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FutureNow Post
Friday, Sep. 21, 2007 at 9:27 am

Screencast: Hunting for Early Bird Persuasion, Part 3

September 21st, 2007

Now that you’ve seen Parts 1 and 2, where we found that the smartest way to persuade early-stage customers is to educate them, let’s focus on how to provide a consistent experience for them.

As we look at how Cabelas.com and BassProShops.com prepare to catch the Early Bird customer, consider the following:

Relevance — If they’re not ready yet, don’t get carried away. (Is your website proposing marriage on the first date?) Screen Space — Early Birds need to know that they’re welcome, right from the homepage. Give…

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FutureNow Post
Wednesday, Sep. 19, 2007 at 11:36 am

Screencast: Hunting for Early Bird Persuasion, Part 2

September 19th, 2007

Now that you’ve seen Part 1 — you did see it, right? — you should have a handle on the basics of selling to early-stage online shoppers. They may not be ready to “Buy Now!” but giving these Early Birds the information they need, when they need it, will ensure they come back once they are ready. One of the smartest ways to persuade early-stage buyers is to educate them.

Take hunting, for instance. While an experienced hunter may know exactly…

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FutureNow Post
Friday, Sep. 14, 2007 at 12:56 pm

Screencast: Hunting for Early Bird Persuasion, Part 1

September 14th, 2007

Hunters face many of the same challenges as marketers. Preparation is everything. Once you’re out in the field, you can’t just go in for the kill right away. You have to be patient or you’ll scare the deer. If you don’t have the right bait, the right technique, you can kiss your bass goodbye. Such are your customers online. Try to make them “Buy Now!” when they’re not ready, and they’ll scatter.

But that’s where the analogy ends. When marketers don’t…

...continue to read "Screencast: Hunting for Early Bird Persuasion, Part 1"

FutureNow Post
Monday, Sep. 10, 2007 at 7:12 am

Webinar: 5 Star Reviews: Optimizing Reviews to Maximize Conversion

September 10th, 2007

Update: This video is no longer available.

In just 15 minutes, I’ll guide you through more than a dozen websites to show you the best ways to capitalize on featuring reviews on your website in order to maximize your conversion rate. Watch it now! (See the video player below to view.)

Featured sites include: Amazon, Best Buy, CircuitCity, Trip Advisor, eBags, Burpee, BackCountry, Dell, Wal-Mart, Petco, Radio Shack, SupermediaStore, emitations, GolfSmith, OverStock, and CoffeeForLess.

If you recently purchased something online, has a review…

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FutureNow Post
Friday, Sep. 7, 2007 at 11:11 am

Screencast: Shopping for Auto Insurance Online

September 7th, 2007

For this edition of Screencast, we decided to focus on something close to my heart: auto insurance. My teenage daughter is about to be driving for the first time, and I want to know what I’m getting myself into financially. I’d also like to see a bit of information specifically about insuring teenage drivers. I’m sure you parents out there can empathize.

All too often, companies get so hung up on optimizing their sites to convert late-stage, ready-to-buy customers that they…

...continue to read "Screencast: Shopping for Auto Insurance Online"

FutureNow Post
Friday, Aug. 24, 2007 at 11:39 am

Screencast: Optimizing E-Commerce Product Pages

August 24th, 2007

For this screencast, after recalling a post on the top-converting e-commerce sites, I chose to focus on Fingerhut, Best Buy, and TigerDirect. Like many of the other top-converting sites, these are backed up by print catalogs as well. So, what I’m going to show you now is what each of these sites does well and offer a few pointers for how they could improve their product pages to convert better.

I’ll discuss the importance of:

Formatting — Are the copy and links readable…

...continue to read "Screencast: Optimizing E-Commerce Product Pages"

FutureNow Post
Friday, Aug. 17, 2007 at 9:27 am

Screencast: Conversion-boosting Basics for Petco.com

August 17th, 2007

For this week’s screencast, we’ve focused on improving the basics for Petco.com. There’s a lot to cover, so let’s get to it…

(For those reading this in RSS, click here for the video.)

Does your website stink? If so, you may want to read this. In the meantime, we hope to hear more suggestions from Grok readers for websites to review. We hope to hear some creative suggestions, and we’ll try to make sure there’s something everyone can learn.

...continue to read "Screencast: Conversion-boosting Basics for Petco.com"

FutureNow Post
Friday, Aug. 10, 2007 at 9:50 am

Screencast: Improving Category Pages for LuggagePros.com

August 10th, 2007

For this week’s screencast, I’ve taken a look at LuggagePros.com, an e-tailer with a great selection of travel gear; everything from day packs to luggage racks.

As a father of two, luggage is something very dear to my heart. Wherever we go, my wife and I must be prepared for the unexpected. Functionality and versatility are essential, and the last thing we need is another bag that’s only good for one or two types of situations. I’m not quite sure how…

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FutureNow Article
Monday, Aug. 6, 2007

Screencast: Reducing Cart Abandonment for LaneBryant.com

August 6th, 2007

Tanya Taul from LaneBryant.com left a comment after viewing my conversion tips for Target.com screencast. In Tanya’s words:

We’ve experienced a platform conversion in the last year and have seen sales drop off significantly. We think it’s the shopping cart. Also, our conversion never gets higher than 2% and we’ve got an 80% shopping cart abandonment rate.

Thanks for writing in, Tanya! You can see some of the 20 tips to reduce shopping cart abandonment I wrote about back in 2003 come into play.

So,…

...continue to read "Screencast: Reducing Cart Abandonment for LaneBryant.com"

FutureNow Post
Friday, Aug. 3, 2007 at 10:08 am

Screencast: WebAnalysts Conversion Challenge — Part 1

August 3rd, 2007

Here at Future Now, we love a bit of competition, especially when it involves sharing conversion-boosting tips with our readers. So, when Lars Johansson over at WebAnalysts.info challenged us to review a few sites of his choosing, we couldn’t resist. (Here’s what the competition‘s up to ;) )

For Part 1 (of 3), Lars had us take a look at Orrefors.com, a high-end glassware site with some conversion and persuasion-related stumbling blocks that prevent customers from quickly getting the information they need. Orrefors…

...continue to read "Screencast: WebAnalysts Conversion Challenge — Part 1"

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