us for a little over a year; long enough to have developed an appreciation for the compounding conversion rate lifts typical of testing and implementing our recommendations. Because a primary goal of our work with clients is to start generating revenue and ROI as quickly as possible, the first step of our Conversion Rate Optimization (CRO) process is to help people who are ready to buy complete their purchases. Thus, we typically begin our…

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FutureNow Post
Thursday, Oct. 21, 2010 at 9:06 am

Lead Value: What It Is, How to Calculate, and Why

October 21st, 2010

There’s no denying it: Conversion Rate improvements are great, but at the end of the day, data is nothing more than a bunch of numbers, while cash is something you can take to the bank! And more importantly, if you’re the Marketing Department, dollars are something you can take to the CEO and other decision-makers at your company to maintain buy-in for your Conversion Rate Optimization (CRO) efforts and spending requests. That’s why it’s important to always tie your CR…

...continue to read "Lead Value: What It Is, How to Calculate, and Why"

FutureNow Post
Wednesday, Apr. 7, 2010 at 10:30 am

What Are the Overlaps Between CRO and SEO?

April 7th, 2010

SEO.001FutureNow is not a Search Engine Optimization (SEO) firm.  I am not an SEO practitioner.  So why blog about it?  Because there still seems to be misunderstanding out there in the online marketing world about how SEO does, or doesn’t, fit into a Conversion Rate Optimization (CRO) strategy.

For some background, you can read Melissa Burdon’s post from over 3 years ago about the “battle” between SEO and conversionStill a completely valid and valuable post today! Another…

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FutureNow Post
Monday, Apr. 5, 2010 at 11:00 am

When Customer Reward Programs Backfire

April 5th, 2010

Ahhhhh, yes… those ever-so-compelling customer rewards and points.  In addition to discounts and freebies, many companies now offer points as a system of rewards for their customers and clients.  While I’m all for getting an extra 10% off my next pair of shoes, or $15 dollars off my next purchase of $150 (or more), I believe that if you really want to reward your visitors, make it easy for them to redeem these special bonuses.  If…

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FutureNow Post
Wednesday, Jan. 20, 2010 at 8:02 am

How to Use Blog Comments for Persuasion: Dos & Donts

January 20th, 2010

Today’s topic is all about using blog (or forum) comments to drive qualified traffic to your site, and how to begin the persuasion process.  It’s an interesting topic for me since I read nearly every comment that gets left on my GrokDotCom posts.

Note: before you read further, understand that this post is NOT about how to use blog comments as a Search Engine Optimization (SEO) tactic.  This post is about how to use blog comments to begin an…

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FutureNow Post
Monday, Jan. 4, 2010 at 9:10 am

Where to Spend Your Marketing Dollars in 2010

January 4th, 2010

2010We all know from experience that it’s difficult to get ahead in the online world without spending on marketing in one way or another.  Since it’s hard to be the expert at everything in the online marketing industry, outsourcing expertise ends up being the most efficient strategy. Now, you just need to balance your limited budget so that you spend your marketing dollars in a way that realizes the highest return on your investments (ROI).

These are some of the questions…

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FutureNow Post
Friday, Dec. 18, 2009 at 8:07 am

Content Targeting: Helpful Tool or Money Pit?

December 18th, 2009

throwing-away-money1.jpg (JPEG Image, 400x400 pixels)_1260892139315 Yesterday, Brendan Regan and myself were looking into a client’s marketing efforts in Google Analytics and found something extremely disturbing–they were using Google’s AdWords content targeting as their primary means of paid traffic. Nearly half of their traffic was coming through paid search, and of that half, around 80% was content targeting. In comparison to the rest of the site, page visits were down 37%, time on site was down 20%, and their bounce rate was up 40% .  There’s no…

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FutureNow Post
Wednesday, Dec. 9, 2009 at 8:07 am

B2B Marketing Book Review and Commentary, Part 2

December 9th, 2009

digbodlangLast week, I posted Part 1 of my book review of Steven Wood’s Digital Body Language book.  It covered how the landscape of B2B, complex sales, and marketing has changed because of rapid developments in the Online world, and what the Digital Body Language (DBL) concept is.

In this post, I’ll wrap up by covering some of the benefits you can get if you learn to observe and leverage DBL, as well as some of the author’s ideas about the future of…

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FutureNow Article
Wednesday, Dec. 2, 2009

B2B Marketing Book Review and Commentary, Part 1

December 2nd, 2009

digbodlangI recently finished up a darn good book on B2B marketing called Digital Body Language: Deciphering Customer Intentions in an Online World. It was written by Steven Woods, who co-founded the ‘marketing automation platform’ vendor, Eloqua, in 1999.

I’m going to attempt to summarize, review, and add some commentary as it pertains to how we at FutureNow use this concept of ‘digital body language’ to increase the marketing effectiveness of lead generation sites.

First off, I would say that the title of…

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