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Persuasive Design

FutureNow Article
Wednesday, Aug. 27, 2008

Is the New Marketing to Women Through Design?

August 27th, 2008

mint before afterThe best marketing to women experts will tell you that marketing to “women” as a generalized category is usually less than ideal. It’s not about marketing to women, it’s about the female customer, and about seeing her real. And that means NOT marketing to a stereotype, which is something that I couldn’t agree with more.

But then where does that leave broad-based gender differences and reality-based demographic information?  For instance, women make or influence 85% of all consumer purchasing decisions and control the…

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FutureNow Post
Tuesday, Jul. 22, 2008 at 1:32 pm

Time to Admit It’s Broken

July 22nd, 2008

Every retailer I have spoken with in the last couple of months keeps telling me they feel they have problems with their category pages. If you feel the same way then you aren’t alone.

I can’t think of many retailers who feel that their category pages are awesome. However, retailers keep copying from each other in the hope that someone knows what they are doing here. Maybe it’s time to admit we need to rethink this issue from scratch and that…

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FutureNow Post
Wednesday, Jul. 9, 2008 at 5:28 am

Optimize Your Copy for Skimming and Scanning

July 9th, 2008

Bad Landing Pages from Sean DSouzaCopy is one of the most crucial elements of any E-commerce site. And while most discussions of Web copy focus on creating great copy, it’s also important to ensure your copy is formatted for the online world.

Great copy that comes in dense blocks of text often never gets the chance to convert visitors because it never gets read.

Most Web pages – as well as the copy on those pages – are skimmed and scanned before they’re read. Web visitors want to…

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FutureNow Post
Wednesday, Jul. 2, 2008 at 7:47 am

E-commerce Still Too Complicated For Most

July 2nd, 2008

eMarketer: Positive and Negative Attitudes toward Online ShoppingI was catching up on my reading from last week and noticed this gem from eMarketer. In it they shared some data from the Pew Internet & American Life Project study in February 2008 on the positive and negative attitudes of online buyers by age.

One thing jumped right out: Across the board, the percentage of those surveyed who had negative things to say about shopping online was higher among older shoppers, with one exception. Can you guess?

Online shopping is still too…

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FutureNow Post
Tuesday, Jul. 1, 2008 at 7:33 am

Flash May Now Bring More Search Traffic, Does it Matter?

July 1st, 2008

flashAdobe was the first company to introduce the concept of plug-ins to software (Photoshop), to open up Post Script standards, now they are opening up Flash so that search engines can crawl the files. Kudos to Adobe! This is wonderful way to enhance a powerful tool. You’ll have the power. Now, keep in mind though that with all “great power comes responsibility.” I know many designers who were able to discourage their clients from indulging their vanity in an all flash website…

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FutureNow Article
Tuesday, Jun. 24, 2008

Information Overload: Why Less is the New More

June 24th, 2008

information overload image from broox at flickrA new report entitled Information Overload: We Have Met the Enemy and He Is Us was written up recently in the Wall Street Journal and the New York Times. Commissioned by Basex, it details how information overload, particularly task interruptions, costs the Enterprise $650 billion a year in lost productivity.

That’s a very large price to pay for having everything at our fingertips, all the time, in any format.

Our decision-making processes can’t always keep up with our choices. The same challenge…

...continue to read "Information Overload: Why Less is the New More"

FutureNow Post
Wednesday, Jun. 4, 2008 at 9:11 am

This Fits Just Right

June 4th, 2008

cafepress logoThe folks from have always impressed us. Many of our long time readers should remember the case study (we reprinted it in Call to Action) of how we helped CafePress reduce an already incredibly low shopping cart abandonment rate of 35% down to just 15%.

That’s right, 85 of 100 people who added something to their cart completed their purchase. So, yesterday, it didn’t surprise me to find this cool persuasive element on their product page for a t-shirt:

cafepress fabric thickness

A full class…

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FutureNow Post
Friday, Feb. 8, 2008 at 4:22 pm

Is Something Wrong With Your Design?

February 8th, 2008

broken web designI’m still settling in from my trip last week to the Internet Retailer Design conference. If you didn’t attend, you missed a great first-time show, so you’ll have to check it out next year.

Over 800 people showed up to hear the speakers and meet with consultants (like me) to evaluate their current websites — and some even discussed mock-ups and prototypes of new versions of their sites. My back-of-the-napkin calculation is that Internet Retailer gave away around $150,000 worth of…

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FutureNow Post
Friday, Nov. 30, 2007 at 10:26 am

How Men and Women View Images Differently

November 30th, 2007

womanogamyEver look at an ad and it just didn’t sit right with you? That happened to me recently when I was reading a post on Copyranter, critiquing a Hearts On Fire diamond ad that uses “monogamy” as a slogan.

Now, I’m all for monogamy. I think it’s a wonderful thing. And I am not a girl to turn down a diamond. It seems like the perfect message. So why was the image bothering me? Here’s what I came up with:

- The…

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FutureNow Article
Thursday, Oct. 4, 2007

How A Pretty Face Can Push Visitors Away

October 4th, 2007

Click to read about this award winning postIt’s no surprise that marketers use faces to draw people into their websites. They know that, from birth, humans are naturally attracted to, and engaged by, faces. In fact, one of our studies showed that people perceived websites as more “professional” when they had images of people on the site.

Be careful! Simply picking a “pretty” picture isn’t enough. Too often marketers will take people pictures and show them to a focus group to see which ones they relate to best. As…

...continue to read "How A Pretty Face Can Push Visitors Away"

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