Conversion Optimization Consulting

Custom Insights to Boost Your Landing Page Conversion Rate

Buying is the flipside of selling, and you're likely all too familiar with your own website’s sales process. But what do you really know about how visitors navigate your site? Sure, your analytics measure what you tell them to, but they won't tell you how to improve results. Only the trained human eye can help you identify and fix key moments where friction in the sales process is turning off your visitors from converting to customers.

Your website’s job is to get the cash (close the sale, land the lead, or service the customer). Rarely does this begin and end solely at the landing page.

With our guidance and support, you will recollect "should-be" revenue that is rightfully yours- all the dollars you've successfully persuaded visitors to spend, but failed to actually collect through loss of scent, poor linking structure or bleak, bland copy. No longer will you believe in so-called "non-converting traffic". Together, we'll glean specific insight into where your site is leaking money, and you will fix it, test it, and optimize it until it works as best as it can in its current form.

Grande Conversion Optimization: Expert Website Analysis

Conversion Optimization provides you with comprehensive insights and actionable recommendations for improving your conversion rate. Our team of Conversion Analysts identifies elements in your site that deter your visitors from taking action and help you remove stumbling blocks in order to improve both the usability and functionality of your site.

First, Conversion Analysts do a full Real World Sales Analysis of your online sales process, within four weeks, so you can begin to implement within the quarter. The analysis evaluates your site on over 50 categories that influence your prospects' "propensity to purchase." We grade your website both quantitatively and qualitatively, comprising over 1,100 individual evaluation points and covering a vast array of 'Best Principles' as they relate to your site. In order to help you prioritize implementation, we assign levels of importance these conversion factors. Each category is defined and given a score (zero is miserable, nine is superb). After each score, we provide detailed comments, and clear recommendations that give you a clear and accurate picture of what must be changed in order to improve performance. Our clients often see results very quickly, even in early stages of implementation.

You will receive the same resources as our Tall Landing Page coaching clients, but Grande goes beyond coaching to provide you with additional package consulting throughout testing and optimization. You will receive customer perspectives based on the four dominant buying modalities (Competitive, Spontaneous, Methodical and Humanistic) to boost your site’s customer-centricity. If you suspect your Conversion issues are really symptoms of a larger Persuasion challenge, you’d benefit greater from fuller customer profiles, rather than just perspectives. It's best to consider Venti Profile-based Conversion Optimization; or try an even more robust blend of conversion and persuasion analysis, our Persuasion Scenario Analysis.

While we're the experts in what makes people convert online, you are the expert on your business. (Any firm that tells you different is likely best at converting oxygen to hot air.) Working as a team maximizes your ability to see results quickly. Typically, it takes our clients 6-8 months to become self-sufficient at strategic testing. But soon you will gain enough customer insight to lay the foundation for more advanced Persuasion Architecture^TM strategy and tactics.

A Few Success Stories...

"After reviewing our Conversion Assessment report with the team at Future Now, we implemented a simple recommendation on our homepage. The result?- over an 80% increase in conversion in just 3 months. Considering our ambitious benchmark was to increase by 20%, you could say we were a bit overjoyed."
John Middlebrook, Allegis Group

"At the Vermont Country Store, we make it a point to go to the experts every year to tell us if we are meeting and exceeding best practices for on-line business. The Conversion Assessment that was done for us [by a Future Now licensee] gave us real hard analysis and recommendations of the on-line shopping experience we are offering our shoppers. The information we got from this assessment was crucial and extremely valuable in helping us plan for immediate creative and usability changes that we expect will contribute to increased response rates"
Fredric B. Gluck, Director-- Database Marketing and Business Intelligence, The Vermont Country Store

"Since we asked Future Now to asses our conversion process, we've increased our numbers across the board: 60% increase into our order pipeline, 25% increase in conversion, and most importantly, sales up over 100%. It's been over a year since we've failed to set a new monthly record!"
Steve McKean, CEO, BuyTelco

Professional A/B Testing Made Easy

For 10 years, we have heard every excuse for not testing, and yet they almost all boiled down to cost. For the first time in online history, thanks to Google’s Website Optimizer^TM tool, testing is now available for everyone’s favorite price: free. There are no excuses for not testing. (You still have to pay real people to design your site, build it, and write its copy. Sorry.)

Although free, Google isn’t alone. Other landing page optimization services such as Offermatica and Optimost offer software that makes testing and optimizing easier than it was it the past, but technology alone won’t give you optimal results. Only the professional marketer can intuitively and strategically help you test your way to success. In other words, knowing what to test is still more important than having the ability to do so as quickly and easily as you can today.

That being said, did we mention testing is free? (Fear not, we'll be happy to work with you within whichever chosen testing platform you've adopted)

Not All Testing Is Equal

You have neither the time nor the resources to take endless stabs in the dark. Thanks to today's technology, plenty of people strive for miniscule results with brute force techniques- let your competition try that. How about measuring results in multiples, not a few percentage points.

The number of contributing factors becomes astronomical once you multiply that 1,100 from above by other elements, including different campaigns, offers, products, keywords and, the biggest variable of all, your visitors’ motivations and personality types. When you consider that most of these factors are a potentially worth testing, you begin to see why having the right talent - a distinctly human trait - is key to figuring out what actually means something.

How We Work Together

Throughout this service, every week you will have a private session with your Conversion Analyst to discuss your specific needs and situation.

Starting at $5,000 to get started and $1,000 per month (with a minimum three-month commitment), this service is a smart choice for any marketer that has hit a conversion rate ‘brick wall’ with their landing pages, looking to realize better ROI, sooner rather than later, and can't afford to go it alone.

Technology matters. People matter more.

Future Now’s Landing Page Optimization service can be used alongside technologies like Google Optimizer, Optimost, and Offermatica. Results will depend on your ability to implement changes, as well as other performance factors outlined on our Quick Start Guide to Testing.

Future Now is a premier channel partner with Google Website Optimizer^TM

Ready to ramp conversions?

Here's what you'll get when you go Grande:

• A Real World Sales Analysis, specifically tailored to your online sales process by our team of Conversion Analysts, delivered within four weeks
• The Conversion Expert's Handbook, our do-it-yourself guide to Conversion Optimization
• Full review of your self-assessment (from The Conversion Expert’s Handbook) with one of our Conversion Analysts
• Which Sells Best? A Quick Start Guide to Testing for Retailers (Future Now’s acclaimed A/B testing manual, currently prescribed by Google to all Google Optimizer^TM participants)
• Weekly private consulting sessions with a Conversion Analyst
• Participation in monthly group calls with other testers
• Unrestricted access to the Future Now Wiki (coming soon)

Questions? Ready to go? Call us and speak with a real person to learn more about teaming-up to achieve your conversion goals. Feeling a little shy? Why note drop us a note

Your Conversion Assessment Report will include...

Scoring along 52 different categories in 6 underlying sections:

Planning- is there a unified understanding of the sales and value proposition of the business? We evaluate how well you have done planning your site, and includes everything that happens before your visitors reach your site. This includes:

• Developing and selling your UVP (Unique Value Proposition)
• Planning the elements for the storyboard of your site
• Understanding your prospects, and how their behavior varies according to their preferences
• Your strengths and weaknesses, and more
• You customer's buying process

Structure- Do design and technical considerations support the requirements of the sales process and users? This includes many elements:

• Persuasive Scenarios
• Navigation
• Design/Style (Look/Feel)
• Color, Text versus Images
• Layout
• Technology, Font (size, style, color)
• Usability
• Raw Speed, as well as the perception of speed

Momentum- does the conversion process channel and motivate action?

Momentum considers all the elements that motivate a visitor to go from one page to the next and, eventually, to take action on the site. For this portion of the Assessment, Momentum is presented based on the five steps of the sales process. The steps include:

• Prospect
• Rapport
• Qualify
• Present
• Close

The emotional component of momentum - the communication and support of enthusiasm - is supplied through the concept of AIDAS (Attention, Interest, Desire, Action and Satisfaction). It is critical that the site address this at both the micro level (on each page) and at the macro level (the overall flow of enthusiasm across the site).

Communication- are all forms of "content" saying what needs to be said? Is the messaging consistent? Does your UVP come across throughout the site?

Value- does the website communicate not only the value of the products or service, but also the value of doing business with you? Do you speak to the dog, about what matters to the dog, in the language of the dog?

Delighting the Customer- what is the overall customer experience on your website? Are you creating Brand Advocates?

Does your site...

• Make effective use of Product Guarantees and Privacy Policy
• Give the visitor confidence in the security of giving their credit card information
• Provide readily available pricing, shipping, taxes and other critical information
• Make it quick and easy to find product desired
• Provide feedback to confirm that the order has been received
• Use an effective page layout
• Provide the ability to go back and edit the purchase order
• Provide an intuitive and obvious ordering procedure
• Provide perception of fast download speed, response speed
• Provide search results appear in a usable and user-friendly format
• Overall usability and user-friendliness
• Provide Appealing colors and graphics
• Provide easy methods for exchanging or returning products
• Provide natural categories and/or sections that make it easy to browse and find the product
• Provide the ability to purchase without having to register
• Assurance that personal information will not be sold or given to others

Post-analysis Consultation

Once you've received and reviewed your printed, bound conversion assessment, we know you'll have questions. That's why we include a total of three, one-hour phone consultation per month (plus one testing-related group call with non-competing testers) with the very same Conversion Analysts who wrote your report itself. You will not be left alone in this process.

If you have additional questions or wish to get started, please contact us below to speak with an Engagement Coordinator.

Your Name:  Your Company Name:  Your Phone or Email Address:  Company Website:  *Goals you'd like help realizing:  Create 3-Dimensional Personas for Use Across Multiple Channels Optimize Persuasive Scenarios for Improved Conversion Rate Increase Leads Generated Online Eliminate Stumblings Blocks We're Placing in the Visitor's Conversion Path Learn More about How our Site Performs From the Visitor's Perspective Train our Staff in Online Copywriting or Conversion *Comments:  (*Optional)  We Value Your Privacy!

---

© 1998-2008 Conversion Rate Optimization Specialists: FutureNow - Publishers of GrokDotCom: The Conversion Rate Marketing Optimization Blog.

FutureNow, Inc is a Google Website Optimizer Authorized Consultant.

FutureNow’s proudly partners with Alkemi International for conversion optimisation in Australia & New Zealand.

Your Privacy is Guaranteed. We will never give, lease or sell your personal information. Period!    Site Map    Contact Us