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Persuasive Momentum

FutureNow Post
Thursday, Sep. 13, 2012 at 2:47 pm

Why People Don’t Buy-Part 1: High Shipping Costs

September 13th, 2012
Why Don’t Customers Buy?

SeeWhy, a company that specializes in e-mail published the results to a questionnaire that asked people, “Why do you browse an ecommence website and then choose not to buy? The answer to this question was most often, the cost of shipping is too highIs reducing or eliminating shipping cost really a reason to lose customers? We don’t think so.  The reasons people gave for abandoning the buying process are all things that can be fixed on…

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FutureNow Post
Wednesday, Apr. 4, 2012 at 5:23 pm

Content Targeting Is Still No Match for Persuasion Architecture

April 4th, 2012
This is the first of a two part series that will help you to understand and implement a proven and cost effective alternative to content targeting.  The first post in this series will outline the pros and cons of content targeting, a useful alternative to setting up a content targeting program and how to start identifying the different persona’s that land on your site.  The second pot of the series will cover how to use those…

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FutureNow Post
Wednesday, Dec. 7, 2011 at 7:30 am

12 Days Of Conversions: Day 11-Call To Action

December 7th, 2011

Help your customers find their wallet this season by fine tuning the art of the call to action this holiday. Every properly placed and worded call to action brings your prospect one step closer to converting.  All of your visitors have come to you voluntarily – each made the choice to land on your Web site.  Now, it is your job to show them around and be sure they know their role when they arrive.  If…

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FutureNow Post
Tuesday, Mar. 15, 2011 at 8:43 am

Digging for Dollars and Micro-Conversions

March 15th, 2011

This post is designed as a follow-up to my post, Calculate Micro-Conversions; Tie Them to Dollars about how to tie micro-conversion wins to actual revenue. While knowing how to calculate mirco-conversions is fine and dandy, I realize that before you can begin to measure them, it is essential to know what a micro-conversion IS.

What a Micro-Conversion ISN’T

To explain what a micro-conversion is, let’s first cover what a mirco-conversion isn’t: a macro-conversion. As readers of our blog, most of you probably know…

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FutureNow Post
Thursday, Nov. 18, 2010 at 3:58 pm

A Strategy to Make Your Web Site Better, Win After Win

November 18th, 2010

Life Source Water has been working with us for a little over a year; long enough to have developed an appreciation for the compounding conversion rate lifts typical of testing and implementing our recommendations. Because a primary goal of our work with clients is to start generating revenue and ROI as quickly as possible, the first step of our Conversion Rate Optimization (CRO) process is to help people who are ready to buy complete their purchases. Thus, we typically begin our…

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FutureNow Post
Wednesday, Dec. 23, 2009 at 8:03 am

The Highs and Lows of a Holiday Gift Card Conversion

December 23rd, 2009
Figure 1

Figure 1

The Holiday (online) gift shopping saga continues!  First, I was buying water bottles, and now I’m shopping for a gift card to send to some relatives.

Instead of taking you through the somewhat exhausting 11-step purchase process I went through for the sake of “convenience,” this post will just call out a few of the interesting high points and low points (with suggested optimizations) on the emotional roller coaster that is online shopping.  While the theme is a…

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FutureNow Post
Wednesday, Dec. 16, 2009 at 8:02 am

Twilight New Moon Online Persuasion Examined

December 16th, 2009

This is a story about Christmas shopping of the worst kind a male can possibly imagine: buying a ‘teen heart-throb’ gift for a younger, female family member.  Well, I guess it could be worse, this gift could have been requested by my wife ;)

I have a certain younger sister-in-law who is a freak for the actor who plays “Edward” in the Twilight movie saga.  I undertook the mission to buy the “Edward” water bottle that was sold through…

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FutureNow Post
Tuesday, Aug. 18, 2009 at 4:06 pm

FAQ Page = A Sign Warning Drivers of Potholes

August 18th, 2009

Unanswered QuestionsThink about it: if those questions really are FREQUENTLY ASKED, why the heck isn’t your regular copy answering your visitors’ questions?

Unanswered questions keep visitors from buying/converting — that’s not theory; it’s a fact!

So why, oh why, would you knowingly allow your persuasive copy to ignore a frequently asked question?  Why would you possibly be content with hiding the answers to your prospective customers’ questions in an FAQ page?  Are you trying to weed out all but the most…

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FutureNow Post
Tuesday, Aug. 11, 2009 at 9:24 am

3 Ways to Lose an Online Sale

August 11th, 2009

I’m not gonna lie…what you’re about to read was inspired by a real-life online shopping experience.  I won’t mention the guilty site, but I’ll say they sell clothing and jewelry to young urbanites.

As I relate the following three eCommerce mishaps, be thinking about whether you can eradicate all of them from your business by the time the “Holiday Rush” hits. ALL are preventable, if you start today and take one item at a time.

sale.comLet’s start at the “precipitating event;” the spark…

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FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

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