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FutureNow Post
Friday, Feb. 25, 2011 at 10:43 am

Calculate Micro-Conversions; Tie Them to Dollars

February 25th, 2011

I am sure you have heard the philosophical riddle, “If a tree falls in the forest and no one is around to hear it, does it make a sound?” Likewise, we can say, if an optimization effort improves the performance of your site, and you don’t tie the improvement to dollars, has your site really improved? We can’t emphasize the importance of tying wins to dollars enough. Calculating a dollar value for an improvement is the final step in every…

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FutureNow Post
Monday, Nov. 16, 2009 at 9:03 am

Take Your Unique Value Proposition to the Next Level

November 16th, 2009

uvpThis post is designed to get your creative juices flowing when it comes to leveraging your Unique Value Proposition (UVP).

For those who aren’t familiar with the phrase, we at FutureNow define Unique Value Proposition as: The brief, memorable phrase that concisely and powerfully describes the value of your business and creates excitement in the prospect.  The value proposition is not a slogan or a phrase designed for advertising, although that is one potential use for it.  Instead, its…

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FutureNow Post
Friday, Jul. 3, 2009 at 3:35 pm

Hardee’s b-holes — do they sell?

July 3rd, 2009

I recently viewed this Hardee’s Ad and thought, “Can this be real?” It seems Hardee’s now sells little breakfast items that compete with donut holes. And this ad takes a blind taste-test theme, wherein the participants choose between the “A-holes” and the “B-holes”. (I swear, I’m not kidding)

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Now I’ll be the first to admit: normally this sort of humor is right up my alley — I’m the one in the FutureNow office who sees “giggle-value” every time a new iPhone…

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FutureNow Post
Thursday, Jul. 2, 2009 at 11:03 am

They Did It, Did You?

July 2nd, 2009

shutterstock_lightbulbToo many marketers think that great marketing comes from that “fabulous” idea or from the next shiny new object that captures people’s attention. The truth is,  occasionally it does happen. However, just as Thomas Edison tried 10,000 times to make his “fabulous” idea work before it finally did, great marketing takes persistent, continuous execution and experimentation.

On June 18th, I posted a conversion rate exercise on this blog. Two simple exercises to help others understand why they should do business with you.…

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FutureNow Post
Thursday, Jun. 18, 2009 at 6:41 am

Conversion Rate Exercise: Why Should I Do Business With You?

June 18th, 2009

Today I’d like to give you 2 exercises that will help your visitors get a better sense of why they should be doing business with you.

1. TweetVP – In 140 characters or less, tell me the value of doing business with you. What makes you different than your competitor? This is like writing your Unique Value Proposition or Unique Campaign Proposition, but you are limited to the number of characters, as if you were going to post it on Twitter. If you…

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FutureNow Post
Monday, Mar. 30, 2009 at 9:10 am

UVP or Tagline?

March 30th, 2009

Bryan Eisenberg was recently asked the following question via e-mail:

“I know you are very busy, but I would like your help. I have read your blog(s) about Unique Value Proposition over and over (and others too).  I am perplexed.  How do you distinguish between a Unique Value Propostion and tag line. For example Fedex, ‘When it absolutely positively has to be there overnight’ – tagline or UVP? Your site ‘Keep Your Goals On Target: Increase Conversions, Get More…

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

Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions

November 12th, 2008
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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…

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FutureNow Post
Wednesday, Jun. 25, 2008 at 12:18 pm

Dear Airline Industry, Being “Least Awful” Won’t Save You

June 25th, 2008

derrie-air airlinesEach day it seems there’s a new headline about the latest “amenity” for which an airline plans on charging us, which, of course, causes a ripple effect as every other airline chooses to follow suit with a justification that comes across as, “Well, now that Airline X doesn’t have to give you free water, neither do we.”

Correct me if I’m wrong, but doesn’t this sound like the opposite of the effects competition is supposed to create?

Like us, many of you…

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FutureNow Article
Thursday, Jun. 19, 2008

See Like An Outsider In 3 Not-So-Easy (But Worth It) Steps

June 19th, 2008

inside the bottle website optimizationIf you’re already an insider, this won’t be easy. Once you’re “inside the bottle,” reading the label on the outside requires serious mental contortions.

Or an outsider to come and open the bottle for you. In fact, their outsider perspective is a huge part of any consultant’s or outside copywriter’s value – so long as they’re willing to call you to the carpet over your unseen assumptions and un-named elephants.

But if you can’t bring in an actual outsider, any attempt you…

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FutureNow Article
Friday, Mar. 7, 2008

How to Pitch “Value” to Everyone But Paris Hilton

March 7th, 2008

tough choiceConsumer Reports almost never endorses the same products a niche enthusiast magazine would. They rarely pick the same car that, say, Car and Driver might. Likewise, most serious skiers — like those on Ski Magazine’s editorial staff — tend to select different skis as “best buys” than the ones Consumer Reports chooses each winter.

Why is that?

For one thing, Consumer Reports tries to objectively calculate the “sweet spot” on the Quality-to-Price Ratio. Enthusiasts, on the other hand, generally give more weight to…

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