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FutureNow Post
Tuesday, Feb. 15, 2011 at 10:07 am

See the Visitors Through the Metrics

February 15th, 2011

Saturday night I went out to a new bar to play pool. I’m no pool shark, but enjoy a good game and watching the strategies of others. Within the first ten minutes, it became clear that the hall was short-staffed, and there was some confusion among the employees about who would be doing what. It was slightly annoying, but no sooner had we picked up on the problem than the manager came over to each table, apologized, took responsibility, and…

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FutureNow Post
Wednesday, Jan. 26, 2011 at 8:52 am

Spending Budget on a Ticket for the Paid Search Bandwagon?

January 26th, 2011

With the improvement of the economy over the past year, it is not necessarily a surprise that marketing spends for online paid search have increased. According to the Covario’s 2010 Global Paid Search Spend Analysis report, in America, spending on paid search increased 23% in 2010 from 2009, and is predicted to continue to rise throughout 2011. There may be many factors involved with this continual increase, but one thing to consider is the possibility of traffic cost inflation. Basically, these days…

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FutureNow Post
Monday, Jan. 11, 2010 at 10:50 am

Online Marketing Optimization: 5 Predictions for 2010

January 11th, 2010

I was asked recently to look into my crystal ball and make some predictions for where the online marketing optimization space (including Conversion Rate Optimization) is headed in the next year.

Some of my predictions will be “wishful thinking,” but if I can sway the direction of an entire industry I’d be surprised, honored, and ask for a raise ;)

One of my favorite magazine formats for this sort of thing is the “What’s In and What’s Out” or “What’s Hot and…

...continue to read "Online Marketing Optimization: 5 Predictions for 2010"

FutureNow Post
Wednesday, May. 27, 2009 at 6:42 am

Four Steps To Optimization Success

May 27th, 2009

Since OnTarget debuted, we’ve been learning a lot about why certain clients succeed with optimization, and why others succeed “less.”  To use the exercise regimen metaphor we often refer to, many people start exercise programs with goals of losing weight or a better physique, but not everyone sticks with it and achieves their goals.

We thought we’d share some insights so that if you’re thinking about an optimization program, you can avoid the pitfalls and reap the rewards.

There are many, nuances…

...continue to read "Four Steps To Optimization Success"

FutureNow Post
Thursday, Mar. 5, 2009 at 10:04 am

Sully Sullenberg’s Secret to Online Success

March 5th, 2009

“The bad news is time flies. The good news is you’re the pilot.” ~ Michael Altshuler

In January, I was sitting with Jack Love publisher of Internet Retailer as he was being interviewed on WebMasterRadio. Jack told my friend Jim Hedger that it didn’t take much to look good over the last 6 or 7 years in the ecommerce space while industry growth was 25% or greater year after year. A rising tide lifted all boats. Most people could just be…

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FutureNow Post
Monday, Jan. 26, 2009 at 9:57 am

5 Reasons Competitors May Be Doing Better Than You

January 26th, 2009

There are only so many ways to stand out and become a leader in any market. You can be lowest price driven, operationally excellent, channel dominant, or focused on customer intimacy. Many companies excel at two or three but it is nearly impossible to excel at all of them.

Here are 5 strategies companies use to become market leaders.

They have great operations -

Operations that let them be more efficient than you at getting order picked, packed and delivered so that…

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FutureNow Post
Wednesday, Dec. 17, 2008 at 8:00 am

Sign-of-the-Times Marketing

December 17th, 2008

This may be a sign of the times, but it’s not totally infrequent that a business will attempt to take advantage of a competitors demise – and there are classy and sleazy ways of going about it, right?

I received an email today from The subject line read “Will Office Depot closings affect you?” In the body of the email they lead off that “you can always count on Staples” and show what looks like the beginning of a press…

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FutureNow Post
Friday, Dec. 12, 2008 at 9:07 am

Mini Case Study: How Testing Trumped the Holiday Slowdown

December 12th, 2008

The experience gifting website,, started their pre-Holiday optimization with a very simple A/B test on the Billing page of their shopping cart.  Changing a single layout element on the page was responsible for a 20.48% increase in their Funnel Conversion Rate (ratio of those who started at View Cart and made it through checkout).

While this type of increase is common with our clients, the interesting part of the story comes from a different metric.  During the duration of…

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FutureNow Post
Monday, Dec. 1, 2008 at 7:38 am

Black Friday Results Are In, Are You Ready for CyberMonday?

December 1st, 2008

The first set of results are in. We’re not sure that these days will be representative of the entire season as in past years but we’ll take any good news we can get.

According to Comscore Black Friday sales were flat:

For the holiday season-to-date, $10.41 billion has been spent online, marking a 4-percent decline versus the corresponding days last year, while Black Friday saw $534 million in online spending, up 1 percent. For the combination of Thanksgiving Day and Black Friday,…

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FutureNow Post
Friday, Nov. 28, 2008 at 2:16 am

Black Friday or Bleak Friday?

November 28th, 2008
Amazon's Black Friday deals

Well sports fans, here we go.  Black Friday.  Soon, Cyber Monday.  (Forgive me for the brief digression, but did you know neither Black Friday nor Cyber Monday typically deliver results, in the form of conversions, er, sales, mainly just delivering traffic :(   Unsurprisingly, retail numbers thus far have been bleak, to say the least.

Retailers are hopeful however, and doing everything they can to jumpstart the economy and try to turn a profit this holiday season.  …

...continue to read "Black Friday or Bleak Friday?"

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