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Segmentation

FutureNow Post
Friday, Mar. 8, 2013 at 1:18 pm

Getting Started with Social Media: Use Google+ Wisely

March 8th, 2013

Google+ is becoming more and more popular in terms of social media for business.  The main advantage of Google+ is that your activity will easily rank high in Google search results.  Make sure you have your Google Plus profile set up to connect with your potential customers strategically.

Link To Social Media Accounts

If you offer promotions in your other social media accounts, make sure you link to them in your G+ profile.  You can also post information on…

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FutureNow Post
Monday, Oct. 17, 2011 at 7:30 am

A Picture is Worth a Thousand Clickthroughs

October 17th, 2011
Why Segment for Images?

It is important to always be aware of how each of your prospective visitors manages information. Some are brand loyalists, some buy what their friends already own or have mentioned they would like to own, some look for the best bargain, and others just want to find what they are looking for as quickly as possible (to name a few behavioral characteristics).  Depending on what you are looking for, you and your visitors probably…

...continue to read "A Picture is Worth a Thousand Clickthroughs"

FutureNow Post
Tuesday, Apr. 26, 2011 at 9:12 am

Is a Brand Keyword the Best Way to Identify Late Stage Visitors?

April 26th, 2011

We recently received a comment on my colleague’s post about buying stage intent and how to bucket keywords driving traffic to your site into buying stages. The goal of an exercise such as this is to effectively segment your visitors based on their readiness to take action sooner, rather than later. The question…

“How can we expect to rank for a late stage keyword if we target a specific brand? My thinking is, if the brand name has it’s own domain and is…

...continue to read "Is a Brand Keyword the Best Way to Identify Late Stage Visitors?"

FutureNow Post
Thursday, Mar. 31, 2011 at 12:22 pm

How to Create Custom Segments for Buying Stage

March 31st, 2011

Long-time Grok readers already know that we regularly use buying stages as a part of our OnTarget subscription analysis. This kind of approach to making your website better definitely can get more conversions on your site, as evidenced by this case study Melissa Burdon wrote about the first test she ran with one of her clients. If you have no idea what buying stages are, here is a brief introduction. We categorize prospects into one of these three categories based on their…

...continue to read "How to Create Custom Segments for Buying Stage"

FutureNow Post
Tuesday, Nov. 2, 2010 at 9:49 am

Want to Dip a Toe in CRO Waters?… Just Shoot Yourself in the Foot.

November 2nd, 2010

ToeInWaterBIGIf I’ve heard it once, I’ve heard it a thousand times: “We’d like to start with something small and see how it goes before making a bigger commitment.” While this might seem like a logical approach, it’s actually setting yourself up for failure. Furthermore, it puts you dangerously close to being put off conversion rate optimization (CRO) forever; a scary thought considering CRO, when practiced continuously, is one of the most effective weapons in your armory for the battle against marketing…

...continue to read "Want to Dip a Toe in CRO Waters?… Just Shoot Yourself in the Foot."

FutureNow Post
Monday, Aug. 9, 2010 at 1:41 pm

Analytics How-To: Segment for Sticky Content

August 9th, 2010

I’m going to share a custom segment that I came up with that has been both fun and useful to apply to our clients’ web analytics data.

One of the best reasons to segment web analytics data is to answer a business question, so let’s start with a few business questions that this segmenting trick might help answer:

I want to optimize the conversion rate for my segment of engaged, return visitors. Where should I focus my optimization budget?

I’m redesigning my Information Architecture.…

...continue to read "Analytics How-To: Segment for Sticky Content"

FutureNow Post
Friday, May. 28, 2010 at 11:54 am

The 3 Stages of the Buying Process: Expanded Definitions

May 28th, 2010

We often reference the 3 stages of the buying process on this blog.  As FutureNow’s founders defined them over 5 years ago in Call to Action, they are:

Early Stage Buyer: In Early Stage, people have made the decision that they are interested in buying something, but don’t know exactly what they want/need to buy. They’ll want to see all the different types of products available, and what the pros/cons are for each type. They need as much information with regards to choices,…

...continue to read "The 3 Stages of the Buying Process: Expanded Definitions"

FutureNow Post
Friday, Apr. 2, 2010 at 7:45 am

Testing Late Stage Traffic Improves Conversion Rates Quickly

April 2nd, 2010

If you’ve been following our blog, you have probably read by now that we start working with our clients by first understanding their data. We look at their top-performing marketing channels and segment each traffic source into early, middle and late stage prospects.

The traffic you can impact quickly is your late stage traffic. These are your visitors who know exactly what they want when they arrive at your site.  By removing the conversion stumbling blocks that may be hindering them…

...continue to read "Testing Late Stage Traffic Improves Conversion Rates Quickly"

FutureNow Post
Monday, Jan. 18, 2010 at 1:00 pm

Shopping Cart Optimization: Take This Step Today

January 18th, 2010

stepsIn my last post, I wrote about treating your various sources of traffic differently from one another.  Track the individual conversion rates of your CPC, organic/SEO, email, etc. so you can prioritize the opportunities you have to optimize your web site’s performance.  That is just the first step, though.  Next, you need to separate each traffic source into segments based on the various campaigns or marketing efforts in each traffic source.

Let me use an example. There is…

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FutureNow Article
Wednesday, Dec. 2, 2009

B2B Marketing Book Review and Commentary, Part 1

December 2nd, 2009

digbodlangI recently finished up a darn good book on B2B marketing called Digital Body Language: Deciphering Customer Intentions in an Online World. It was written by Steven Woods, who co-founded the ‘marketing automation platform’ vendor, Eloqua, in 1999.

I’m going to attempt to summarize, review, and add some commentary as it pertains to how we at FutureNow use this concept of ‘digital body language’ to increase the marketing effectiveness of lead generation sites.

First off, I would say that the title of…

...continue to read "B2B Marketing Book Review and Commentary, Part 1"

Marketing Optimization Blog
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