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FutureNow Post
Tuesday, Jun. 23, 2009 at 10:28 am

Dear Confused By Personas

June 23rd, 2009

A student at the University of British Columbia Web Analytics course reached out to us via Twitter to ask some questions about creating personas, specifically Persuasion Architecture® Personas and the information is important enough that we thought we’d share our response:

“Are you saying that we shouldn’t bother with creating multiple personas with granular details but rather focus on creating only a few (4 if we use the logical-emotional, quick-deliberate quadrant)? But if we add the stages of the buying cycle in…

...continue to read "Dear Confused By Personas"

FutureNow Post
Monday, Jun. 22, 2009 at 9:04 am

The Shopping Cart: How to Answer the 5 Unanswered Customer Questions

June 22nd, 2009

The ecommerce shopping cart is a great place to run tests, as simple changes (layout, copy, color, etc.) often yield fantastic results.  There are unanswered questions in the minds of our customers that we think are obviously answered on the page, but they’re not.  If you’re not sure about what those unanswered questions are, you can back up a few steps and use personas or user testing to uncover them.

Here are 5 key, unanswered questions (beyond shipping costs) of the shopping…

...continue to read "The Shopping Cart: How to Answer the 5 Unanswered Customer Questions"

FutureNow Post
Friday, Jun. 12, 2009 at 9:39 am

TheGrok’s Not-To-Miss Links for the Week 6/12/09

June 12th, 2009

1. What is the best way to generate sales online? A Forbes study shows that 48% of marketers said that search engine optimization (SEO) was the best method for generating conversions online. It’s always easier to start when visitors have some level of intent.

2. Search drives more sales, but shoppers are thinking longer before buying.

3. Does Google Analytics overstate the value of search? Econsultancy research shows that it might.  Make sure to at least set your cookies for 30 days.


...continue to read "TheGrok’s Not-To-Miss Links for the Week 6/12/09"

FutureNow Article
Monday, Apr. 13, 2009

How to Think About Long vs. Short Copy

April 13th, 2009

Long and short are linear terms (they refer to length, right?).  So they work fine to categorize or describe copy found in a sales letters or print advertisements.

But (most) websites aren’t linear because hyperlinks break linearity (aka subvert hierarchy).

People don’t read (most) Websites one full page at a time in a numbered order; they read/scan/move from one link that interests them to the next link that interests them, often entering or starting on something other than page #1 (what bad web…

...continue to read "How to Think About Long vs. Short Copy"

FutureNow Post
Thursday, Apr. 2, 2009 at 11:57 am

B2B Warning: One Persuasive Video May Not Be Enough

April 2nd, 2009

I was reviewing a usability test of a B2B site today, and I heard two very different reactions to the same video (I’ll paraphrase):

#1: That video was a waste of time.  They could’ve conveyed the same information in way less time.  My questions aren’t answered. #2: That video was awesome!  I feel much more educated about their service now, and it was very professional-looking.

Scary, right?  The video was professionally shot, edited, and produced.  It…

...continue to read "B2B Warning: One Persuasive Video May Not Be Enough"

FutureNow Post
Friday, Feb. 13, 2009 at 7:22 am

The Power of Persona-lization

February 13th, 2009

Personalization, done effectively, is a lot more than making product recommendations or using technology to welcome a visitor by name. Smart personalization is the process of providing more relevant content and offers to your visitors based on their preferences and behavior.

I call it persona-lization.

Thankfully, today’s technologies have come a long way from those that would recommend “customers who bought my book ‘Call to Action‘ should also buy clean underwear.”

Moving Beyond Demographics

For over a decade, I’ve been railing about demographics’ limited…

...continue to read "The Power of Persona-lization"

FutureNow Post
Tuesday, Dec. 9, 2008 at 7:54 am

How to Hook Your Humanistic Visitors

December 9th, 2008

Grok readers are doubtless familiar with the four temperaments we at FutureNow use to form personas.  If you’re new to personas, we suggest you take a detour and read this overview and then part 2 of how to get started with personas.

Assuming you’re familiar with the four temperaments, you know that one of the challenges of Persuasion Architecture is to satisfy the needs of the different buying modes on your website.  We generally recommend certain design principles for certain…

...continue to read "How to Hook Your Humanistic Visitors"

FutureNow Post
Thursday, Oct. 30, 2008 at 12:16 pm

Presidential Candidates, Temperament & Website Copy?

October 30th, 2008

I knew I had to buy a copy as soon as I saw it on the magazine stand: the issue of Time Magazine with Presidential temperament as the front cover story.  They even had four presidential faces on the cover, which, before examining them, made me think of previous explanations of temperament using the Four Presidents on Mt Rushmore:

Dutiful George Washington for Sensing-Judging / Methodicals Philosophical Thomas Jefferson for iNtuitive-Thinking / Competitives Rambunctious Teddy Roosevelt for Sensing-Perceiving / Spontaneous…

...continue to read "Presidential Candidates, Temperament & Website Copy?"

FutureNow Post
Friday, Oct. 10, 2008 at 5:18 am

Online Marketers Can Weather the Financial Crisis

October 10th, 2008

The financial crisis is here. It’s not a matter of if it will affect you and your company, only a matter of when and how much. Clients and friends are checking in with varying reports, some are watching their growth plateau, others are watching sales trend downward.

Overall, conversion rates are starting to trend downward.

Almost everyone I speak with is looking for areas to cut expenses in and approaching spending from a more frugal mindset. Some are beginning to make drastic…

...continue to read "Online Marketers Can Weather the Financial Crisis"

FutureNow Post
Tuesday, Oct. 7, 2008 at 8:39 am

Jenny Craig Does Me Proud… and Throws Me a Curveball

October 7th, 2008

Jenny Craig has just announced their new celebrity spokesperson, and they haven’t disappointed me. But they did throw me for a loop.

Remember a few weeks back, when I wrote about the perceived marketing strategy for the Jenny Craig weight loss centers? At the time, I ruminated over the possibility that the marketing and advertising execs at Jenny Craig were either consciously or unconsciously using personas to drive the success of their celebrity spokespeople campaigns. (To read the original post, traverse…

...continue to read "Jenny Craig Does Me Proud… and Throws Me a Curveball"

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