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Planning Methodology

FutureNow Post
Thursday, Apr. 26, 2007 at 6:07 am

Do You Know HOW to Convert Visitors to Sales?

April 26th, 2007

Picture_1.jpgThis quote from an AdWeek article at Yahoo News got my attention when it stated that:

…online marketers are largely unaware of their customers’ preferences.

The article then rehashes the common knowledge that online marketing spend is up, while average conversion rates are steadily sinking. It also cites a few research studies that speculate as to the reasons why conversion rates currently suck.

Jeffrey Grau, eMarketer senior analyst and author of the “U.S. Retail E-Commerce Update,” said the disconnect between spending and results can…

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FutureNow Post
Monday, Apr. 9, 2007 at 3:31 am

Einstein’s Gunfight at the O.K. Corral

April 9th, 2007

wyattearp_from_startrekEinstein would’ve never fired a bullet.

Gunslingers are called in to solve problems–big problems–and gunslingers don’t charge by the bullet, they charge by the size of your problem. Executives are the modern day equivalent of gunslingers.

Einstein’s “Gunfight at the O.K. Corral” would be different. It might go down as it did in Star Trek‘s “Spectre of The Gun“; a victory without firing a bullet. Einstein once said, “If I were given one hour to save the planet, I would spend 59…

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FutureNow Post
Wednesday, Mar. 21, 2007 at 6:44 pm

Are You Time Rich, Time Poor, or Both?

March 21st, 2007

Would you describe yourself as Methodical, Competitive, Spontaneous, or Humanistic? Which of these terms would your friends, family, and co-workers use to describe you? Does your behavior online sometimes find you acting like more than just one of these types? Do you sometimes operate in different modes, depending on the site you’re visiting?

Over on the Lightspeed Venture Partners blog, Jeremy Liew insists that, “Broadly speaking, there are two types of internet user: Time Rich…and Time Poor.”

Time Poor people use the internet…

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FutureNow Post
Friday, Sep. 1, 2006 at 4:22 pm

The Risk of Conversion Rate Optimization

September 1st, 2006

What are you doing to increase conversion?

Analytics-based optimization A/B testing Online surveys and offline focus groups Site search functionality overhaul Total site redesign Insert your own tactic du jour here

Which tactic requires the most effort and resources? Why did you choose one tactic over another? Can you articulate the risk of your efforts? Have you tried all the above, only to experience marginal improvement?

Continue reading my column at ClickZ…

...continue to read "The Risk of Conversion Rate Optimization"

FutureNow Post
Friday, Aug. 18, 2006 at 3:37 pm

Building More Effective “Contact Us” Pages

August 18th, 2006

An open, efficient line of communication is beneficial to customers and the bottom line. Yet judging by many “contact us” pages, you’d never think this is the case. Much like “about us” pages, many “contact us” pages seem like throwaways. They receive little love and even less effort.

This is easily remedied with a little thought and some planning.

Common “Contact Us” Mistakes and Solutions

Problem: Prospects don’t know whom they should contact. Many companies do a great job of listing all the different…

...continue to read "Building More Effective “Contact Us” Pages"

FutureNow Article
Monday, Jul. 24, 2006

The Transparency Imperative: Moving Beyond the Suggestion Box

July 24th, 2006

Your business can use transparency to its advantage, turning ordinary customers into tireless advocates for your brand

Do you ever get annoyed when a business’s online communications are as poor, if not worse, than their offline customer service? One of the most sacred promises of the Internet is that we have the power to chat with total strangers, regardless of how fragmented the information or disproportionately strong the opinion, to piece together the bigger picture about a given experience anytime, anywhere.…

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FutureNow Article
Monday, Jul. 10, 2006

When Shopping Carts Aren’t Your Thing

July 10th, 2006

Solve the dilemma of complex B2B sales and lead-generation processes with personas

Online sales are growing, but the Internet still influences a lot more sales offline than it does online! Think Persuasion Architecture is simply for sweaters and backpacks?Maybe you know WebEx? It’s a great business solution for powering online meetings , web conferencing, teleconferencing , conference calling, and video conferencing services. They don’t do shopping carts. The basic sales goal on the WebEx site is to persuade the customer…

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FutureNow Article
Monday, Jul. 10, 2006

But We Don’t Sell on the Web: At Least 8 Things You Can Learn from Waiting for Your Cat to Bark?

July 10th, 2006

The fact that your products or services aren’t suited to shopping carts doesn’t mean the Web shouldn’t be a focus for implementing your business strategies

The fact that your products or services aren’t suited to shopping carts doesn’t mean the Web shouldn’t be a focus for implementing your business strategies.In an emerging media and experience-based economy, the Web is the glue that binds a business’s multi-channel marketing efforts. Today, the Internet plays a critical role in how customers perceive brand, shape…

...continue to read "But We Don’t Sell on the Web: At Least 8 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Saturday, Jul. 1, 2006

The Equation That Matters

July 1st, 2006

Understanding the complexity of your sales topology allows you to create a more effective persuasive system

I sing this song a lot: “You sell, I buy, tra la tra la.” But that’s what it all comes down to. Whatever you’re doing, you’d like me to take advantage of it. You’re selling. I’m buying.You’ve got a process in place to manage the transaction from your point of view. Meanwhile, I have my own agenda, and you want to find a way to…

...continue to read "The Equation That Matters"

FutureNow Article
Saturday, Jul. 1, 2006

Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?

July 1st, 2006

Leverage the power of Persuasion Architecture to improve your business-to-business transactions

As marketers in today’s landscape, we must walk a different path. No longer will our product-centered, mass-market habits serve us well. The interconnectedness of emerging media means we must focus on the customer and create persuasive systems that have at their core an understanding of human motivations. Our unfolding experience economy makes this demand on all of us.Waiting for Your Cat to Bark? presents Persuasion Architecture as a set of big…

...continue to read "Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?"

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