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Marketing Rants

FutureNow Article
Monday, May. 1, 2006

We Are So Not There Yet!

May 1st, 2006

Think ebusiness has achieved maturity? Well, think again!

We’ve been circulating a recent email from The e-tailing Group1 around the office. Bryan started it: “So, guys … what’s wrong with this picture?” Everyone chipped in an observation or two, but the real wrongness lives in these words:”… the online channel is now truly established …. However, this growth is more measured as with this maturation, it is harder to move the revenue growth needle …”

Whoa there, Nelly! I’ve got something to…

...continue to read "We Are So Not There Yet!"

FutureNow Post
Friday, Mar. 31, 2006 at 12:54 pm

Traffic Cost Inflation, Coming to a Marketing Budget Near You

March 31st, 2006

A large part of the marketing battle has traditionally been fought over traffic versus impressions. The more people exposed to the marketing, the better. So to improve marketing results, marketers typically bought more traffic.

In an age of media fragmentation and customer control, this approach works less well each passing minute. It simply costs more to reach fewer people.

Tomorrow’s successful marketers must find a way to do more with less traffic.

TV Packs Less Punch

According to a Forrester poll conducted in partnership with…

...continue to read "Traffic Cost Inflation, Coming to a Marketing Budget Near You"

FutureNow Article
Friday, Nov. 11, 2005

Another Dumb Pet Trick

November 11th, 2005

Don’t wind up teaching your visitors to beg (or bail)

Bryan couldn’t wait to email me the screen shots. “This is crazy! I can’t believe they’re doing this.” There’s a lot we can’t believe folks do, so this actually isn’t an unusual situation. But Bryan was … um … peeved. (That’s putting it politely.)You see, DJ needed a bowl for his water, and providing for DJ proved slightly more complicated than Bryan had anticipated. In his words …

Read the rest of…

...continue to read "Another Dumb Pet Trick"

FutureNow Article
Thursday, Sep. 1, 2005

Honey v. Vinegar

September 1st, 2005

Error messages that avoid blaming your visitors reinforce your customer focus

My neighbor to the right shakes his head and informs me, “You catch more flies with honey than vinegar.” He does this whenever the topic of my neighbor to the left comes up in conversation – it’s his way of saying my neighbor to the left is lacking in the interpersonal communication skills department.Far too many Web sites serve up a nasty dose of vinegar when it comes to the…

...continue to read "Honey v. Vinegar"

FutureNow Article
Sunday, May. 1, 2005

Are You Asking the Right Question?

May 1st, 2005

The key to dramatically improving your conversion rate lies in helping your visitors “buy better”

It’s official. Call to Action, our anthology on conversion rate marketing, has hit the streets. Snag your copy from your vender of choice: Amazon or Barnes and Noble.In keeping with recent articles in which I’ve shared tips that didn’t make it into our new book (my utterly devious strategy for encouraging you to discover what did), I offer you this from usability guru Jared Spool, the guiding…

...continue to read "Are You Asking the Right Question?"

FutureNow Article
Saturday, Jan. 1, 2005

Still Falling Short in E(xceptional)-tail?

January 1st, 2005

More ways to examine your site through the eyes of your visitors

When it comes to online shopping, consumer confidence is increasing. More folks are turning to the Internet for their shopping needs – this holiday season alone, online spending was up 25% over the last holiday season (according to one statistic I ran across). That’s cheery news for all of us. But don’t whoop it up too much just yet. Truth is, the mere presence of more traffic isn’t going…

...continue to read "Still Falling Short in E(xceptional)-tail?"

FutureNow Article
Wednesday, Sep. 15, 2004

The Grok’s Biggest Gripes

September 15th, 2004

Participation in Future Now’s customer-focused online retail survey highlights frustrating practices.

Things are buzzing around here. It’s time for our annual Online Retail Study for Customer Focused Excellence. We’ve got our Excel sheets prepared, and we’re motivated to buy. We find something that trips our trigger (within budget, the accountant chimes in), we can purchase it. Of course, I would get assigned stores like golfballs.com (the balls are about the right size, but the clubs?) and gloss.com (you ever try to…

...continue to read "The Grok’s Biggest Gripes"

FutureNow Article
Monday, Mar. 15, 2004

Bad Copy: An Example in the Negative

March 15th, 2004

How not to write for your Web site.

We’ve talked often enough about the importance of communicating your value proposition, not only on your home page, but on all your landing pages. You want to give folks an up-front, concise idea why they absolutely need to be doing business with you.

And we’ve talked about the importance of the message being meat, whether you are penning the words to that value proposition or any other piece of copy on your site.

Sometimes it…

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FutureNow Article
Thursday, Jan. 1, 2004

CAN-SPAM: Loin-Girding 101

January 1st, 2004

The most basic way to understand how changes to your Web site affect your conversion rates.

What you need to know and do about the CAN-SPAM Act of 2003

Many of the things I suggested you do to be a decent human being when it came to managing the email side of your online business (Opting Options) are no longer optional niceties you can employ to delight your customers. The CAN-SPAM Act of 2003 will make basic courtesy mandatory. Or else! As in,…

...continue to read "CAN-SPAM: Loin-Girding 101"

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