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FutureNow Post
Tuesday, Mar. 15, 2011 at 8:43 am

Digging for Dollars and Micro-Conversions

March 15th, 2011

This post is designed as a follow-up to my post, Calculate Micro-Conversions; Tie Them to Dollars about how to tie micro-conversion wins to actual revenue. While knowing how to calculate mirco-conversions is fine and dandy, I realize that before you can begin to measure them, it is essential to know what a micro-conversion IS.

What a Micro-Conversion ISN’T

To explain what a micro-conversion is, let’s first cover what a mirco-conversion isn’t: a macro-conversion. As readers of our blog, most of you probably know…

...continue to read "Digging for Dollars and Micro-Conversions"

FutureNow Post
Friday, Mar. 11, 2011 at 8:42 am

How To Set Up Goals & Funnels – Part 2

March 11th, 2011

In my previous post, I explained how to set up Goals and why setting up Goal Funnels can be both frustrating and rewarding. With Goal Funnels, you can gain great insight into where your site is losing persuasive momentum, but if you set up your funnel incorrectly, it might be months before you realize that you’ve been tracking the wrong (or otherwise useless) information. Yes, I am saying this from experience. So, to save you all from needless frustration, my fellow…

...continue to read "How To Set Up Goals & Funnels – Part 2"

FutureNow Post
Wednesday, Mar. 9, 2011 at 11:04 am

The Tortoise and the Hare: Lessons for CRO

March 9th, 2011

You are probably familiar with the childhood story of the tortoise and the hare. As the story goes, the tortoise challenges the hare to a race after the hare’s continual bragging about his own speed. However, in the end, it’s the slow and steady tortoise that actually wins the race. It may seem unclear as to how this has anything to do with the topics that we typically cover on the Grok, but this fable has more bearing on conversion…

...continue to read "The Tortoise and the Hare: Lessons for CRO"

FutureNow Post
Friday, Mar. 4, 2011 at 9:20 am

Testing Personalization and Reassurances in Cart Wins FutureNow an Award

March 4th, 2011

FutureNow won a silver medal for Best Copy Test this week in WhichTestWon.com’s 2010 testing awards.

Personalizing the shopping cart with a headline “Your Shopping Cart”, and adding reassuring copy right below the header in the shopping cart, increased the conversion rate of those who successfully completed transactions online by 3.59%. This lift may seem small, but because our client, DealsDirect, gets a lot of traffic, even this small increase in macro conversion translated into really big bucks!

In monday’s post, Marijayne Bushey wrote…

...continue to read "Testing Personalization and Reassurances in Cart Wins FutureNow an Award"

Special Announcement
Thursday, Mar. 3, 2011

T-Minus 12 and Counting til Conversion Salvation

March 3rd, 2011

Grok readers, conversion rate optimization aficionados, and seekers of ways to make your website better: Conversion Conference West kicks off at the San Francisco Marriott Marquis just 12 days from today, on March 14-15.  More than 40 recognized industry experts will give 20 sessions and 4 keynotes revealing the best strategies and tactics for improving your bottom line.  And we know how to get you a $250 discount! Interested in attending?  Reach out and request the discount code for $250 off the…

...continue to read "T-Minus 12 and Counting til Conversion Salvation"

FutureNow Post
Monday, Feb. 28, 2011 at 8:48 am

How Many Kinds of CRO Companies Are There?

February 28th, 2011

There’s no doubt about it: Conversion Rate Optimization (CRO) is here to stay, and it’s becoming a hotter Marketing niche with each passing day.  Many companies are throwing their hand into the mix, saying they can make your website better and improve your conversion rate, and it can be hard to differentiate one from the next.  But there are differentiators among CRO companies, to be sure.

What factors define a particular style of doing CRO?

There are a variety of…

...continue to read "How Many Kinds of CRO Companies Are There?"

FutureNow Post
Monday, Feb. 21, 2011 at 9:46 am

Testing: Where to Begin

February 21st, 2011

When you begin testing, it can be an overwhelming experience: where to test, what to test, before you even get to the how to test. If you find yourself in this situation, know that you are not alone, but also know that when done properly, testing can yield a great amount of insight and revenue, so it is worth the investment. We hear a lot of reasons why people are considering one of our OnTarget subscriptions for continuous improvement, but…

...continue to read "Testing: Where to Begin"

FutureNow Post
Thursday, Jan. 13, 2011 at 1:51 pm

Budget for Conversion Rate Optimization Success – Part 2

January 13th, 2011

Yes.  You know that successful Conversion Rate Optimization means more than having the right mindset and corporate structure.  Yes.  You know you need to allocate budget to your efforts too.  How much budget is the question.

What factors into your CRO budget (cont’d)

Yesterday, in Part 1 of this article, we covered the obvious cost of CRO (getting comprehensive conversion advice) and listed a few tips to help you figure out how much to budget for direct CRO…

...continue to read "Budget for Conversion Rate Optimization Success – Part 2"

FutureNow Post
Wednesday, Jan. 12, 2011 at 6:30 pm

Budget for Conversion Rate Optimization Success – Part 1

January 12th, 2011

Back in 2010 (ok, so it was only 4 weeks ago) I blogged about why CRO deserves a line item in your 2011 budget.  But just how much should you budget for quality direction?  Are there “hidden” costs you should be aware of?   Choosing something on your site to test, running that test, and then moving on to the next item may sound simple, but there are all kinds of things that can happen along…

...continue to read "Budget for Conversion Rate Optimization Success – Part 1"

FutureNow Post
Thursday, Jan. 6, 2011 at 10:32 am

Use Testing to Make Business Strategy Decisions

January 6th, 2011

We all know that testing is a great tool to use when deciding between images, content and layout, but have you ever considered it to make business decisions? Recently, a client came to me with a predicament: UPS is raising their shipping costs by 5%. My client wanted to know if it would be best to swallow these costs or pass these charges onto their customers. Obviously, they didn’t want to jeopardize their customers; however, incurring greater shipping costs was…

...continue to read "Use Testing to Make Business Strategy Decisions"

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