Technology

 

Businesses should create commercial web sites with a measurable corporate objective. Their intent may be to sell a product, create a lead or offer information. Achieving the objective is the most important measure of success. When any objective is achieved that is called conversion, and the conversion rate is the measurement of that success.

The conversion rate is a reflection both of effectiveness and of customer satisfaction with the web site. For a web site to have a high conversion rate, the customer must achieve the goals that brought them to the site in the first place. Future Now has developed the methods and technology to convert a web site visitor into a customer. Future Now, Inc.’s Persuasion Architecture® is the framework, methodology and optimization software system created to plan, track and improve the visitor’s experience. Persuasion Architecture® also allows you to scientifically plan the experience using marketing scenarios from a customer-centric perspective. Persuasion Architecture® plans and monitors the entire visitor’s experience from prospect to close and retention.
Future Now’s Technology was created as a result of almost a decade of intense focus to address several issues being experienced in marketing today:

  • Advertisers get increased resistance to advertising. A recent study showed that 54% of people queried “resist being exposed to or paying attention to marketing”.

  • Another study (Forrester Research, Inc.) found that 78% of large advertisers feel the potency of television advertising has declined in the last two years. While 24% intend to cut their TV ad budgets, 80% will invest more in web advertising.

  • As more dollars are being spent on web advertising, research by Shop.org shows that less then 3% of web traffic converts, meaning 97% of the visitors to a site fail to achieve the goal the business intended for the visitor.

  • A study from Measures and Metrics: Marketing Performance Measurement Audit says nearly 90% of marketing executives believe measuring marketing performance is a top priority.

Persuasion Architecture® was designed to address these issues.

Too often businesses choose to use marketing to increase web traffic rather than increasing conversions. This would be compared to trying to keep a leaky bucket full by adding more water instead of plugging the holes. Businesses need to work on keeping more visitors from leaking out of the process on the way to conversion.

The process of conversion has several intermediary steps. Each of these steps is referred to as a conversion point. At each conversion point, businesses need to persuade visitors to take the next action. With Persuasion Architecture the path the visitor navigates is designed, tested, measured, and optimized. This produces scientific results of the web site’s ability to persuade the visitor, while revealing specific areas that need improvement and retesting.

Persuasion Architecture® technology designs scenarios which help visitors achieve their goals. Scenarios are developed by using information businesses already have on their visitors, which creates personas. Personas, for this purpose, are defined as general personalities of groups of visitors distinguishing their needs and motivations rather than solely their demographics. Personas created for a persuasive experience must initially be defined by completely understanding their needs. Their needs lead into creating character biographies that represent and convey their worldview, attitude, personality, and behavior. Personas are constructed from research that describes their demographics, psychographics, and topographics related to how they approach the buying decision process for the products or services offered. This provides insight into the modality these individuals prefer and therefore the marketing language these individuals are more attuned to.

Persuasion Architecture® can help increase conversions by:

  • Articulating your business goals and objectives to match those of your visitors

  • Defining Key Performance Indicators to accurately measure success

  • Segmenting your visitors into personas based on psychographic research

  • Demonstrating value of your products and services to potential customers in their own language, and on their own terms with Customer Personas

  • Creating momentum with each step customers take at various stages of their buying process, so they're comfortable taking the critical actions, such as purchase.

  • Injecting relevance into each customer touch-point in a communications process

  • Planning persuasive scenarios to include and account for each of your customer's angle of approach including all of their buying modalities

  • Optimizing your sales process to ensure that your online, offline, or multi-channel strategy is working to its full potential


Businesses that have used our technology have enjoyed dramatic increases in their conversion rates. Here are some of what they had to say;

“Future Now, Inc. brings an incredible range of strategies and tactics based on their conversion principles. Most satisfying, they understand the integral role of Web analytics as a process for managing and improving the ROI of the online enterprise.
I should know. I've been with these guys for three years. Through them, I have been able to achieve the sort of results most only dream of. They say they are a "boutique" that specializes in one thing: conversion. Yet their thinking and execution is holistic and synthetic”.
Steve McKean, BuyTelCo, client since 2003

“If we were asked how we regard Future Now as a resource, we see them as a strategically relevant, creatively unexpected "secret weapon" in helping Leo Schachter maintain its #1 brand ranking in the evolving branded diamond category”.
John Marchese, Leo Schachter Diamonds, client since 2003

"Future Now has completely changed the way we look at our website. They have taken us from being technology focused to customer focused. This is allowing us to achieve our business goals faster than ever. Bryan and Jeffrey Eisenberg are the most talented, knowledgeable and passionate people I have ever work with."
Brian Godwin, Volvo Construction Equipment, client since 2003

“I love you guys! With just that one improvement you helped us make, our conversion rate increased by 39%. I look forward to working with you”.
Matt Rapoza, Internet Marketing Manager, TotalGym.com

Key Benefits of using Persuasion Architecture;

• More sales from existing traffic
• Reduce customer acquisition costs
• Increase customer retention
• Increase customer lifetime value
• And best of all the effects are permanent
 

For more information about the company contact us.