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Google Website Optimizer

FutureNow Article
Monday, Mar. 24, 2008

Top 7 Tips for Optimizing Low-Traffic Websites

March 24th, 2008

On our “Ask the Experts” post, one reader asked how to go about optimizing a low-traffic website.

We get this question a lot.

Marketers — particularly small business owners and do-it-yourself-ers — want to know if optimization is worth it. They’re short on time and they’re dealing with limited resources. They can’t wait six months to fix something that’s broken now. They don’t have the luxury.

If you’ve realized optimization can’t wait, and you don’t have the budget to hire a firm, consider…

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FutureNow Post
Friday, Mar. 14, 2008 at 6:21 pm

The Price of Perfection

March 14th, 2008

Recently, one of our regular readers blogged about testing with Google Website Optimizer (GWO).

In the discussion thread, a respondent worried that he may not be able to use GWO because his company’s website has a database-driven content management system. He described himself as a “perfectionist” and it didn’t settle well that content was somehow taken “out” of his site and hosted on Google. Further, one of his company’s consultants commented to him that GWO just “isn’t useful” for a complex database-driven site.

First…

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FutureNow Article
Friday, Feb. 29, 2008

How to Prioritize Your Optimization

February 29th, 2008

Everyone wants to optimize. If you’re like most companies, you have a laundry list of things you’d like to do with your site. You know instinctively that all the items on the list are of equal value. You know some might have more impact than others. You also know these items require different amounts of effort and resources. So the obvious question is, “Where do I begin?”

You’re likely familiar with Maslow’s Hierarchy of Needs, which states that human beings must…

...continue to read "How to Prioritize Your Optimization"

Special Announcement
Wednesday, Feb. 27, 2008

“What Should I Test?” Free Google + Future Now Webinar

February 27th, 2008

In the past few months, we’ve received emails and comments from people who want to know the secret. They’ve read a few posts on website optimization testing, but they’re disillusioned. Their tests haven’t been effective — meanwhile, Future Now keeps yammering about how…

“Lead generation went up 5,000%!” (Tumbleweed rolls.)

“They doubled their conversion rate!” (Crickets chirp in disbelief.)*

Don’t think you can do it? Bryan Eisenberg and Google’s Tom Leung disagree. Join them for a free webinar on March 11th.

*Please Note: Case studies not boring when about…

...continue to read "“What Should I Test?” Free Google + Future Now Webinar"

FutureNow Event

Webinar: Getting Results with Google Website Optimizer

February 27th, 2008

Who: Google Website Optimizer’s Product Manager, Tom Leung, and Future Now co-founder Bryan Eisenberg.

What: Want to improve your website’s performance? Interested in learning how to get the most out of Google’s free A/B and multivariate testing tool, Website Optimizer? This one’s for you.

In previous webinars (“Introduction to Website Optimizer” and “Creating and Launching Experiments“), the Google Analytics and Google AdWords teams have shown how to use the tool. But this time around, they’ll be delving into a more fundamental question: “What…

...continue to read "Webinar: Getting Results with Google Website Optimizer"

FutureNow Article
Friday, Feb. 22, 2008

Website Optimization Starts With a Hypothesis

February 22nd, 2008

NINE OUT OF TEN PEOPLE WOULD RATHER NOT READ THIS SENTENCE IN ALL CAPS.

That may or may not be true. At the moment, this statement is merely a guess, an assumption — but it’s testable. It’s a hypothesis.

People love to insist that your website is made of magical ones and zeros. “It’s HTML,” they’ll say. “It lives on triple-redundant co-located servers,” they’ll argue. Yet the truth is much simpler, and scarier, than that.

Your website is a tower of assumptions. Everyone’s…

...continue to read "Website Optimization Starts With a Hypothesis"

FutureNow Post
Friday, Feb. 8, 2008 at 4:22 pm

Is Something Wrong With Your Design?

February 8th, 2008

broken web designI’m still settling in from my trip last week to the Internet Retailer Design conference. If you didn’t attend, you missed a great first-time show, so you’ll have to check it out next year.

Over 800 people showed up to hear the speakers and meet with consultants (like me) to evaluate their current websites — and some even discussed mock-ups and prototypes of new versions of their sites. My back-of-the-napkin calculation is that Internet Retailer gave away around $150,000 worth of…

...continue to read "Is Something Wrong With Your Design?"

FutureNow Article
Friday, Jan. 25, 2008

Testing Add-to-Cart Buttons: Stuck in the Middle With You

January 25th, 2008

super sounds of the 70'sBryan walked into my office the other day to point out an interesting item found while surfing: a left-sided add-to-cart button on a product detail page.

We chatted back and forth about the conversion issues involved with placing it there — and in fact, one of our Conversion Analysts, Peter, commented on this very topic in his latest post — but soon our conversation turned to something much more interesting than left-sided calls to action: the testing of left-sided calls to action.

“Do you…

...continue to read "Testing Add-to-Cart Buttons: Stuck in the Middle With You"

FutureNow Article
Friday, Nov. 2, 2007

Google Website Optimizer: 7 Powerful Tests

November 2nd, 2007

This week, the Google Website Optimizer team hosted a two-part webinar series on how to use their powerful — and free! — testing software. In addition to the popular A/B and multivariate tests, Google walked attendees through basic testing methods, then went on to some more advanced techniques.

Here’s the “Cliffs Notes” version, in case you couldn’t make it:

A/B Test — Allows you to test different versions of the same page. Let’s say you want to test the homepage. To indicate which version…

...continue to read "Google Website Optimizer: 7 Powerful Tests"

FutureNow Article
Thursday, Sep. 27, 2007

How to Double Your Conversion Rate

September 27th, 2007

Most e-commerce sites only convert three out of every hundred people who visit their sites. What a shame! And the worst side-effect of this fact is apathy.

People often ask us, “What’s the average Conversion Rate in my industry?” Fair enough, but does it matter? If you’re converting less than 1/10th of your traffic, you should be concerned. If you’re converting more than that, you can do better. We all can. It’s even possible to double your conversion rate, if you…

...continue to read "How to Double Your Conversion Rate"

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