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Scent Trails

FutureNow Post
Monday, Jul. 19, 2010 at 11:59 am

The Fast Way to Optimize Your Site for Scent

July 19th, 2010

The “scent of information” is an important concept for anyone who wants to optimize their online conversion rate. It’s important enough that we’ve been writing about scent on this blog since at least 2006! We recognize, however, that optimizing for scent isn’t easy to do. It involves web analytics data, psychology, copywriting, and web design at a bare minimum. But, the payoff can be huge in terms of more sales, more leads, or more subscriptions from those who come to your…

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FutureNow Post
Monday, Apr. 5, 2010 at 11:00 am

When Customer Reward Programs Backfire

April 5th, 2010

Ahhhhh, yes… those ever-so-compelling customer rewards and points.  In addition to discounts and freebies, many companies now offer points as a system of rewards for their customers and clients.  While I’m all for getting an extra 10% off my next pair of shoes, or $15 dollars off my next purchase of $150 (or more), I believe that if you really want to reward your visitors, make it easy for them to redeem these special bonuses.  If…

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FutureNow Post
Monday, Dec. 28, 2009 at 1:32 pm

How To Find the Root Causes of Low Conversion Rate

December 28th, 2009

Conversion Rate Marketing_ Improve your website conversion rate with OnTarget by FutureNowWe get questions all the time from visitors, clients, and blog readers about what to do: How do I improve my conversion rate?  What’s the best analytics program?  Who should I hire to build my new site?  When is the best time to optimize? And much of the inspiration for our blog posts come from these very questions.

Monday, I got a call from my colleague, Marijayne Bushey, who told me about a great question she got via our…

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FutureNow Post
Monday, Dec. 7, 2009 at 9:00 am

Increase ROI On Your Marketing Efforts this Holiday Season

December 7th, 2009

christmas_4Perhaps you’re investing in affiliate marketing and have created some really captivating holiday banners for your affiliates, or maybe you’re investing a lot in PPC this holiday season.

Are you simply looking at whether a marketing effort is converting and bringing in sales? Are you ignoring the step-by-step process visitors are going through from the marketing effort, to final conversion point, and making some assumptions for why one marketing effort might be converting more effectively than another?

Don’t just look at conversion…

...continue to read "Increase ROI On Your Marketing Efforts this Holiday Season"

FutureNow Post
Monday, Sep. 21, 2009 at 12:05 pm

Nobody wants to read your sh**!

September 21st, 2009

Stop TalkingMost valuable writing lesson ever. Or so says Steven Pressfield in this blog post on how his first professional job as an advertising copywriter indelibly carved this truth on his psyche:

“Nobody wants to read your shit.

Let me repeat that. Nobody–not even your dog or your mother–has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and…

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FutureNow Post
Thursday, May. 14, 2009 at 11:08 am

Make Your Web Analytics Actionable in 5 DIY Steps

May 14th, 2009

I’ve written about this before, but new reports keep reinforcing the point that most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have.  And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement).  If that’s the case, here…

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FutureNow Article
Tuesday, Mar. 31, 2009

Does Online Browsing Bend the Laws of Scent and Relevance?

March 31st, 2009

So your friend shows you this book he can’t stop raving about. After giving it the old dust-cover/random-flip-through examination, you pretty much decide to buy it. Now, when you arrive at amazon.com, my question is: are you at all interested in the book recommendations that Amazon has for you?

Absolutely not, right?  Or at least not yet.

You came to buy a specific book.  You’ve already got a task in mind and browsing random books aint it.  You’ll likely…

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FutureNow Post
Wednesday, Mar. 11, 2009 at 9:48 am

3-Steps for Writing (and testing) Great Headlines

March 11th, 2009

According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world Step 1. Scent: Web copy adds the requirement of scent.  Your headlines and sub headlines have to assure visitors that they’re in the right place.  A compelling headline that doesn’t orient readers…

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FutureNow Post
Monday, Nov. 17, 2008 at 7:41 am

7 Signs Your PPC Campaigns Needs Optimization

November 17th, 2008

Are you getting the most from your pay per click (PPC) campaigns? How would you know? Are you as efficient at getting clicks and converting visitors as you would be carrying water with a leaky bucket? Let me give you 7 signs to tell that you are not optimizing your PPC spend:

1. You use the set it and forget it strategy to PPC. If you setup your PPC campaigns months ago and haven’t adjusted a thing in it, I can practically…

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FutureNow Post
Wednesday, Apr. 23, 2008 at 3:37 pm

Bryan Eisenberg on Websites That Stink (in a Good Way)

April 23rd, 2008

Is it really such a bad thing to have a website that stinks?

In the second and final installment of Bryan’s interview with Ralph Wilson — recorded at February’s Search Engine Strategies conference in London — the two shift their focus from personas (as discussed in Part 1) to improving landing page conversion by creating better “scent” for the visitor.

In the video, Bryan talks about a study conducted by usability guru Jared Spool that shows, among other things, that…

When visitors found the…

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