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Word of Mouth

FutureNow Post
Thursday, Nov. 24, 2011 at 7:30 am

12 Days of Conversions: Day 2- Social Media

November 24th, 2011

You may believe that social media can’t have a real impact on your site’s conversion rate this holiday season.  Think again!  Social media can be a highly targeted way of increasing valuable holiday traffic this season.  If you have been optimizing your site all year long, the holidays are the best time to open the flood gates and increase traffic primed to buy gifts on your ecommerce site.   How do you optimize your Facebook,…

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FutureNow Post
Thursday, Aug. 18, 2011 at 10:29 pm

Diagnosis CRO: health insurance for your site

August 18th, 2011

I have the privilege of meeting a variety of business owners in a casual, unobtrusive environment I think of as my own personal research vault. I delve into their current and working knowledge of CRO (conversion rate optimization) by asking them unassuming questions. We discuss their jobs, favorite sports teams, experience with travel, and their pets. Eventually they ask me,“What is it you do?”

“CRO, or conversion rate optimization. I help websites get more conversions – let’s say sales, newsletter signups or…

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FutureNow Post
Tuesday, Nov. 9, 2010 at 10:20 am

True Customer Care Pays Dividends

November 9th, 2010

Thank youMany online retailers have an endless stream of gimmicks and promotions to hook the customer. But sometimes all you need is a little good word of mouth to help you gain the advantage.

Recently, my friends and I began seeing Lands’ End Canvas free shipping coupons in popular magazines. Intrigued by the possibility of a new line from this brand known for quality, and drawn in by the promotion, we went to their site and began to peruse their inventory.

After a…

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FutureNow Post
Monday, Apr. 5, 2010 at 11:00 am

When Customer Reward Programs Backfire

April 5th, 2010

Ahhhhh, yes… those ever-so-compelling customer rewards and points.  In addition to discounts and freebies, many companies now offer points as a system of rewards for their customers and clients.  While I’m all for getting an extra 10% off my next pair of shoes, or $15 dollars off my next purchase of $150 (or more), I believe that if you really want to reward your visitors, make it easy for them to redeem these special bonuses.  If…

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FutureNow Post
Friday, Mar. 5, 2010 at 8:46 am

Credibility: Yours to Loose

March 5th, 2010

sotpShow of hands: How many people noticed the typo in the title?  My guess is that those who did were ready to jump all over my mistake.  It was done intentionally to help prove my point: Visitors notice typos. (For those who are still confused: loose = free or released from fastening or attachment; lose = to come to be without.)

These days, most people are less skeptical about the internet.  We think little of viewing bank statements, paying utility…

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FutureNow Post
Wednesday, Jul. 15, 2009 at 9:26 am

Strong Copy vs. Cheeky Design

July 15th, 2009

Cheeky kid courtesy of ShutterstockMy previous post comparing billboards to online banner and space ads garnered positive comments and reviews – for the ads rather than my analysis!

Still, there was an unmistakable cry for more, and being the reader-pleasing whore that I am, well… here are some more innovative billboard ads ;)

So for the copywriters out there, here are a few examples where great copy/message beats clever design and visual puns:


Ouch!  Starbucks can’t be happy with that one.  Doesn’t get much more powerful that…

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FutureNow Post
Friday, May. 8, 2009 at 8:27 am

To Be or Not to Be Transparent, Part 2

May 8th, 2009

In part one, I shared my sordid story of buying a battery for my MacBook Pro from a third-party. In short, I went to and bought a battery on a recommendation from a colleague. Impatient to receive the battery for an upcoming business trip, I learned (only after the purchase) that the product was on back order.

I asked the question: did bury this information on its site to increase conversion? Well, the folks at read my story and…

...continue to read "To Be or Not to Be Transparent, Part 2"

FutureNow Post
Friday, Apr. 3, 2009 at 1:12 pm

The Do-It Yourself Syndrome

April 3rd, 2009

Patrick Sullivan Jr, describes himself as “a professional UI fixer constantly striving to make the cow more purple-er so the sneezers keep sneezin.” Some of you may remember Patrick’s name from our Always Be Testing book where we highlighted the success his company Jigsaw Health had with our conversion coaching service and Google Website Optimizer (in early beta). His story was also published in Inc Magazine and by Google as a case study. In just a few months, Jigsaw Health increased its…

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FutureNow Post
Monday, Feb. 23, 2009 at 9:07 am

Money For Nothing & Clicks For Free

February 23rd, 2009

As a young teen I heard Mark Knopfler sing about “money for nothing and chicks for free” and I remember fantasizing about how good that sounded but even then I knew that it was too good to be true.

I’ve noticed from many of my marketing colleagues that money for nothing is the order of the day; maybe it’s the hard times. Seth Godin blogged yesterday about getting rich quickly, Brian Clark blogged about making money from blogs, and just this…

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FutureNow Post
Thursday, Jan. 15, 2009 at 3:23 pm

It Ain’t About the Technology

January 15th, 2009

That’s my standard response when asked about Social Media.  That’s not to say technology is unimportant, but that technology never really changes how people behave, think, and feel.  Human nature drives that; technology only changes the constraints previously placed on human preferences.

If you’ve ever shared office space with colleagues you really liked and respected, you’ve already twittered.  You’ve already gotten a “feed” of interesting thoughts, updates, recommendations, etc.

Twitter simply allows you to do that with people in other…

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