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Website Optimization

Special Announcement
Wednesday, Jan. 5, 2011

Win Conversion Rate Optimization with FutureNow, Inc. for 6 Months

January 5th, 2011

So, you think you can convert, do you?

Prove it.  Are you really satisfied knowing that 97% of the people who visit your website never become your customer, and may even buy from your competitors?  Isn’t it reasonable to expect your PPC campaigns and other marketing efforts at least to pay for themselves?  Don’t you think the content on your site should do a better job of speaking to your visitors’ needs, and possibly even get you better…

...continue to read "Win Conversion Rate Optimization with FutureNow, Inc. for 6 Months"

FutureNow Post
Tuesday, Jan. 4, 2011 at 9:57 am

7 Features that Make Reviews Credible

January 4th, 2011

From a consumer perspective, it is easy to understand the importance of customer reviews on an e-commerce site. It can be a little more difficult from the owner perspective, when it takes additional time and resources to gather reviews from previous customers in order to feature them. However, as a pretty frequent shopper myself, I consistently choose to shop on sites that have strong reviews over a site selling similar products with weak or no reviews, and I am willing…

...continue to read "7 Features that Make Reviews Credible"

FutureNow Post
Wednesday, Dec. 29, 2010 at 12:54 pm

Not All Optimization Is Equal: Don’t Substitute SEO for CRO

December 29th, 2010

The end is near… of 2010 that is. A New Year is upon us. It has been 9 months since Brendan Regan wrote a post about the overlaps between CRO and SEO, and I propose that we take a moment to re-read that post, one or two others that do a good job of highlighting a key issue, and get things straight in 2011. What I’m talking about here is the basic difference between Search Engine Optimization (SEO) and Conversion…

...continue to read "Not All Optimization Is Equal: Don’t Substitute SEO for CRO"

FutureNow Post
Thursday, Dec. 16, 2010 at 9:07 am

Does Video Have Value for Lead Gen Sites?

December 16th, 2010

For some time now, the online marketing community has prophesied that featuring video online can have a significant positive impact on conversions, so we were thrilled when one of our clients sought out our advice about a video to feature on their site. We helped them with the content of the video, and helped them determine where and how to feature it on their site.

The end result was a video that does a remarkable job of introducing the folks behind…

...continue to read "Does Video Have Value for Lead Gen Sites?"

FutureNow Post
Wednesday, Dec. 8, 2010 at 2:04 pm

CRO Deserves Its Own Line in Your 2011 Budget

December 8th, 2010

I’ve got a bone to pick about how a lot of people perceive Conversion Rate Optimization (CRO) relative to all of the other marketing gobbledygook they do. What’s inspired me to pick this bone right now?  Well, it’s the holidays, with the New Year right around the corner, and I am willing to bet that a lot of these people are hovered over their desks, forehead planted firmly in one hand, tapping their pencils on their college-ruled, recycled, legal…

...continue to read "CRO Deserves Its Own Line in Your 2011 Budget"

FutureNow Post
Thursday, Dec. 2, 2010 at 9:09 am

Why the Holidays Are the Perfect Time To Tweak Your Site

December 2nd, 2010

I’ve seen it time and again with my clients: as soon as the holiday season (sometimes even the beginning of the 3rd quarter) arrives, they begin to discuss putting a hold on their optimization efforts. I always ask WHY? I have at least three reasons why you should optimize during the holidays:

Getting a large influx of traffic is perfect for testing, especially if you know you have problems in lower traffic areas of your site!  And tests reach their…

...continue to read "Why the Holidays Are the Perfect Time To Tweak Your Site"

FutureNow Post
Monday, Nov. 22, 2010 at 4:00 pm

Marketing Improvement Is a Moving Target; Good CRO Flexes With You.

November 22nd, 2010

A few weeks ago, I wrote a post about some of the factors that differentiate Usability from Conversion Rate Optimization (CRO). They are two unique practices, each one valid in its own right, and progressive steps in a business’s quest to make their website and marketing efforts better. Any attempt to make your website better starts by coming up with a prioritized list of focal points unique to you, based on trends you see in your own data set, and…

...continue to read "Marketing Improvement Is a Moving Target; Good CRO Flexes With You."

FutureNow Post
Thursday, Nov. 18, 2010 at 3:58 pm

A Strategy to Make Your Web Site Better, Win After Win

November 18th, 2010

Life Source Water has been working with us for a little over a year; long enough to have developed an appreciation for the compounding conversion rate lifts typical of testing and implementing our recommendations. Because a primary goal of our work with clients is to start generating revenue and ROI as quickly as possible, the first step of our Conversion Rate Optimization (CRO) process is to help people who are ready to buy complete their purchases. Thus, we typically begin our…

...continue to read "A Strategy to Make Your Web Site Better, Win After Win"

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
Thursday, Oct. 14, 2010 at 9:05 am

Don’t Confuse Usability Testing for Conversion Rate Optimization

October 14th, 2010

Before working with you, usability consultants likely can give you a checklist of items they will evaluate and/or fix. That’s because usability is based on best practices, or items that apply to the majority of the people, the majority of the time. It might look something like this:

Navigation Homepage Category Pages Product Pages Search Checkout

Typically, this checklist of focus areas will be the same for all eCommerce or Lead Generation websites, regardless of a business’s particular goals, limitations and…

...continue to read "Don’t Confuse Usability Testing for Conversion Rate Optimization"

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