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FutureNow Post
Wednesday, May. 27, 2009 at 6:42 am

Four Steps To Optimization Success

May 27th, 2009

Since OnTarget debuted, we’ve been learning a lot about why certain clients succeed with optimization, and why others succeed “less.”  To use the exercise regimen metaphor we often refer to, many people start exercise programs with goals of losing weight or a better physique, but not everyone sticks with it and achieves their goals.

We thought we’d share some insights so that if you’re thinking about an optimization program, you can avoid the pitfalls and reap the rewards.

There are many, nuances…

...continue to read "Four Steps To Optimization Success"

FutureNow Post
Thursday, Mar. 19, 2009 at 10:37 am

The Development of an Optimization Culture

March 19th, 2009

One of the things that makes being a Persuasion Analyst at FutureNow fun is watching clients –> partners –> friends grow as an organization.  Many start off skeptical about the process of site optimization, or unrealistic about what can be gained in a given time frame.  But after working through some of the challenges, it’s great to see them thinking about their sites and their businesses in completely different (read: better) ways, and subscribing to a culture of continuous…

...continue to read "The Development of an Optimization Culture"

FutureNow Post
Thursday, Jan. 29, 2009 at 9:32 pm

Let’s Get Rid of Performance Based Marketing, Huh?

January 29th, 2009

So apparently the Internet Advertising Bureau is dissatisfied with search-based Internet ads.  Seems they want to “overcome perceptions of ‘creative shabbiness’ in online media, and to help prevent the slide toward a ‘performance-based’ Internet advertising economy.”  Ouch.

While I can’t help but shake my head at the elevated nose and depressed intelligence of a dying attitude that associates “performance-based advertising” with creative shabbiness, that’s not what really bothered me about this piece.

What bothered me was two-fold:

1)  …

...continue to read "Let’s Get Rid of Performance Based Marketing, Huh?"

FutureNow Post
Wednesday, Jan. 28, 2009 at 5:09 am

On CMOs, Customer Service, and Birthing Elephants

January 28th, 2009

If you’ve been to one of our trainings over the past few years, or seen any of us present at a conference, you’ve probably heard the line about the average tenure of a Chief Marketing Officer being less than the gestation period of an elephant.  Well, it’s time for some new material.  New research from executive search firm Spencer Stuart shows that CMOs are making it into their 3rd year with the same organization, on average, based on a…

...continue to read "On CMOs, Customer Service, and Birthing Elephants"

FutureNow Post
Friday, Jan. 2, 2009 at 7:04 am

The Sciences and Disciplines of Web Site Optimization

January 2nd, 2009

In the column, “Calling You to Action,” I covered the basics of optimizing the calls to action on your site. The column prompted this comment from “Florida Design” that appears on our blog:

I keep telling people this. I don’t think that optimizing a site for conversion is a “Call to Action” science. It’s a usability science. People aren’t going to click something because its big round and yellow, and says “Click Me”. The reason people click this types of links…

...continue to read "The Sciences and Disciplines of Web Site Optimization"

FutureNow Article
Friday, Dec. 19, 2008

Calling You to Action

December 19th, 2008

Hanging out at SES Chicago last week, I spent some time with Stewart Quealy, VP of content development for SES, who told me that he enjoyed my last column about the power of a great unique value proposition. He suggested that as more new faces begin to adopt conversion rate optimization, some may not be as familiar with the fundamentals as many of us are.

And of course, the end of the year is always a good time to talk the fundamentals.…

...continue to read "Calling You to Action"

FutureNow Article
Friday, Dec. 5, 2008

The Value of a Unique Value Proposition

December 5th, 2008

Melts In Your Mouth Not In Your HandThe idea of a unique selling proposition isn’t new or unique. According to Wikipedia, the term was coined in the 1940s. More than seven years ago I wrote about it. Here’s a bit:

What simple statement about your business or brand — just a quick, clear sentence or two at most — tells your prospects that you are the only alternative for them? Sounds like a response should just jump out at you. Yet most businesses (on- and offline) cannot provide an…

...continue to read "The Value of a Unique Value Proposition"

FutureNow Article
Friday, Nov. 21, 2008

Are You Optimizing the Way Homer Simpson Diets?

November 21st, 2008

homer simpson dietIn our time of economic chaos, I hope you find a slice of comfort in the wit and wisdom of Homer Simpson:

Facts are meaningless. You could use facts to prove anything that’s even remotely true.

And this sage Homerism is hard to beat:

Oh, so they have Internet on computers now!

The lovable Homer Simpson can be held up as an example to the kids for many things, but probably not Homer on a diet. He isn’t the diet-and-exercise type. His…

...continue to read "Are You Optimizing the Way Homer Simpson Diets?"

FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

...continue to read "Sword Arms vs. (Semi) Scientific Advertising"

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

Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions

November 12th, 2008
YouTube Preview Image

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…

...continue to read "Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions"

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