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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, Aug. 9, 2010 at 1:41 pm

Analytics How-To: Segment for Sticky Content

August 9th, 2010

I’m going to share a custom segment that I came up with that has been both fun and useful to apply to our clients’ web analytics data.

One of the best reasons to segment web analytics data is to answer a business question, so let’s start with a few business questions that this segmenting trick might help answer:

I want to optimize the conversion rate for my segment of engaged, return visitors. Where should I focus my optimization budget?

I’m redesigning my Information Architecture.…

...continue to read "Analytics How-To: Segment for Sticky Content"

FutureNow Post
Tuesday, Aug. 3, 2010 at 6:40 pm

3 1/2 Reasons Why Online Marketers Should Attend Tradeshows

August 3rd, 2010

I recently attended a trade show with one of FutureNow’s clients, and was reminded of how valuable this type of experience is to online marketers who want to improve their online conversion rate and marketing/sales results.

Before I dive into my 3 1/2 reasons why you should attend your company’s next relevant trade show, let’s make sure we’re on the same page about what a “trade show” is.  There are many industry-centric gatherings that I’m NOT focusing on. An example might…

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FutureNow Post
Monday, Jun. 14, 2010 at 11:50 am

Scroll With Me, Baby: The 80/20 Rule Strikes Again

June 14th, 2010

Over two months ago, I read some findings from a usability study about “scrolling and attention.”  The data was very interesting, and I knew I wanted to post about it, but I couldn’t get a handle on what the data was telling me.

Sometimes, when you know an insight is there, you must “shelve” the data for a while to rest your brain.  It’s why the “let me sleep on it” approach is such a popular decision-making tactic :)

So,…

...continue to read "Scroll With Me, Baby: The 80/20 Rule Strikes Again"

FutureNow Post
Friday, May. 28, 2010 at 11:54 am

The 3 Stages of the Buying Process: Expanded Definitions

May 28th, 2010

We often reference the 3 stages of the buying process on this blog.  As FutureNow’s founders defined them over 5 years ago in Call to Action, they are:

Early Stage Buyer: In Early Stage, people have made the decision that they are interested in buying something, but don’t know exactly what they want/need to buy. They’ll want to see all the different types of products available, and what the pros/cons are for each type. They need as much information with regards to choices,…

...continue to read "The 3 Stages of the Buying Process: Expanded Definitions"

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, Nov. 4, 2009 at 9:30 am

A Clicks-to-Bricks Site Optimization Checklist

November 4th, 2009

checklistBecause I live in the optimization world, I sometimes assume that certain web site strategies are common sense and obvious. I sometimes forget that the only reason why they are common sense and obvious to me: Because I analyze and optimize web sites all day, every day. That’s a bit of an unfair advantage!

At FutureNow, we work with clients in a variety of industries and business models: e-commerce, lead generation and catalog. Lately, I’ve had the pleasure of working with some…

...continue to read "A Clicks-to-Bricks Site Optimization Checklist"

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…

...continue to read "How Would Sterling Cooper Deal with Digital Natives?"

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…

...continue to read "Nobody wants to read your sh**!"

FutureNow Post
Wednesday, Aug. 5, 2009 at 9:50 am

On Target Copywriting and the next “Buns of Steel”

August 5th, 2009
You probably won’t like the website I’m about to show you.

Lou vs BradIn fact, you may not like the product, either, simply because you’re probably not part of their targeted audience.  So make up your mind now to look past that in order to see the marketing decisions behind both the product and the site.

Let’s start by imagining that you’ve just been challenged to enter the fitness category. Not to sell some machine or piece of equipment, but to sell…

...continue to read "On Target Copywriting and the next “Buns of Steel”"

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