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Persuasion Architecture

FutureNow Post
Friday, Oct. 26, 2007 at 10:45 am

Screencast: Building Trust & Credibility Online

October 26th, 2007

If the roof of your home started leaking, you probably wouldn’t waste much time trying to fix it. And unless you happen to be a carpenter, you’re likely to find someone else to do the job. You’d probably call a professional; someone with experience, who can find the source of the problem and patch things up. A leaky roof isn’t generally a good place to shop on price alone. You want to know that whomever you hire can be trusted.


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FutureNow Article
Friday, Oct. 19, 2007

The Aristotle Code: Inspiring Online Credibility (Part 1)

October 19th, 2007

Plato and Aristotle discuss online persuasionYou want a credible website. And you’re a Grok reader, which puts you much closer to your goal. ; )

So you checked out Stanford University’s Persuasive Technology Lab slide show, and were careful to note the beginning explanation, where credibility was broken down into two components: (1) Trustworthiness, and (2) Expertise. (And boy, did those look familiar. Sort of… )

Where had you seen them before?

Being a good student of rhetoric, it hits you: Stanford got it wrong! There’s more than…

...continue to read "The Aristotle Code: Inspiring Online Credibility (Part 1)"

FutureNow Post
Monday, Oct. 8, 2007 at 8:16 am

Why We Teach Analysis Without the Analyst

October 8th, 2007

The eMetrics Marketing Optimization Summit is right around the corner, on October 14 – 17 in Washington D.C. It is THE event for web analytics for schmoozing other professionals interested in optimization.

Here is some video footage of my presentation from the last eMetrics Summit San Francisco this May. Maybe this short clip will wet your appetite for the event and perhaps even get you thinking about optimization and the opportunity cost game.

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FutureNow Post
Wednesday, Sep. 19, 2007 at 10:19 am

Bryan Eisenberg on Why People Buy Online

September 19th, 2007

In a recent interview with e-consultancy’s Richard Maven, Bryan discusses the dos and don’ts of persuading customers to take action online.

The best part: I’m pretty sure we can track him down to answer your questions… ;)

...continue to read "Bryan Eisenberg on Why People Buy Online"

FutureNow Post
Monday, Sep. 17, 2007 at 7:32 am

“Good, Fast and/or Cheap”? Refuse to Choose!

September 17th, 2007

John Quarto-vonTivadar tells me there’s an old adage among software developers: You can have it Fast, you can have it Good, or you can have it Cheap. Pick Two.

In short, you can’t have it all. Try to have it all and you set yourself up for failure and a dead project.

Funny how we come to accept this as a perfectly valid philosophy when it comes to our development projects — especially funny when the fortunes of our online businesses are at…

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FutureNow Post
Friday, Sep. 7, 2007 at 2:54 pm

Interview With an Eisenberg: Bryan Talks Personas, Persuasion Architecture, and Boosting Conversion Rates

September 7th, 2007

Netconcepts founder Stephen Spencer recently interviewed Bryan about Persuasion Architectureâ„¢, our planning methodology that holds marketing accountable by bridging the gap between customer motivations and business goals. It’s about anticipating what people want and optimizing the experience to make it even better.

Yes, marketing can must be accountable. And once it is, smiling faces and money soon follow. As you’ll see from the interview, it all starts with customer personas…

...continue to read "Interview With an Eisenberg: Bryan Talks Personas, Persuasion Architecture, and Boosting Conversion Rates"

FutureNow Post
Thursday, Jul. 19, 2007 at 8:56 am

“If Clicks Were Votes” — President Giuliani?

July 19th, 2007

Reading Techmeme on Tuesday, I came across the Compete blog, and these fabulous images related to the upcoming presidential election:

If you’re interested in their analysis, read the full post; it’s excellent stuff. It’s also a great example of the speed with which we move these days. Michele’s earlier post about Twittering with John Edwards is another.

The Compete folks predicted, based on website traffic, that Mitt Romney would win the GOP nomination. I love their spirit, and the visuals are damn cool. But…

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FutureNow Post
Monday, Jun. 25, 2007 at 1:17 pm

“If Architects Had to Work Like Web Designers”

June 25th, 2007
FutureNow Post
Thursday, Apr. 26, 2007 at 6:07 am

Do You Know HOW to Convert Visitors to Sales?

April 26th, 2007

Picture_1.jpgThis quote from an AdWeek article at Yahoo News got my attention when it stated that:

…online marketers are largely unaware of their customers’ preferences.

The article then rehashes the common knowledge that online marketing spend is up, while average conversion rates are steadily sinking. It also cites a few research studies that speculate as to the reasons why conversion rates currently suck.

Jeffrey Grau, eMarketer senior analyst and author of the “U.S. Retail E-Commerce Update,” said the disconnect between spending and results can…

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FutureNow Post
Monday, Apr. 9, 2007 at 8:13 am

Data Can Tell You ‘What’ People are Doing, Not ‘Why’

April 9th, 2007

Marketing_in_the_In_Between Book Review: Marketing in the In-Between I have a confession to make. I’m a geek. Really. If I were a guy, I’d have a pocket protector.

I was reminded of this on a recent plane ride when my seat-mates were reading the latest James Patterson book, The Memory Keeper’s Daughter and You: On a Diet. I had my usual pile of books, including Playing the Quantum Field, The Female Brain, 50 Psychology Classics and Marketing in the In-Between: A Post Modern…

...continue to read "Data Can Tell You ‘What’ People are Doing, Not ‘Why’"

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