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FutureNow Post
Wednesday, Nov. 23, 2011 at 7:30 am

12 Days of Conversions: Day 1- Black Friday

November 23rd, 2011

Santa's arm delivering presents through a computer screenHere at FutureNow we are celebrating the holidays by offering you 12 days of holiday optimization. Yup, you heard me right. Free tips to easily improve your online performance for 12 days straight! For the next 12 days, we are going to guide you through some tips and techniques to help you meet and exceed your goals for your 2011 4th quarter.  Seeing as this Friday will be Black Friday, we thought we could start you off by…

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FutureNow Post
Thursday, Aug. 18, 2011 at 10:29 pm

Diagnosis CRO: health insurance for your site

August 18th, 2011

I have the privilege of meeting a variety of business owners in a casual, unobtrusive environment I think of as my own personal research vault. I delve into their current and working knowledge of CRO (conversion rate optimization) by asking them unassuming questions. We discuss their jobs, favorite sports teams, experience with travel, and their pets. Eventually they ask me,“What is it you do?”

“CRO, or conversion rate optimization. I help websites get more conversions – let’s say sales, newsletter signups or…

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FutureNow Post
Thursday, Jan. 13, 2011 at 1:51 pm

Budget for Conversion Rate Optimization Success – Part 2

January 13th, 2011

Yes.  You know that successful Conversion Rate Optimization means more than having the right mindset and corporate structure.  Yes.  You know you need to allocate budget to your efforts too.  How much budget is the question.

What factors into your CRO budget (cont’d)

Yesterday, in Part 1 of this article, we covered the obvious cost of CRO (getting comprehensive conversion advice) and listed a few tips to help you figure out how much to budget for direct CRO…

...continue to read "Budget for Conversion Rate Optimization Success – Part 2"

FutureNow Post
Wednesday, Jan. 12, 2011 at 6:30 pm

Budget for Conversion Rate Optimization Success – Part 1

January 12th, 2011

Back in 2010 (ok, so it was only 4 weeks ago) I blogged about why CRO deserves a line item in your 2011 budget.  But just how much should you budget for quality direction?  Are there “hidden” costs you should be aware of?   Choosing something on your site to test, running that test, and then moving on to the next item may sound simple, but there are all kinds of things that can happen along…

...continue to read "Budget for Conversion Rate Optimization Success – Part 1"

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, Oct. 28, 2009 at 9:00 am

How Would Sterling Cooper Deal with Digital Natives?

October 28th, 2009

I perused a recent survey conducted in the U.K. about how young adults, a.k.a. “Digital Natives,” feel about the Web.  Like all surveys of this age group and how they interact with technology, it was fascinating.

The survey involved nearly a thousand participants ages 16 to 24, and the good news for us as online marketers was that 75% of respondents said that they “couldn’t live without the Internet.” Wow, that’s a bold statement indicating that the Web will continue to be a…

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FutureNow Post
Monday, Sep. 21, 2009 at 12:05 pm

Nobody wants to read your sh**!

September 21st, 2009

Stop TalkingMost valuable writing lesson ever. Or so says Steven Pressfield in this blog post on how his first professional job as an advertising copywriter indelibly carved this truth on his psyche:

“Nobody wants to read your shit.

Let me repeat that. Nobody–not even your dog or your mother–has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and…

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FutureNow Post
Wednesday, Sep. 2, 2009 at 12:35 pm

Just Say The Thing – Why Relevance Always Wins

September 2nd, 2009

Hemingway Quote

My friend and brilliant copywriter, Chris Maddock, frequently exhorts his writing students to “Just say the thing.”  This advice is based upon Chris’s extensive experience in what’s working right now for radio ads – and just as importantly,  what’s no longer working for any type of copywriting.

Google and the Internet have trained us to ruthlessly sort for relevance, and we now demand messaging formatted for, and adapted to, rapid sorting.  If visitors can’t get on your website,…

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FutureNow Post
Monday, Aug. 17, 2009 at 10:06 am

FutureNow’s “Best Of” List from SES 2009 San Jose

August 17th, 2009

ses09_logoBryan and I had the honor of attending and speaking at this year’s Search Engine Strategies Conference in San Jose. The amount of blogging and tweeting going on during the conference was phenomenal, so we won’t attempt to “cover” what went on.

Instead, we’d like to present our brief “Best Of” List so you can get some quick highlights from our (somewhat biased) perspective:

Here we go…

Best Presentation: “How to Turn Your Web Analytics into a Money Making Machine.” Bryan Eisenberg, Avinash Kaushik, Jim Sterne, and…

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FutureNow Post
Monday, Aug. 10, 2009 at 1:13 pm

Radio and the Internet Put the Smackdown on Newspapers

August 10th, 2009
Or at least why the assumptions behind the review are off-base

newspaper-association-america-survey-mori-primary-medium-checking-advertising-2009According to the nifty pie-chart to the right and the related study, because  print newspapers reach people who are actively looking for, or “checking,” ads, they are still a solid advertising medium.  How these people can conclude one thing from the other is utterly beyond me.

While newspapers may be a medium that still draws people  who are actively searching out ads, that hardly means newspapers are…

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