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Persuasive Design

FutureNow Post
Monday, Nov. 5, 2012 at 5:54 pm

Branding and Color: Use Color To Define Your Brand

November 5th, 2012
The Use Of Color In Brand Development

In our last post we uncovered some of the ways you can use color to increase the functionality of your site.  Today, we are going to go over a more common topic in color research-color for your brand image.  Every color in the spectrum will have a specific effect on the human mind and make an important and lasting impression on your potential customers.  In this article we hope to…

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FutureNow Post
Monday, Nov. 28, 2011 at 7:30 am

12 Days of Conversions: Day 4-Holiday E-Mails

November 28th, 2011

Red Mail Bow With Christmas Colored LettersHoliday Newsletters are a mandatory campaign strategy.  With so many ecommerce sites competing for attention, you need to make sure your customers remember you over the holidays.  When visitors are buying gifts for others, they have different intent, needs and motivations than when buying for themselves.  They may be compulsive in their buying behavior or they may require a lot of reassurance. Understanding you prospect’s buying styles can be difficult, but worth the effort since last minute…

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FutureNow Post
Monday, Nov. 15, 2010 at 9:06 am

Still Think You Can Get Away with Amateur Design?

November 15th, 2010

Picture 1(2)

Plenty of people have written about how you only have a few seconds to persuade your prospects to stay on your landing page based on your Unique Value Proposition, relevance, and credible/professional design.

But that was predicated on the assumption that the prospect would even GET to your landing page. Now that Google Instant search results are allowing landing page “preview,” those prospects may not even click through, even if your ranking is good and your relevance is great.

Why? Because your amateur design…

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FutureNow Post
Monday, Jun. 21, 2010 at 10:02 am

Surprise Your Way to an Optimized Conversion Rate

June 21st, 2010

Surprise is the foundation of delight and the beginning of persuasion.

–Roy Williams, the Wizard of Ads

1smilies.001Today’s post is about how the element of surprise can be leveraged to optimize the conversion rate of your marketing efforts. We’ve written about the science of surprise before, but today we are going to talk about the best areas of your website to focus on testing this approach.  The Web is too often a place of “me-too” marketing tactics and “late entrant” companies who…

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FutureNow Post
Monday, Jun. 14, 2010 at 11:50 am

Scroll With Me, Baby: The 80/20 Rule Strikes Again

June 14th, 2010

Over two months ago, I read some findings from a usability study about “scrolling and attention.”  The data was very interesting, and I knew I wanted to post about it, but I couldn’t get a handle on what the data was telling me.

Sometimes, when you know an insight is there, you must “shelve” the data for a while to rest your brain.  It’s why the “let me sleep on it” approach is such a popular decision-making tactic :)

So,…

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FutureNow Post
Monday, May. 24, 2010 at 12:41 pm

Secondary Calls to Action: Unsung Heroes of Persuasion

May 24th, 2010
Calls to Action: The Basics

We all know what a “call to action” is: a link or button that urges your prospect to take an action, and move forward in some sort of process.  According to the seminal book written by FutureNow’s founders, calls to action are “motivations for the visitor to move further into the sales process.”

I would say that, in recent years, the definition of a call to action has been expanded to include the interactive element on…

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FutureNow Post
Tuesday, Apr. 13, 2010 at 11:18 am

How To Test Your Page Layout for Horizontal Attention

April 13th, 2010

Jakob Nielsen’s group is at it again: more eye-tracking research!  We’ve blogged about Jakob’s findings before, and even questioned if they yield hard and fast rules for layout, so naturally we were intrigued to see his group has been crunching the numbers on a recent eye-tracking study, and came up with some interesting insights on how people look at web pages horizontally.

This is just the type of data to fascinate me, but their chart lacked the visual quality that…

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FutureNow Post
Monday, Mar. 22, 2010 at 7:50 am

For the Love of Online Shopping

March 22nd, 2010

When I read Melissa Burdon’s post about a Women’s clothing website that actually speaks to women, I was inspired to add a few ideas to her list of things to consider improving to market more effectively to women.

I have a few favorite online clothing retailers that I love to  check out every now and again because they feature certain appealing characteristics.  The websites that I go back to time and time again contain certain elements that successfully appeal…

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FutureNow Post
Friday, Feb. 26, 2010 at 7:23 pm

Good Cart Design vs. Costly Credibility Indicators

February 26th, 2010

I love to analyze shopping carts because of the immense variety of designs and design elements that different companies and clients employ to try to “get the cash.”  Some elements work better than others, and proper testing can lead the way to optimization.

But, I believe that conversion is cumulative, and every pixel of design you employ in your shopping cart contributes to the semi-conscious feelings of comfort and confidence that prospects get when they decide that your cart is safe…

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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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