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Persuasive Momentum

FutureNow Article
Friday, Feb. 15, 2008

When a Banner Ad Becomes a One-Click Stand

February 15th, 2008

Holidays are a great time to advertise. Because of the emotional context, marketers know people will be especially attracted to holiday-themed ads. Valentine’s Day is no exception: You can almost set your clock to the sudden rush of banners strewn with cheesy hearts, bears and candy kisses.

Banner ads, once clicked, usually evoke the confusion of Alice’s rabbit hole more than the come-what-may optimism of Forrest’s box of chocolates — either way, you don’t know what to expect.

Grabbing attention is tough, and…

...continue to read "When a Banner Ad Becomes a One-Click Stand"

FutureNow Post
Thursday, Oct. 18, 2007 at 11:56 am

Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell

October 18th, 2007

Ever get the feeling that your marketing sounds like a broken record? If so, do you ever get the feeling that your marketing sounds like a broken record?

If so, maybe there’s good reason for that. Maybe it does (sound like a broken record).

Your company’s website is always on. It’s always there, speaking on your behalf. And it can get old quickly. Sometimes, it’s best to play it cool. Be yourself. Don’t try to pick up every customer you meet. If…

...continue to read "Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell"

FutureNow Article
Friday, Sep. 21, 2007

Brands & Landing Pages: A Neanderthal Challenge

September 21st, 2007
FutureNow Post
Friday, Sep. 14, 2007 at 10:32 am

Free Webinar Replay: 7 Ways to Boost Your Holiday Conversion Rate

September 14th, 2007
FutureNow Post
Tuesday, Sep. 11, 2007 at 7:17 am

What You Don’t Know About Form Abandonment

September 11th, 2007

form submitMarshall Sponder shares an interesting comScore study that illustrates what we at Future Now have been saying for many years: shopping cart and form abandonment happens well before people reach the form.

I’m always thrilled when additional evidence surfaces.

The majority of abandonment issues can be fixed if you focus on answering visitors’ questions earlier in the “funnel” or purchase consideration process. Persuasion Architecture™ (define) is designed to anticipate the questions people have and facilitate the momentum required for them to accomplish their goals.

We’ve been solving this…

...continue to read "What You Don’t Know About Form Abandonment"

FutureNow Post
Friday, Sep. 7, 2007 at 11:11 am

Screencast: Shopping for Auto Insurance Online

September 7th, 2007

For this edition of Screencast, we decided to focus on something close to my heart: auto insurance. My teenage daughter is about to be driving for the first time, and I want to know what I’m getting myself into financially. I’d also like to see a bit of information specifically about insuring teenage drivers. I’m sure you parents out there can empathize.

All too often, companies get so hung up on optimizing their sites to convert late-stage, ready-to-buy customers that they…

...continue to read "Screencast: Shopping for Auto Insurance Online"

FutureNow Article
Tuesday, Sep. 4, 2007

Van Gogh on Creating Magical Web Content

September 4th, 2007

vangogh_new.jpgVincent Van Gogh painted his ‘Starry Night’ in 1889 while in an Asylum at Saint-Remy.

Vince’s painting has affected millions. It’s one of the best known images in modern culture. It’s inspired songs such as Don McLean’s “Starry Starry Night” and is one of the most replicated prints. The painting has a magnetic appeal, engaging the reader by drawing them into its world.

I say “reader” rather than viewer because this image is a perfect example of how an image SPEAKS a thousand…

...continue to read "Van Gogh on Creating Magical Web Content"

FutureNow Article
Friday, Aug. 24, 2007

Push vs. Pull Messaging and Visitor’s Intent

August 24th, 2007

A recent New York Times article covered the advent of some new platforms for showcasing video clips of funny ads with intent of attracting, or “pulling,” visitors seeking ads that promise to entertain; a move the article implied might be the answer to TiVo, media fragmentation, and a host of other problems affecting traditional advertising. What the article misses, though, is the need to account for viewer intent and message repetition.

First, a little background.

In Waiting for Your Cat to Bark, Jeff…

...continue to read "Push vs. Pull Messaging and Visitor’s Intent"

FutureNow Post
Tuesday, May. 1, 2007 at 1:37 am

Back to Basics: Is Your Homepage Effective?

May 1st, 2007

I hear from all sorts of folks who are working on their websites. Some are big companies with a lot of experience. Others are small business owners, creating a website for the first time. What I’ve found is, whether you are a pro or a novice, almost everyone can benefit from focusing on the basics of creating a successful website.

So, over on my Marketing to Women Online blog, I’m focusing on a real life small business owner and her website…

...continue to read "Back to Basics: Is Your Homepage Effective?"

FutureNow Post
Friday, Mar. 23, 2007 at 5:04 am

Fancy-Pants Navigation and Pencil Twirling

March 23rd, 2007

Pencil TwirlingSliding, expanding, unfolding, cascading, fancy-pants hovering, animated navigational elements on web sites are the programming equivalent of pencil-twirling. Some people might say it’s cool, until they actually have to find something on the site. Then it’s just annoying and distracting.

I have an old friend who is a twirler. Mostly pencils, but I’ve seen him twirl knives, forks, plates, food, even sofa cushions. He’s the kind of guy who would walk across a college campus twirling a textbook on his knuckles.…

...continue to read "Fancy-Pants Navigation and Pencil Twirling"

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