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- 1. Develop a More Persuasive
Website
(When “ease of use” is not
your only concern)
© 1998 - 2007 Future Now, Inc.
- 11. Hierarchy of Optimization
Is it “user” friendly?
Can everyone access it?
Does it do what I need?
© 1998 - 2007 Future Now, Inc.
- 12. Hierarchy of Optimization
Does it feel natural and doesn’t “make me
think?”
Is it “user” friendly?
Can everyone access it?
Does it do what I need?
© 1998 - 2007 Future Now, Inc.
- 13. Hierarchy of Optimization
Do people really want and understand what
they are buying?
Does it feel natural and doesn’t “make me
think?”
Is it “user” friendly?
Can everyone access it?
Does it do what I need?
© 1998 - 2007 Future Now, Inc.
- 22. Gravity?
quot;You create the
system your visitor
must navigate.
People don't cause
defects, systems
do.quot;
- W. Edwards
Deming
© 1998 - 2007 Future Now, Inc.
- 24. If It’s Not About Removing Friction
For you to achieve your goals,
your visitors must achieve
their goals first.
Visitors are only concerned with
how they want to buy and to what
is relevant to them.
© 1998 - 2007 Future Now, Inc.
- 25. If It’s Not About Removing Friction
For you to achieve your goals,
your visitors must achieve
their goals first.
Visitors are only concerned with
how they want to buy and to what
is relevant to them.
© 1998 - 2007 Future Now, Inc.
- 28. So It’s About Momentum
Does your site
stink?
Maybe it should...
© 1998 - 2007 Future Now, Inc.
- 29. Google On Relevance
quot;We provide strong
SCENT so users don't
lose time...quot;
Krishna Bharat, senior
-
research scientist at Google
© 1998 - 2006 Future Now, Inc.
- 30. Google On Relevance
quot;We provide strong
SCENT so users don't
lose time...quot;
Krishna Bharat, senior
-
research scientist at Google
© 1998 - 2006 Future Now, Inc.
- 34. No Scent? Momentum is Lost
1 Page
9.52%
3 Pages 2 Pages
16.56% 54.60%
© 1998 - 2007 Future Now, Inc.
- 35. No Scent? Momentum is Lost
1 Page
4 or more
9.52%
19.32%
3 Pages 2 Pages
16.56% 54.60%
© 1998 - 2007 Future Now, Inc.
- 36. Blueprint For Persuasive Momentum
1) Who are we trying to persuade to
take the action?
2) What is the action we want
someone to take? (Macro vs.
Micro)
3) What does that person need in
order to feel confident taking that
action?
© 1998 - 2007 Future Now, Inc.
- 37. I. Who Are We Trying To Persuade?
© 1998 - 2006 Future Now, Inc.
- 38. I. Who Are We Trying To Persuade?
© 1998 - 2006 Future Now, Inc.
- 39. How We “Buy”
Logic Emotion
Competitive Spontaneous
Fast
Methodical Humanistic
Slow
© 1998 - 2007 Future Now, Inc.
- 40. Buyer’s Behavior & Modeling
quot;Online retailers who go
beyond using traditional
Web analytics data to truly
understand their customers'
intentions, perceptions and
concerns will be rewarded
with higher conversion ratesquot;
eMarketer Senior Analyst
Jeffrey Grau
© 1998 - 2007 Future Now, Inc.
- 41. Buyer’s Behavior & Modeling
quot;Online retailers who go
beyond using traditional
Web analytics data to truly
understand their customers'
intentions, perceptions and
concerns will be rewarded
with higher conversion ratesquot;
eMarketer Senior Analyst
Jeffrey Grau
© 1998 - 2007 Future Now, Inc.
- 42. PA Personas Build Predictive Models
Topology – how does the company’s
marketplace define their business
and how do competitors and clients
behave?
Psychographics – what does the
persona do psychologically as part of
their buying decision process?
Demographics – what are the
persona’s attributes and behavioral
background?
© 1998 - 2006 Future Now, Inc.
- 44. Vidá Blue
Thank goodness we live in a country
where the sky is the limit, the stores are
open late, and you can shop in bed. I
don’t want a hassle. This is supposed to
be fun. Now tell me why I should tell
my husband to buy this one?
Archetype: Spontaneous (fast & emotional)
Stage in Buying Process: late stage
© 1998 - 2007 Future Now, Inc.
- 47. $25M or $68K Daily Opportunity Cost
33% reduction in
abandonment
I asked Future Now to do a study of our web site.... found
something we had to fix immediately.... We fixed it that
night, and saw an immediate 5% lift in our sales.
- Patrick Byrne, CEO of Overstock.com
© 1998 - 2007 Future Now, Inc.
- 48. Michael Matters
I’ve been looking for a DVD player and
everyone keeps trying to sell me things I
don’t care about. Just give me the
facts, plain and simple. I want to see
how each player works so I won’t have
to pay a penny extra for something I
don’t need.
Archetype: Methodical (slow & logical)
Stage in Buying Process: middle stage
© 1998 - 2007 Future Now, Inc.
- 50. Hiking Boots – More Detail at LL Bean
© 1998 - 2007 Future Now, Inc.
- 52. Hiking Boots – More Detail at Campmor
© 1998 - 2007 Future Now, Inc.
- 56. Your Blueprint
1) Who are we trying to persuade to
take the action?
2) What is the action we want
someone to take? (Macro vs.
Micro)
3) What does that person need in
order to feel confident taking that
action?
© 1998 - 2007 Future Now, Inc.
- 61. When You Plan It, You Can Test It
© 1998 - 2007 Future Now, Inc.
- 62. When You Plan It, You Can Test It
© 1998 - 2007 Future Now, Inc.
- 63. It’s Not About What but Why
“We can't solve
problems by using
the same kind of
thinking we used
when we created
them.”
- Albert Einstein
© 1998 - 2007 Future Now, Inc.
- 64. It’s Not About What but Why
“We can't solve
problems by using
the same kind of
thinking we used
when we created
them.”
- Albert Einstein
© 1998 - 2007 Future Now, Inc.
- 65. Howard Kaplan
Future Now, Inc.
1-877-643-7244
howardk@futurenowinc.com
Homepage:
www.FutureNowInc.com
Blog:
www.GrokDotCom.com
© 1998 - 2007 Future Now, Inc.
