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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
Monday, Jul. 19, 2010 at 11:59 am

The Fast Way to Optimize Your Site for Scent

July 19th, 2010

The “scent of information” is an important concept for anyone who wants to optimize their online conversion rate. It’s important enough that we’ve been writing about scent on this blog since at least 2006! We recognize, however, that optimizing for scent isn’t easy to do. It involves web analytics data, psychology, copywriting, and web design at a bare minimum. But, the payoff can be huge in terms of more sales, more leads, or more subscriptions from those who come to your…

...continue to read "The Fast Way to Optimize Your Site for Scent"

FutureNow Article
Friday, Feb. 19, 2010

Your Website is Unique. Don’t Settle for Best Practices.

February 19th, 2010

free-270x300.jpg (JPEG Image, 270x300 pixels)_1266259080494In a recent comment I received on one of my older blog posts, a reader pointed out that much of the advice I had provided was for people who were just beginning optimization efforts and they (the commenter) wanted something more meaty for themselves to sink their teeth into.  This is not the first time I’ve seen this type of comment on a blog post, and I know that many of the Grok’s readers are DIY-ers who get frustrated…

...continue to read "Your Website is Unique. Don’t Settle for Best Practices."

FutureNow Post
Monday, Jan. 4, 2010 at 9:10 am

Where to Spend Your Marketing Dollars in 2010

January 4th, 2010

2010We all know from experience that it’s difficult to get ahead in the online world without spending on marketing in one way or another.  Since it’s hard to be the expert at everything in the online marketing industry, outsourcing expertise ends up being the most efficient strategy. Now, you just need to balance your limited budget so that you spend your marketing dollars in a way that realizes the highest return on your investments (ROI).

These are some of the questions…

...continue to read "Where to Spend Your Marketing Dollars in 2010"

FutureNow Post
Monday, Dec. 28, 2009 at 1:32 pm

How To Find the Root Causes of Low Conversion Rate

December 28th, 2009

Conversion Rate Marketing_ Improve your website conversion rate with OnTarget by FutureNowWe get questions all the time from visitors, clients, and blog readers about what to do: How do I improve my conversion rate?  What’s the best analytics program?  Who should I hire to build my new site?  When is the best time to optimize? And much of the inspiration for our blog posts come from these very questions.

Monday, I got a call from my colleague, Marijayne Bushey, who told me about a great question she got via our…

...continue to read "How To Find the Root Causes of Low Conversion Rate"

FutureNow Post
Monday, Dec. 28, 2009 at 9:38 am

How To Assess Why Some Affiliates Outperform Others

December 28th, 2009

Recently, I wrote a blog post about looking at the data in your analytics to understand not only what is happening in the most important areas of your site, but also why these things are happening.  I chose to focus on “Search” as the traffic source and used that as my main example when beginning to look at your data. The following was a question that a reader left as a comment on the post;

“If I’m doing affiliate marketing and notice…

...continue to read "How To Assess Why Some Affiliates Outperform Others"

FutureNow Post
Friday, Dec. 18, 2009 at 8:07 am

Content Targeting: Helpful Tool or Money Pit?

December 18th, 2009

throwing-away-money1.jpg (JPEG Image, 400x400 pixels)_1260892139315 Yesterday, Brendan Regan and myself were looking into a client’s marketing efforts in Google Analytics and found something extremely disturbing–they were using Google’s AdWords content targeting as their primary means of paid traffic. Nearly half of their traffic was coming through paid search, and of that half, around 80% was content targeting. In comparison to the rest of the site, page visits were down 37%, time on site was down 20%, and their bounce rate was up 40% .  There’s no…

...continue to read "Content Targeting: Helpful Tool or Money Pit?"

FutureNow Post
Friday, Dec. 11, 2009 at 9:41 am

Data Diving – What’s In Your Dumpster?

December 11th, 2009

Picture 1In my earlier days with FutureNow, I  was a part of a team that was responsible for transitioning clients from signing the contract to getting work from the analyst. Essentially what I did was “take their temperature” to see what they’ve done so far, what resources they have available internally and externally to implement, and understand what different tools they were already using to aid them in their optimization efforts.

One thing to note is that many, perhaps even most,…

...continue to read "Data Diving – What’s In Your Dumpster?"

FutureNow Post
Monday, Dec. 7, 2009 at 9:00 am

Increase ROI On Your Marketing Efforts this Holiday Season

December 7th, 2009

christmas_4Perhaps you’re investing in affiliate marketing and have created some really captivating holiday banners for your affiliates, or maybe you’re investing a lot in PPC this holiday season.

Are you simply looking at whether a marketing effort is converting and bringing in sales? Are you ignoring the step-by-step process visitors are going through from the marketing effort, to final conversion point, and making some assumptions for why one marketing effort might be converting more effectively than another?

Don’t just look at conversion…

...continue to read "Increase ROI On Your Marketing Efforts this Holiday Season"

FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

...continue to read "Are Your Analytics Causing You to Lose 30% of Your Sales?"

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