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Wednesday, Mar. 23, 2011 at 9:14 am

Who Is Your Testing Champion Within IT?

March 23rd, 2011

At last week’s Conversion Conference West, I attended an interesting panel discussion, moderated by our own Howard Kaplan, called “Large Company Optimization from the Trenches.” In it, representatives from larger companies (Blue Shield of California, Symantec, Mattel, Inc., and RealNetworks) shared the struggles and successes of trying to build an optimization practice within a corporate structure. They all talked in part about how they had to “build bridges” to other departments in the company (e.g. Sales, IT, Legal, etc.) in…

...continue to read "Who Is Your Testing Champion Within IT?"

FutureNow Post
Thursday, Dec. 30, 2010 at 12:04 pm

Top 10 Organizational Roadblocks to Optimization

December 30th, 2010

One thing we’ve learned this year is that getting good at conversion rate optimization requires more than just the desire to increase your marketing ROI and revenue. It takes more than a slick behavioral targeting and multivariate testing platform. It even takes more than reading this blog ;)

To reap the full rewards of continuous improvement, it actually takes a shift in the way you work on your website and your marketing. It requires you to change how you operate and execute…

...continue to read "Top 10 Organizational Roadblocks to Optimization"

FutureNow Post
Tuesday, Mar. 9, 2010 at 8:02 am

B2B Buyers Still Want Basics from Your Email Marketing

March 9th, 2010

I recently read some interesting survey research done by the venerable MarketingSherpa around what types of things B2B prospects would find “most useful” in emails sent about product and service offerings. If you have the required membership, you can read the article here.

They surveyed people considered to be B2B “buyers,” meaning the types of folks that a B2B marketer would target.  What I saw in the data, which I’ll summarize in this post, was a great reminder that if you…

...continue to read "B2B Buyers Still Want Basics from Your Email Marketing"

FutureNow Post
Thursday, Jul. 2, 2009 at 11:03 am

They Did It, Did You?

July 2nd, 2009

shutterstock_lightbulbToo many marketers think that great marketing comes from that “fabulous” idea or from the next shiny new object that captures people’s attention. The truth is,  occasionally it does happen. However, just as Thomas Edison tried 10,000 times to make his “fabulous” idea work before it finally did, great marketing takes persistent, continuous execution and experimentation.

On June 18th, I posted a conversion rate exercise on this blog. Two simple exercises to help others understand why they should do business with you.…

...continue to read "They Did It, Did You?"

FutureNow Post
Monday, May. 4, 2009 at 4:20 pm

How to Score Runs (Conversions) Like “Charlie Hustle”

May 4th, 2009

When you convert a visitor to a sale or to a lead, hopefully you have scored a run your competitor won’t. Pete Rose liked to say “Somebody’s gotta win and somebody’s gotta lose and I believe in letting the other guy lose.”

Pete received the nick name “Charlie Hustle” for his unique playing style. He may not have been the athlete with the most talent but he worked harder than anyone. Even when being walked, Rose would sprint to first base,…

...continue to read "How to Score Runs (Conversions) Like “Charlie Hustle”"

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