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Customer Reviews

FutureNow Post
Tuesday, Aug. 12, 2008 at 4:29 pm

Free Books & Signing at Search Engine Strategies San Jose

August 12th, 2008

On Monday, August 18, 2008 at 12:30pm, my co-author friend and colleague Bryan Eisenberg, founder of FutureNow and co-author of the New York Times bestselling books, “Waiting For Your Cat to Bark?” and “Call to Action”, will launch “Always Be Testing: The Complete Guide to Google Website Optimizer” at Search Engine Strategies (SES) San Jose ( The event will be held August 18-21, 2008 at the San Jose McEnery Center.

Bryan will be presenting the session “Pay Per Conversation” together…

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FutureNow Post
Monday, Aug. 11, 2008 at 6:27 am

Why Product Reviews Are Better Than Product Descriptions

August 11th, 2008

The other day I was looking at a website – – and saw an excellent example of why product reviews do a better job of selling products than product descriptions do.   I was looking at the product page for a girl’s bicycle helmet.

The product copy had this to say about the helmet:

“The ergonomic designed padding and an additional pad set for the perfect individual fit guarantee ultimate comfort.

The product review had this to say about the helmet:

“The helmet…

...continue to read "Why Product Reviews Are Better Than Product Descriptions"

FutureNow Post
Tuesday, Jul. 8, 2008 at 3:08 pm

Case Study: Comcast uses Twitter to delight

July 8th, 2008

Sitting down to the watch the Sox game last night, I surfed over to my hometown paper and found an absolute gem of customer-centricity in the most unlikely of places – a cable television company. As someone who’s lived in a few different markets over the years, I’ve experienced Time-Warner, Comcast, Primestar, Cablevision, and Verizon, and I can tell you there is one common bond that stands out amongst all of Big Cable – the privilege each of the CSRs allowed me…

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FutureNow Post
Monday, Jun. 2, 2008 at 2:24 pm

It Takes More Than Words to Out-Karaoke Microsoft

June 2nd, 2008

Not long ago, Microsoft showed just how bad a corporate motivational video can be with an utterly painful Bruce Springsteen adaptation that proved a fitting soundtrack the equally lackluster Vista operating system. (So much for the “Start Me Up” days of the Windows ’95 release.)

As a former music journalist and current karaoke champion [in my own mind], I know a bad remix when I hear one. That’s why I’m particularly impressed with this outlandishly cheesy/brilliant rework of Extreme’s soft “rock” hair…

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FutureNow Article
Friday, May. 23, 2008

How to Gain and Act on Customer Insights

May 23rd, 2008

gain customer insightTesting and optimization are a necessity in any marketing endeavor. I’ve gone deeper into the subject in several columns, such as “Conversion Folly Funnel” and “We Tried That Already.” Today, I want to focus on one aspect of optimization: customer insight.

Success in testing doesn’t necessarily indicate success in customer insight. For example, you can test landing pages, determine the best landing page, and enjoy an increase in conversion. But do you know why it converts better? Oftentimes marketers gain knowledge…

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FutureNow Article
Tuesday, Apr. 29, 2008

Using Customer Review Keywords to Pick Up Women, Men

April 29th, 2008

men vs. women product reviewsHave you ever noticed that if you really want good information about a product, you’re much more likely to find that information in a product review than in the product description itself?

Why aren’t product descriptions more helpful?

Here’s one thought: Men and women may care about different things. Product descriptions may not be speaking to both genders’ needs. In product reviews, men talk about what they care about, and women talk about what they care about. This may be one reason why…

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FutureNow Post
Thursday, Apr. 17, 2008 at 6:16 pm

Over 11 Billion Customer Reviews, and Counting…

April 17th, 2008

Bazaarvoice customer review syndicationHow many consumer-generated reviews are out there today? We’re not sure, but it’s staggering to think that one firm has already enabled over 11 billion (with a “B”) customer reviews — and counting!

Bazaarvoice* recently started tracking their networks total “reviews served” and placed a counter on their homepage. If you’ve ever wanted to know how quickly the market’s demand for social commerce reviews is growing, this pretty much says it all.

Just yesterday, their CEO and founder, Brett Hurt, emailed to…

...continue to read "Over 11 Billion Customer Reviews, and Counting…"

FutureNow Event

Bazaarvoice Social Commerce Summit, Austin

April 17th, 2008

Bazaarvoice Social Commerce SummitWho: Bryan Eisenberg (FutureNow), Josh Bernoff (Forrester Research), Kelley Mooney (Resource Interactive), Ze Frank (vlogger extraordinaire), Andy Sernovitz (Word of Mouth Marketing Association), Ed Keller (Keller Fay Group), Pinny Gniwisch ( and more!

What: From the event website:

Today there’s no denying that power has shifted to the consumer. You’ve heard this message amplified through books, blogs, articles, and events. “User-generated content,” “word of mouth,” “Web 2.0,” and “social networking.” Ok, you get it. However, many exciting marketing tactics classified under these…

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FutureNow Post
Monday, Feb. 25, 2008 at 4:30 pm

70% of Online Shoppers Read Multiple Product Reviews

February 25th, 2008

An e-tailing group study commissioned by PowerReviews has further revealed the necessity for customer-generated product reviews on e-commerce sites.

It seems the majority of online shoppers want to hear what people like them have to say about the product they’re researching. Almost 70% of customers looked at more than 4 reviews before making a purchase.

The study also gives a sense of how long visitors spend reading reviews before their purchase (50% spend over 10 minutes) and found that most people read reviews once…

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FutureNow Post
Friday, Dec. 7, 2007 at 6:11 am

Online Retailers Fail Customer Experience 101

December 7th, 2007

F_Grade.jpgMy Company (Future Now) just released its “2007 Retail Customer Experience Survey,” revealing both good and bad news.

Bad news first. In aggregate, online retailers fall far short of offering good or even adequate customer experiences. A pathetic 4 out of 330 sites would get a passing grade in Customer Experience 101. It’s frightening to consider how much money is being left on the table and how many conversion opportunities are missed.

The good news? Companies show improvement over the last survey,…

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