Every time I see a button or text link that includes or says “click here,” I pull 10 hairs out of my head.  I have a lot of hair, so the good news is that I won’t go bald anytime soon.  It’s troubling to see that so many sites are still using this language within their calls to action. Using this flimsy phrase makes the call to action weak!

If the call to action is underlined copy, visitors realize…

...continue to read "“Click Here” Makes Me Rip My Hair Out"

Today, Ralph Wilson’s internet marketing resource, Web Marketing Today, posted Part 1 in a two-part video interview with our Bryan about concrete ways to improve product pages for higher conversions.  In it, Bryan explains how FutureNow took on the product page design of eCommerce heavyweight Land’s End, and shows how you can use layout changes to test the buying path on your own product pages.

If you’re interested in improving your product detail/landing pages and cross-selling, this video (and upcoming Part 2 video)…

...continue to read "Cross-post: How to Improve a Product Page, Part 1"

I have a bad habit, when I’m using my personal Gmail account, of clicking on the most ridiculous-sounding PPC ads Google decides to serve me.  I know, I need help

One such ad brought me to a very tall landing page with the expected “sales letter” style copy. What struck me, though, was the hilarious call to action button at the bottom of the page.

And so I give you (drum roll, please) the Call to Action of The Day!

Do you Grok…

...continue to read "Call to Action of The Day: Send Us Your Worst"

We at FutureNow sometimes wonder why more companies aren’t busy optimizing their websites and online marketing, or why those who are “on board” with the concept don’t always commit the right amount of resources towards the effort.

I’m not a mind-reader, but I think it’s due in part to an all-or-nothing mentality where nothing short of a full optimization ‘project’ is worth putting effort into.  Most companies are more interested in redesigning their websites all at once instead of incrementally, even though…

...continue to read "For Every Optimization, There’s a Pyramid, So Get Started"

I couldn’t help but write down a few comments and links in response to a recent Smashing Magazine post.  Designed to Sell: 8 Useful Tips to Help Your Website Convert kicks major butt, and I thought you’d both enjoy the article and a few comments/additions thrown in for each of the 8 tips:

Basically, make sure your design elements – and most especially your pictures – enhance your credibility and put visitors in the right emotional frame…

...continue to read "Comments on 8 Useful Conversion Tips"

Hanging out at SES Chicago last week, I spent some time with Stewart Quealy, VP of content development for SES, who told me that he enjoyed my last column about the power of a great unique value proposition. He suggested that as more new faces begin to adopt conversion rate optimization, some may not be as familiar with the fundamentals as many of us are.

And of course, the end of the year is always a good time to talk the fundamentals.…

...continue to read "Calling You to Action"

“Leach is unusual in giving his quarterback the authority to change every play, wherever the line of scrimmage. “He can see more than I’ll ever see,” Leach says. ‘If I call a stupid play, his job is to get me out of it. If he doesn’t get me out of it, I might holler at him. But if you let him react to what he sees, there’s a ton of touchdowns to be had.’ All Leach is really saying to…

...continue to read "Texas Tech Tuesday – Part II: Maximizing the Possibility of Something Good Happening"

Bryan, Lisa & John are all excited because Always Be Testing: The Complete Guide to Google Website Optimizer  sold out in less than a month. Wiley had to order a second edition and we know that it will barely cover the back orders. Nice job!

I read their book. It’s a great book. I’m just trying not to read any books that aren’t available for my Kindle. I love my Kindle! You just have to love a device that allows…

...continue to read "Why I love My Kindle Even More"

Who: Bryan Eisenberg, Co-Founder & EVP at FutureNow, and Tom Leung, Business Product Manager at Google.

What: “Always Be Testing” Webinar: Landing Pages: Headlines and Calls to Action

When: Wednesday, August 27, 2008 | 12:00pm EST

Where: Online, register here to receive your invitation

How much: It’s free, but space is limited so sign-up today!

About this session:

Last month kicked off the series with a webinar on testing trust and confidence building elements on landing pages (view archive ). Our August session will continue to explore…

...continue to read "Free Webinar: August Session of “Always Be Testing” Webinar Series"

Who: Bryan Eisenberg, Holly Buchanan, Jeff Sexton and select members of the FutureNow team.

What: Our most popular seminars return to New York City for this exciting two-day training event. Get first-hand advice from FutureNow’s leading experts in online conversion, persuasion and customer focus.

In order to keep things relaxed and ensure that guests have a chance to get all of their questions answered, class size is limited, so act soon!

Choose one seminar and save. Choose both and save big.

Persuasive Online Copywriting is…

...continue to read "Two FutureNow Seminars, 6/2-3 in New York City"