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Optimization Tactics

FutureNow Post
Friday, Nov. 6, 2009 at 9:01 am

Shopping Cart Optimization: Canned vs. Custom

November 6th, 2009

If you’re selling online, and you’re interested in Optimization, it simply makes sense to spend some time focusing on your shopping cart. It’s a key area of focus for a few reasons:

It’s often where “low-hanging fruit” grows. Conversion obstacles can often be removed quickly, leading to large gains in a short period of time. It’s an area where you’ve already succeeded in persuading the prospect. They are in the Late Stage of their buying process, so a relatively low investment can give you…

...continue to read "Shopping Cart Optimization: Canned vs. Custom"

FutureNow Post
Wednesday, Nov. 4, 2009 at 9:30 am

A Clicks-to-Bricks Site Optimization Checklist

November 4th, 2009

checklistBecause I live in the optimization world, I sometimes assume that certain web site strategies are common sense and obvious. I sometimes forget that the only reason why they are common sense and obvious to me: Because I analyze and optimize web sites all day, every day. That’s a bit of an unfair advantage!

At FutureNow, we work with clients in a variety of industries and business models: e-commerce, lead generation and catalog. Lately, I’ve had the pleasure of working with some…

...continue to read "A Clicks-to-Bricks Site Optimization Checklist"

FutureNow Post
Monday, Nov. 2, 2009 at 9:00 am

All Aces: Overlapping your Marketing Efforts for Better Results

November 2nd, 2009

acesGenerating targeted traffic and conducting website optimization are critical to increasing online sales. Ok, yeah, you already know that ;)

But did you know that traffic generation and website optimization aren’t mutually exclusive? There are tactics that will help you accomplish both goals at the same time, and one FutureNow Partner recently spoke to me about a tactic that’s working well.

Our Partner is a software development firm that specializes in web-based applications and good old web development and design. They are currently gaining leads…

...continue to read "All Aces: Overlapping your Marketing Efforts for Better Results"

FutureNow Post
Friday, Oct. 30, 2009 at 10:00 am

Myths About Site Traffic and Optimization

October 30th, 2009

Lots of folks have been asking us lately about the connection between site traffic levels and online optimization strategies.  There are definitely some correlations, but there also seem to be some myths or mis-perceptions about those connections.

trafficWe often get asked:

How much traffic do I need before I start optimization?

Do I get enough traffic to my site to even consider optimization?

Will my tests take forever to run if I don’t have a lot of traffic?

How fast can I expect to see…

...continue to read "Myths About Site Traffic and Optimization"

FutureNow Post
Monday, Oct. 19, 2009 at 9:00 am

How Much Pre-Holiday Optimization is Enough?

October 19th, 2009

Lots of our clients and prospects are asking questions along the lines of: I want to optimize before the Holiday rush, but I don’t want to introduce too much change at such a critical time.

A valid question/concern, to be sure.  Our answer is, of course, “It depends.”  However, here are a few approaches that we’ve seen work:

Extreme Effort Until a Certain Datedecision

Look at your previous year’s analytics and the upward trend of conversions closer to the holidays.  …

...continue to read "How Much Pre-Holiday Optimization is Enough?"

FutureNow Post
Friday, Oct. 9, 2009 at 11:05 am

Compare to Your Competitors Before Your Visitors Do

October 9th, 2009

Your visitors are empowered with the ability to access information with the click of a button. You can’t pull a blind-fold over their eyes or manipulate them into anything. They’ll find out the truth with or without you being upfront about what that truth looks like. Being transparent means that you’re being vulnerable, exposing all your wrinkles, scars and bumps, but it also means you’re fully disclosing what makes you better and different.

How can you be completely transparent on your site,…

...continue to read "Compare to Your Competitors Before Your Visitors Do"

FutureNow Post
Tuesday, Sep. 15, 2009 at 12:59 pm

Cross-post: How to Improve a Product Page, Part 1

September 15th, 2009

Today, Ralph Wilson’s internet marketing resource, Web Marketing Today, posted Part 1 in a two-part video interview with our Bryan about concrete ways to improve product pages for higher conversions.  In it, Bryan explains how FutureNow took on the product page design of eCommerce heavyweight Land’s End, and shows how you can use layout changes to test the buying path on your own product pages.

If you’re interested in improving your product detail/landing pages and cross-selling, this video (and upcoming Part 2 video)…

...continue to read "Cross-post: How to Improve a Product Page, Part 1"

FutureNow Post
Thursday, Sep. 3, 2009 at 12:39 pm

Make Your Images Load Faster

September 3rd, 2009

True “interaction” happens when request and response of pages happen in sub-second speed.  So just because people have cable and dsl connections doesn’t mean you should fill your pages with bloated code and heavy images.

In fact, the natural advantage of fast loading pages is one reason Google patented the sparse design of their home page.  They know that simplicity, speed and relevance rule the web experience, and that every millisecond counts.

Think about that time you had to connect…

...continue to read "Make Your Images Load Faster"

FutureNow Post
Thursday, Aug. 20, 2009 at 2:37 pm

Low Hanging Fruit: Cherry Picker or Lettuce Picker?

August 20th, 2009

shutterstock_cherry_pickingWhen you think of a cherry picker, do you conjure up images of someone who only picks the easiest or ripest fruit? Or does it perhaps have some artisanal connotation, waiting until only the proper time before action is taken?   Is that how you go about optimizing your web site?

Or are you a lettuce picker? The sort of person that toils for long hours in the field and accomplishes a long day’s back-breaking labor of work that most…

...continue to read "Low Hanging Fruit: Cherry Picker or Lettuce Picker?"

FutureNow Post
Friday, Aug. 14, 2009 at 9:00 am

When Landing Page Optimization Isn’t Enough

August 14th, 2009

extreme makeover san jose 09As I was preparing for my SES Extreme Makeover session, analyzing the lucky businesses that were chosen for a free makeover, I became fascinated with a particular e-commerce site.

There was no question that the pages on this site performed exceptionally well. Bounces were under 20 percent and the exit rates were very low. I also knew this company had been testing using Google Website Optimizer.

Clearly, this company was dedicated to continual improvement and working hard to improve its conversion rate. The analytics…

...continue to read "When Landing Page Optimization Isn’t Enough"

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