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Optimization Tactics

FutureNow Post
Wednesday, Jan. 27, 2010 at 8:03 am

How To Optimize Pay Per Click Advertising & Control Costs

January 27th, 2010

Every client I talk to who’s using Pay Per Click (PPC) as part of their online marketing mix voices some level of concern about cost and ROI, and for good reason.  With PPC, there seems to be a thousand different ways to spend too much money for not enough return.  Have you ever experienced any of these headaches?

Setting the wrong daily budget, only to have it spent within a few short hours Having all your clicks come from the…

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FutureNow Post
Monday, Jan. 18, 2010 at 1:00 pm

Shopping Cart Optimization: Take This Step Today

January 18th, 2010

stepsIn my last post, I wrote about treating your various sources of traffic differently from one another.  Track the individual conversion rates of your CPC, organic/SEO, email, etc. so you can prioritize the opportunities you have to optimize your web site’s performance.  That is just the first step, though.  Next, you need to separate each traffic source into segments based on the various campaigns or marketing efforts in each traffic source.

Let me use an example. There is…

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FutureNow Article
Friday, Jan. 8, 2010

Creating a Website: Something from Nothing (and Where to Begin) Part I

January 8th, 2010

poof_logo.jpg (JPEG Image, 300x300 pixels)_1262725637962Last week, I ran into an old high school friend while I was out to dinner with my parents.  As we got to chatting, he told me that he was interested in starting a website for his future photography business.  Since he’s still in school, and doesn’t have a lot of capital to put forward, he asked me for advice on where to begin in creating his website, and how he can get started in a way that…

...continue to read "Creating a Website: Something from Nothing (and Where to Begin) Part I"

FutureNow Post
Wednesday, Dec. 30, 2009 at 8:04 am

Don’t Optimize First and Ask Questions Later

December 30th, 2009

One of the things I’m looking forward to in 2010 is more and more people getting involved in optimizing their online marketing efforts.  This past year was really exciting in terms of Optimization gaining momentum (and budget) among many, many online marketing organizations.  It is, after all, the business that FutureNow has been in for over ten years.

As we all evolve our optimization approaches, one of the things to watch out for, especially for those who are just getting…

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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…

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FutureNow Post
Monday, Nov. 30, 2009 at 9:00 am

Holiday Promotions Your Visitors Can’t Resist

November 30th, 2009

I decided to participate in the Black Friday craziness by taking a ride up to the Park City outlets to see what the hype was all about. I must say that I got sucked right into the whole thing. Take an extra 20% off the lowest listed price–now that’s what I call a deal. Every store had their own Black Friday special, but there were a few stores that were obviously missing the point. On a couple of occasions, when I…

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FutureNow Post
Friday, Nov. 27, 2009 at 7:00 am

Who Is REALLY Ready for the Online Black Friday?

November 27th, 2009

Well, Grokkers, the Holiday Season is officially upon us–Happy Black Friday! Most of FutureNow’s good advice about optimizing for the Holidays has already been given, and hopefully you’ve been busy acting on it.  Many merchants are about to lock their sites down so no major code changes will put their Holiday transactions at risk.

Amazon.comStaying in a mediocre hotel in Albany, NY (with mediocre WiFi) got me thinking about another optimization tactic that we forgot to post about this year: SITE PERFORMANCE.

[Note:…

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FutureNow Post
Monday, Nov. 23, 2009 at 9:02 am

Un-sexy Trend Lines Turn This Analyst On

November 23rd, 2009

Given that my chosen profession is a Persuasion Analyst, you would expect that I’m a bit of a data-geek, and that staring at web analytics screens and Excel spreadsheets is my idea of fun.  Guilty as charged.

Ultimately, seeing our clients get positive results is what gets me out of bed in the morning.  Once in a while, I get to see a conversion rate trend line that takes a sudden turn for the better, and heads up towards the…

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FutureNow Post
Monday, Nov. 16, 2009 at 9:03 am

Take Your Unique Value Proposition to the Next Level

November 16th, 2009

uvpThis post is designed to get your creative juices flowing when it comes to leveraging your Unique Value Proposition (UVP).

For those who aren’t familiar with the phrase, we at FutureNow define Unique Value Proposition as: The brief, memorable phrase that concisely and powerfully describes the value of your business and creates excitement in the prospect.  The value proposition is not a slogan or a phrase designed for advertising, although that is one potential use for it.  Instead, its…

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FutureNow Post
Friday, Nov. 13, 2009 at 1:00 pm

5 Ways to Court Your Visitor

November 13th, 2009

courtingAttracting visitors to your site is similar to the dating scene and wooing your prospective partner. And, like in courting, there are some hard-fast rules of engagement for attracting your prospect.

1. Look Nice – You want to put your best face forward. Your homepage is often the first thing that your visitor sees when they visit your site, so make sure that it is aesthetically pleasing and easy on the eye. Remember, for a vast majority of sites, the homepage has…

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