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FutureNow Post
Friday, Jan. 20, 2006 at 2:21 pm

Ten E-Business Proverbs for 2006, Part 1

January 20th, 2006

2005 was a great year for e-business.

Goldman, Sachs & Co., Nielsen//NetRatings, and Harris Interactive Inc. reported online sales grew 30 percent year over year this holiday season. That’s great news. If you were one of the businesses that experienced this level of growth (or better), your online business should get lots more attention in 2006. On the downside, you’ll be challenged to hit some lofty growth goals.

A few weeks ago, I shared some thoughts and advice on what you should work…

...continue to read "Ten E-Business Proverbs for 2006, Part 1"

FutureNow Post
Thursday, Jun. 16, 2005 at 2:14 am

Making Numbers Work for You

June 16th, 2005

Three conversion metrics tips that help you optimize your online efforts

Gone are the rose-colored-glasses days of “Gee Whiz.” Return on investment is the imperative. Your bottom line depends on your ability to market intelligently. And your ability to market intelligently depends on the accountability you design into your online efforts. As Jim Sterne of Target Marketing wrote for us, “There is no such thing as a perfect website, there is only … change. Do not expect to ever reach the final…

...continue to read "Making Numbers Work for You"

FutureNow Article
Sunday, May. 15, 2005

Keyword Metrics and Accountability

May 15th, 2005

The “average time on site” metric helps you evaluate the effectiveness of your keywords

What do you think of when someone drops “keyword” into the conversation? I immediately start seeing dogs going at each other demolition derby style – a real dog-eat-dog extravaganza! Keywords are critical, and they are big business.But you only want to dig deep into your pockets for those keywords that are going to earn their keep. How do you identify the hard workers? John Marshall of ClickTracks contributed…

...continue to read "Keyword Metrics and Accountability"

FutureNow Article
Tuesday, Jun. 1, 2004

The Nitty Gritty Behind the Glamour

June 1st, 2004

Monitoring your Key Performance Indicators helps you manage your online efforts effectively

It’s time we had a serious talk about numbers. Data. Metrics. Web analytics. Doesn’t matter what you call the stuff, you simply must stay on top of how your Web site is doing. And the only way you can do that is by looking at those digits. Are you making money or losing it hand over fist? Do you know which parts of your site are humming along like…

...continue to read "The Nitty Gritty Behind the Glamour"

FutureNow Article
Tuesday, Jun. 1, 2004

Help Yourself to a KPI

June 1st, 2004

Know which Key Performance Indicators are worth measuring

Oooo … cookies. And the real kind at that! Hmmm. Chocolate chip or maybe one of those oatmeal raisin ones? Or what about those almondy things? Oh, it’s murder to have to decide which to pick.

You might think the same is true when you try to figure out what you want to measure on your Web site. But actually, all choices are not equal when it comes to your ebusiness data and the…

...continue to read "Help Yourself to a KPI"

FutureNow Article
Monday, Mar. 1, 2004

A Mental Model for Persuasion Architecture

March 1st, 2004

Can’t really get a grip on what we mean by Persuasion Architecture? Then think of a book.

Recently, my erudite buddy Bryan posted a comment on an e-consultancy forum. His observations included a brief discussion of the value of Persuasion Architecture – which, as you dear readers know, is our synthetic philosophy for creating and managing your online presence. Bryan got a comment from a fellow named Chris, who said,”I can’t help but think of persuasion architecture as one of those…

...continue to read "A Mental Model for Persuasion Architecture"

FutureNow Article
Monday, Mar. 1, 2004

The Many Faces of Value

March 1st, 2004

Toward an understanding of value that will reinforce your persuasive process.

Folks have made a habit of emphasizing the home page of your Web site as the Sacred Portal through which your visitors enter the cyber-structure of your business. As if all other avenues of entry were blocked, and the process could only start at Square One.

Yeah, right. Everyone knows the process can start at any square that is readable by the search engines. And you can directly influence the starting…

...continue to read "The Many Faces of Value"

FutureNow Article
Sunday, Feb. 1, 2004

How Do You Measure Conversion?

February 1st, 2004

What I’d like conversion to mean to you!

What does a visitor have to do before you consider her “converted”?”Uh, duh, Grok,” I hear someone say. “Like, buy something, dude.”

Bing, bing, bing. Confetti falls. The crowds cheer.

Nobody would get that wrong, right? Well … it’s a good partial answer. But the real answer is that most Web sites have multiple points of conversion. Dozens. Hundreds. Sometimes thousands!

“Say what???”

Come into my parlor.

Here’s what I’d really like to tattoo on the ebusiness lobe…

...continue to read "How Do You Measure Conversion?"

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