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Optimization Strategy

FutureNow Post
Thursday, Jan. 6, 2011 at 10:32 am

Use Testing to Make Business Strategy Decisions

January 6th, 2011

We all know that testing is a great tool to use when deciding between images, content and layout, but have you ever considered it to make business decisions? Recently, a client came to me with a predicament: UPS is raising their shipping costs by 5%. My client wanted to know if it would be best to swallow these costs or pass these charges onto their customers. Obviously, they didn’t want to jeopardize their customers; however, incurring greater shipping costs was…

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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…

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FutureNow Post
Wednesday, Dec. 29, 2010 at 12:54 pm

Not All Optimization Is Equal: Don’t Substitute SEO for CRO

December 29th, 2010

The end is near… of 2010 that is. A New Year is upon us. It has been 9 months since Brendan Regan wrote a post about the overlaps between CRO and SEO, and I propose that we take a moment to re-read that post, one or two others that do a good job of highlighting a key issue, and get things straight in 2011. What I’m talking about here is the basic difference between Search Engine Optimization (SEO) and Conversion…

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FutureNow Post
Monday, Nov. 22, 2010 at 4:00 pm

Marketing Improvement Is a Moving Target; Good CRO Flexes With You.

November 22nd, 2010

A few weeks ago, I wrote a post about some of the factors that differentiate Usability from Conversion Rate Optimization (CRO). They are two unique practices, each one valid in its own right, and progressive steps in a business’s quest to make their website and marketing efforts better. Any attempt to make your website better starts by coming up with a prioritized list of focal points unique to you, based on trends you see in your own data set, and…

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FutureNow Post
Thursday, Oct. 14, 2010 at 9:05 am

Don’t Confuse Usability Testing for Conversion Rate Optimization

October 14th, 2010

Before working with you, usability consultants likely can give you a checklist of items they will evaluate and/or fix. That’s because usability is based on best practices, or items that apply to the majority of the people, the majority of the time. It might look something like this:

Navigation Homepage Category Pages Product Pages Search Checkout

Typically, this checklist of focus areas will be the same for all eCommerce or Lead Generation websites, regardless of a business’s particular goals, limitations and…

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FutureNow Post
Thursday, Aug. 26, 2010 at 4:31 pm

The Art & Science of CRO

August 26th, 2010
Do You Have What it Takes?

…conversion [rate] optimization is the science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer.

-Wikipedia

Sounds simple, doesn’t it? Create a good experience and your visitors will convert. But is it really that simple?

This post will explore why I believe CRO isn’t easy at all, and can’t be done successfully by just anyone or any company. Anything that combines “art” and “science” is going…

...continue to read "The Art & Science of CRO"

FutureNow Post
Tuesday, Aug. 3, 2010 at 6:40 pm

3 1/2 Reasons Why Online Marketers Should Attend Tradeshows

August 3rd, 2010

I recently attended a trade show with one of FutureNow’s clients, and was reminded of how valuable this type of experience is to online marketers who want to improve their online conversion rate and marketing/sales results.

Before I dive into my 3 1/2 reasons why you should attend your company’s next relevant trade show, let’s make sure we’re on the same page about what a “trade show” is.  There are many industry-centric gatherings that I’m NOT focusing on. An example might…

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FutureNow Post
Tuesday, May. 11, 2010 at 7:55 am

Conversion Conference: The Training Wheels Are Off

May 11th, 2010

conversion_conf_logo_vert_156x55Some Grok readers have been asking for a “wrap-up” post about the first ever Conversion Conference.  I won’t attempt any sort of journalistic ‘coverage’ of the session contents, since I was at our booth most of the time and only made it to a few presentations.

Instead, I’ll give a few impressions about the conference in general and what I think it might mean for our emerging industry, and for businesses who are thinking about Optimization in the near future.

Before…

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FutureNow Post
Tuesday, Apr. 20, 2010 at 9:15 am

The Power of Compounding Conversion Rate Increases

April 20th, 2010

After reading my colleague Melissa Burdon’s last two posts about impressive testing wins with a client, I thought it would be fun to discuss the amazing financial gains that come to businesses that keep testing instead of assuming they’ve gotten their “win” and should move on to other things.  I hope to illustrate that in conversion rate optimization, persistence pays off in real financial value.

I also want to help illustrate the power of “compounding conversion optimization,” meaning that, like compounding interest on a…

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FutureNow Post
Wednesday, Apr. 7, 2010 at 10:30 am

What Are the Overlaps Between CRO and SEO?

April 7th, 2010

SEO.001FutureNow is not a Search Engine Optimization (SEO) firm.  I am not an SEO practitioner.  So why blog about it?  Because there still seems to be misunderstanding out there in the online marketing world about how SEO does, or doesn’t, fit into a Conversion Rate Optimization (CRO) strategy.

For some background, you can read Melissa Burdon’s post from over 3 years ago about the “battle” between SEO and conversionStill a completely valid and valuable post today! Another…

...continue to read "What Are the Overlaps Between CRO and SEO?"

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