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FutureNow Article
Monday, Nov. 12, 2007

Use of Personas Boosts Conversion by 400%

November 12th, 2007

Countless once-skeptical businesses have changed their tune about personas [define]. The successes have been well documented, but a lot of smart people continue to scoff at the idea, thinking personas are a touchy-feely attempt to connect with customers on, like, a cosmic level — and that you’d have to be some kind of marketing hippy to waste budget on fluff like that.

Those attitudes are changing. This month’s Internet Retailer magazine shows how companies like Future Now are using personas to bridge the gap…

...continue to read "Use of Personas Boosts Conversion by 400%"

FutureNow Article
Friday, Oct. 12, 2007

Screencast: Does Your Site Appeal to All Buying Modes?

October 12th, 2007

depth of insight personasYou may have heard the news that I joined the faculty at MarketMotive. I had a great time recording my first session, “The Power of Perspectives in Persuasion.” During the session, I explained perspectives (the four basic personality types) and how they impact what people look for on a website.

People View the World Through All Four Perspectives

At Future Now, we always caution people to be careful not to use this information to stereotype. While individuals operate from each of these perspectives,…

...continue to read "Screencast: Does Your Site Appeal to All Buying Modes?"

FutureNow Post
Wednesday, Oct. 10, 2007 at 9:28 am

Below the Fold, Size Doesn’t Matter

October 10th, 2007

Graph of page length and percent of page viewedThe ClickTale Blog has some valuable insight regarding page length and visitor interaction.

According to ClickTale, total page length is not a strong factor in terms of how many people will scroll below the fold or reach the bottom of page.

The average location for the fold is between 430 and 860 pixels down on the page. 76% of people will scroll below the fold. 15-22% of people will reach the bottom of the page. 64-68% of people will reach the halfway point…

...continue to read "Below the Fold, Size Doesn’t Matter"

FutureNow Post
Thursday, Oct. 4, 2007 at 10:00 am

What Keywords Say About Your Visitors

October 4th, 2007

I was reading an article in AdAge about Ian Ayres. He and his publisher were battling over the title of his new book. He wanted to call it The End of Intuition. His publishers wanted to call it Super Crunchers.

[His publishers said] “The End of Intuition” is a terrible name. So boring. But Ian Ayres didn’t believe it. That’s what he wanted to call his new book about how much better it is to test ideas through random trials rather…

...continue to read "What Keywords Say About Your Visitors"

FutureNow Article
Thursday, Sep. 20, 2007

Decoding Personality: Why We Compete, Reward & Buy

September 20th, 2007
FutureNow Article
Wednesday, Sep. 5, 2007

“Eyetracking, Heatmaps & Gaze Plots!” Oh My…

September 5th, 2007

All you heatmap lovers out there, Uncle Jakob (Nielsen) has a great new post for you. Today’s Alertbox features a topic near and dear to the Grok’s heart: the overuse of fancy words in Web copy.

These “dollar words” are truly excellent… at going over your audiences’ heads while keeping them from accomplishing their goals by taking the actions you’ve set out for them. Anyone who’s taken our Persuasive Online Copywriting course would agree; Jakob is singing our tune in his discussion of…

...continue to read "“Eyetracking, Heatmaps & Gaze Plots!” Oh My…"

FutureNow Article
Monday, Jun. 25, 2007

What Makes People Buy

June 25th, 2007
FutureNow Post
Tuesday, Jun. 19, 2007 at 10:57 am

Annoyed by the Sopranos Ending? You Might Be Type-”J”

June 19th, 2007

Paulie Walnuts reflects Now that the Sopranos finale hysteria has calmed, it’s time to get your honest reaction. (If you already suspect I’m off-topic, just wait; this post is for you.)

Do you prefer Law & Order or The Wire? CSI (not Miami) or Columbo? “Who shot JR” or “Who shot Mr. Burns”? (Mind the generation gap where applicable.)

As I watched the Sopranos finale last week with friends, chilled by its genius–not suspense–I noticed the blank, cheated look on my buddy Kevin’s face when…

...continue to read "Annoyed by the Sopranos Ending? You Might Be Type-”J”"

FutureNow Post
Friday, May. 25, 2007 at 5:37 pm

When Personas Fail

May 25th, 2007

Over the years, we’ve watched the term “persona” achieve buzzword status. Monkey see, monkey do: some companies actually created personas. For all the hype, though, there are too many personas collecting dust in the “been there, done that” file.

Despite the buzz, personas are poorly understood. Not all personas have the same purpose. They can be used to develop user interfaces, plan marketing, model buyers, and so forth. But all bring abstract data to life to increase empathy. It’s much harder…

...continue to read "When Personas Fail"

FutureNow Post
Thursday, May. 17, 2007 at 10:29 am

The Difference Between Edgy and Creative

May 17th, 2007
Marketing Optimization Blog
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