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FutureNow Post
Friday, Sep. 11, 2009 at 8:11 am

What Is Your True Conversion Rate?

September 11th, 2009

lookthroughIncreasingly more people are joining the optimization crowd. Savvy marketers need to do more with less budget. Others just want to beat their competitors. No matter the motivation, optimizing your conversion rate is a no-brainer.

What seems more difficult is deciding where and what to optimize. All of us have our plates full already. Adding optimization to the heap seems uncomfortable, even painful.

It doesn’t have to be.

It may not be easy, but very little that is worthwhile ever is.

When no clear starting line…

...continue to read "What Is Your True Conversion Rate?"

FutureNow Post
Friday, Aug. 21, 2009 at 10:30 am

Nikon’s Email Marketing is Out of Focus

August 21st, 2009

nikon-d300-3I love Nikon. My dad had a Nikon. I bought my first Nikon SLR (an F3) when I was in college and a couple of years ago my wife brought me into the digital DSLR world by buying me a Nikon D60 for Father’s day.  So it pains me to see a company I love make such critical mistakes.

Last night, I got an email from them on my Blackberry.  Like most people, I typically just delete promotional…

...continue to read "Nikon’s Email Marketing is Out of Focus"

FutureNow Post
Friday, Aug. 14, 2009 at 9:00 am

When Landing Page Optimization Isn’t Enough

August 14th, 2009

extreme makeover san jose 09As I was preparing for my SES Extreme Makeover session, analyzing the lucky businesses that were chosen for a free makeover, I became fascinated with a particular e-commerce site.

There was no question that the pages on this site performed exceptionally well. Bounces were under 20 percent and the exit rates were very low. I also knew this company had been testing using Google Website Optimizer.

Clearly, this company was dedicated to continual improvement and working hard to improve its conversion rate. The analytics…

...continue to read "When Landing Page Optimization Isn’t Enough"

FutureNow Post
Friday, Jul. 31, 2009 at 9:21 am

Segment Your Way Out of Sadness

July 31st, 2009

shutterstock_market_analysisLast week, my team of analysts and I were discussing a client that wasn’t getting the types of results we had expected. This particular client was implementing changes well and clearly should have seen the conversion rate needle move based on those efforts. Instead, the numbers were flat. Something was clearly wrong.

We began to dig deeper. We learned that the client, an online software service, was pushing current customers through a key selling page we were optimizing. Because these customers…

...continue to read "Segment Your Way Out of Sadness"

FutureNow Post
Wednesday, Jul. 29, 2009 at 11:34 am

Turning Web Analytics into Nonprofit Success

July 29th, 2009

Non-profit web analytics successI know, I know, you think I’ve gone crazy with the heat.  But today, we’re talking about how web analytics can set you up for success, even if your tax status is a bit different.

Sarah from Seattle tweeted Bryan the other week, asking for some advice on how to use web analytics, and specifically “goals,” to help her with a nonprofit website supporting the Burke Museum of Natural History and Culture.  We thought it would be good topic to explore…

...continue to read "Turning Web Analytics into Nonprofit Success"

FutureNow Post
Thursday, Jul. 23, 2009 at 11:07 am

Turning Web Analytics Into A Money Making Machine

July 23rd, 2009

shutterstock_money_making_machineIn a few weeks, I’ll be headed to San Jose to the Search Engine Strategies conference. The post title is the same as one of the sessions I’ll be present. It was a session I am most looking forward to as I’ll be speaking with my good friends and web analytics luminaries Jim Sterne and Avinash Kaushik. Each of us are promising at least 3 actionable takeways from the session. Here is my first one:

To do web analytics correctly you have…

...continue to read "Turning Web Analytics Into A Money Making Machine"

FutureNow Post
Wednesday, Jun. 24, 2009 at 10:55 am

Beware Marketing Automation Without Data Clarification

June 24th, 2009

We marketers are very busy people. In today’s challenging economy, with its rapid digital pace and customers empowered like never before, the demands are never-ending. So, we love things that make our job easier. Or at least appear to.

The Words ‘Marketing Automation’ are Like Music To Our Ears

According to one definition:

Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. The use of marketing automation makes processes…

...continue to read "Beware Marketing Automation Without Data Clarification"

FutureNow Post
Tuesday, Jun. 23, 2009 at 10:28 am

Dear Confused By Personas

June 23rd, 2009

A student at the University of British Columbia Web Analytics course reached out to us via Twitter to ask some questions about creating personas, specifically Persuasion Architecture® Personas and the information is important enough that we thought we’d share our response:

“Are you saying that we shouldn’t bother with creating multiple personas with granular details but rather focus on creating only a few (4 if we use the logical-emotional, quick-deliberate quadrant)? But if we add the stages of the buying cycle in…

...continue to read "Dear Confused By Personas"

FutureNow Post
Friday, Jun. 19, 2009 at 8:51 am

Web Analytics and Yellow Lobsters

June 19th, 2009

I’ve been curious about what kind of effect the economy is having on how companies use Web analytics. Econsultancy just released its “Online Measurement and Strategy Report 2009.” This is its second annual report, and the results are fascinating.

First, the pleasantries:

“Companies are focusing on analytics which help them improve their customer acquisition and customer retention. The recession has helped to bring into sharper focus the importance of understanding return on investment and how individual elements of digital marketing impact the…

...continue to read "Web Analytics and Yellow Lobsters"

FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

...continue to read "Are Your Analytics Causing You to Lose 30% of Your Sales?"

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