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Persuasive Scenarios

FutureNow Post
Monday, Feb. 2, 2009 at 7:51 am

Step Right Up and Try the Latest Disruptive Advertising!

February 2nd, 2009

In my tenure here on GrokDotCom, I’ve done a pretty good job avoiding the snarkiness and sarcasm that permeate my whole being.  I open with that so you’ll indulge me on this one :)

Recently, I went to MySpace.com to look up a semi-obscure band.  Why did I go there instead of my usual search engine query?  Because every band is on MySpace.  If you are a band, and live in the Milky Way solar system, you are…

...continue to read "Step Right Up and Try the Latest Disruptive Advertising!"

FutureNow Post
Wednesday, Nov. 19, 2008 at 9:22 am

Optimizing for Conversion, Ignoring Consumption

November 19th, 2008

We have worked with many demand or lead generation companies over the past 10 years. Most of the time when they come to us, they ask us to help them increase the number of people they convert into a free trial, a free download, or to create an account.

Conversion Isn’t an Event, it’s a Process

We always like to focus first on increasing the number of leads towards the top of the sales funnel. However, without the next step, consumption,…

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FutureNow Post
Wednesday, Nov. 12, 2008 at 11:14 am

Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions

November 12th, 2008
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When Michael Lewis wrote his article on Coach Leach and the Texas Tech Football program, that program was known as an offensive powerhouse that relied on sheer scoring power to outgun opponents.  Its defense wasn’t mentioned in that article, and one can only guess the omission was intentional.  Just look at their game results against Texas and OSU for 2005-2008:

What you can see is that up to 2007, Texas Tech continually increased it’s offensive scoring, but to mixed results…

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FutureNow Post
Wednesday, Nov. 5, 2008 at 4:33 pm

Texas Tech Tuesday – Part II: Maximizing the Possibility of Something Good Happening

November 5th, 2008

“Leach is unusual in giving his quarterback the authority to change every play, wherever the line of scrimmage. “He can see more than I’ll ever see,” Leach says. ‘If I call a stupid play, his job is to get me out of it. If he doesn’t get me out of it, I might holler at him. But if you let him react to what he sees, there’s a ton of touchdowns to be had.’ All Leach is really saying to…

...continue to read "Texas Tech Tuesday – Part II: Maximizing the Possibility of Something Good Happening"

FutureNow Article
Friday, Sep. 12, 2008

The Case for Persona-Based Lead Generation

September 12th, 2008

A lost wallet lies on a Manhattan street, stuffed with cash. A white middle-income male, New Yorker, between age 30 and 44, picks it up. Will he look for the rightful owner, or pocket the cash?

With that level of “targeting,” it’s anyone’s guess. There just isn’t enough information available.

But if George Costanza, the white middle-income male New Yorker between age 30 and 44 from “Seinfeld” picks up the wallet, everyone knows exactly what he’ll do.

He’ll keep the money.

By allowing you…

...continue to read "The Case for Persona-Based Lead Generation"

FutureNow Article
Wednesday, Aug. 13, 2008

When Information Architecture Can Fall Short

August 13th, 2008

linear paths are dead“Information Architecture involves the design of organization and navigation systems to help people find and manage information more successfully.”

Basically, Information Architecture (IA) views websites as libraries in need of the right kind of card catalogue set-up to facilitate information access by visitors.

But most websites aren’t libraries, or merely stores of information. In fact, most commercial websites are more interested in persuading visitors to take certain actions (i.e. converting) than they are in providing access to information.

In this sense, the interactivity enabled…

...continue to read "When Information Architecture Can Fall Short"

FutureNow Article
Thursday, Jun. 12, 2008

iPhone 3G Shows How to Use Online Video to Sell Products

June 12th, 2008

iphone 3g enterprise videoThere are a lot of innovative ways to use video to sell products online. After sharing a few examples I recently found with colleagues, we agreed that the video for the new Apple iPhone 3G was one of the most persuasive uses of rich media on a website we’d ever seen.

But before we discuss how the iPhone team does it, I’d like to show you a few other examples that illustrate some of the dos and don’ts — mostly “dos” —…

...continue to read "iPhone 3G Shows How to Use Online Video to Sell Products"

FutureNow Post
Friday, Dec. 14, 2007 at 1:43 pm

Google Analytics Updates — Next Stop, “Event Tracking”

December 14th, 2007

The Google Analytics team just announced some nice updates. Yes, the interface has been translated into Thai, Filipino, Indonesian, Czech, Hungarian, and Portuguese, but there’s another story happening between the lines about the switch from “urchin.js” javascript to the new “ga.js” standard, which doesn’t require tagging an entire Web page just to measure a single action. The big news is how the switch to ga.js javascript will change how Google Analytics users plan and optimize their online marketing.

The change in…

...continue to read "Google Analytics Updates — Next Stop, “Event Tracking”"

FutureNow Article
Tuesday, Nov. 6, 2007

Scenarios, Spas and Cabana Boys

November 6th, 2007

Jeeves asks youI was laying on the beach, tropical sun beating down on my brow. I wasn’t glowing. I wasn’t perspiring. I was sweating. “Wow,” I thought, “I need to cool off.”

Just then, the resort cabana boy walks up and inquires, “Would you like some water mist spray?” And just like that, I was cooled down with the fine mist of cold water.

It was a life-altering moment.

I wanted to pack up that cabana boy and take him home with me. (I know…

...continue to read "Scenarios, Spas and Cabana Boys"

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"

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