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Personas

FutureNow Post
Friday, Mar. 25, 2011 at 11:00 am

Build It (to Meet Their Needs), and They Will Come

March 25th, 2011

In Field of Dreams Kevin Costner hears, “If you build it, he will come.” Many people seem to think that websites follow that same principle: that if they want to make money, all they have to do is build a website, and customers will come. If only it worked that way! But that doesn’t mean that you shouldn’t start an online business or build a website.  It just means that you should build your website for your ideal customers,…

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FutureNow Post
Tuesday, Mar. 22, 2011 at 11:09 am

Making More Money is Easier if You Keep It Simple Stupid :)

March 22nd, 2011

We’ve mentioned the K.I.S.S. approach to conversion rate optimization before.  But isn’t this the underlying message we should be reminding ourselves of with each and every step we take in developing our online presence and our plan to continuously make our websites and marketing better?

Plan for success in advance

If you’re in the midst of a redesign or are starting a new website/experience, plan your sales process to match the way your customers want to buy.  Your customers want…

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FutureNow Post
Friday, Mar. 18, 2011 at 9:38 am

Filters: Conversion Friend or Foe?

March 18th, 2011

We all know that the key to conversion is helping your visitors easily find what they’re looking for, and moving them through an unhindered checkout. One way to accomplish the first half of this task is by applying filters on your site that visitors can use to narrow in on results. But, how do you know if your site’s filters are your friend or foe?

There are many ways to go wrong when applying filters to your site. Chances are,…

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FutureNow Post
Friday, Feb. 11, 2011 at 8:58 am

Branding: Do Personas Apply?

February 11th, 2011

On Monday of this week, Brendan Regan wrote an excellent post highlighting 3 ways to enhance CRO efforts with customer personas.  Grok reader Kyle Reiff, from FinallyFast left a particularly astute and intriguing comment on that post….

Is it really advisable to try and market to 4 personas through one brand?  If these four personalities truly require a specific kind of copy (copy which will drive conversions for these the consumers that match this persona), wouldn’t it make the most…

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FutureNow Post
Monday, Feb. 7, 2011 at 10:35 am

Got Personas? Three Ways to Leverage Them in 2011

February 7th, 2011

We’ve written plenty of posts over the years about what marketing personas are, how to create them, and why they’re useful. This post assumes you’ve already done the hard work of creating marketing personas. You’ve got them, and boy, do they look pretty! But they’re essentially gathering dust on your Marketing Shelf, when you should be leveraging them to make your marketing more customer-centric.

Note: This is “Personas 201″ so, if you need “Personas 101″ first, we suggest you start with our free…

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FutureNow Post
Friday, Mar. 5, 2010 at 8:46 am

Credibility: Yours to Loose

March 5th, 2010

sotpShow of hands: How many people noticed the typo in the title?  My guess is that those who did were ready to jump all over my mistake.  It was done intentionally to help prove my point: Visitors notice typos. (For those who are still confused: loose = free or released from fastening or attachment; lose = to come to be without.)

These days, most people are less skeptical about the internet.  We think little of viewing bank statements, paying utility…

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FutureNow Post
Monday, Feb. 15, 2010 at 10:02 am

A Little K.I.S.S. Just in Time for Valentine’s Day

February 15th, 2010

Kiss Photo

I have to admit, I love to read our blog.  I love the insights my colleagues routinely bring to the table–and the fact that, like world-class athletes, they make it look so easy!  But sometimes, when I try to put all the pieces together, I find my head in a whirl of information, overwhelmed by the complexities of internet marketing and website optimization…and that’s when I have to get back to basics.  I remind myself to Keep…

...continue to read "A Little K.I.S.S. Just in Time for Valentine’s Day"

FutureNow Post
Friday, Feb. 12, 2010 at 9:30 am

Timed Sale Websites & The X Factor of Conversion

February 12th, 2010

groupon

Recently, I moved to Boston and began the search for the perfect gym.  I got recommendations from friends, did some research online, and even visited a few in the area to discuss membership options.  But, my instincts told me that if I could just wait one more week, some amazing deal would come along.

Last week that deal appeared in my inbox from Groupon; $24 for 24 day passes, a $480 value, saving me 95%! I couldn’t have been…

...continue to read "Timed Sale Websites & The X Factor of Conversion"

FutureNow Post
Monday, Dec. 21, 2009 at 9:16 am

Who’s Working Your Website Assembly Line?

December 21st, 2009

online workers assembly line

Henry Ford perfected the assembly line concept in the automobile industry many years ago, and it has been utilized successfully in many industries since. Before Ford implemented the highly successful assembly line, instead of focusing on what each skilled worker specialized in and passing the car down the line to the next worker, the skilled workers crafted cars one at a time together as a team. Ford’s introduction of the assembly line resulted in the development of affordable cars (decreased…

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FutureNow Post
Wednesday, Aug. 5, 2009 at 9:50 am

On Target Copywriting and the next “Buns of Steel”

August 5th, 2009
You probably won’t like the website I’m about to show you.

Lou vs BradIn fact, you may not like the product, either, simply because you’re probably not part of their targeted audience.  So make up your mind now to look past that in order to see the marketing decisions behind both the product and the site.

Let’s start by imagining that you’ve just been challenged to enter the fitness category. Not to sell some machine or piece of equipment, but to sell…

...continue to read "On Target Copywriting and the next “Buns of Steel”"

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