Conversion Expert's Workbook: Future Now's Self Service Guide to Website Optimization
By Future Now Inc.
244 page o-ring bound workbook
The Conversion Expert' s Workbook is a comprehensive do-it-yourself website evaluation system. Using this Conversion Expert' s Work book system will give you specific ways to improve your website. With these improvements you can tailor your site to better serve the needs of your customers and realize improved ROI.
The Conversion Expert' s Workbook walks you through, step by step, as you score your website on over 50 different categories. You will be guided in realizing where your sales process breaks down by answering key questions about various elements of your website. You will learn about what is missing as well as how to improve existing design,content, structure and functionality. You will be using materials based on our own internal training manuals. You will also have access to some of the same reference resources used by Future Now' s conversion analysts.
The Conversion Expert' s Workbook is $295, only a fraction of the price we charge our clients for developing this analysis for them (our Real World Sales Analysis is a flat fee of $5000). The biggest investment you will need to make in order to conduct this analysis yourself is time.
What You Get with Your Conversion Expert' s Workbook
- A Comprehensive 244 page Conversion Expert' s Workbook User Guide that leads you step by step through the site evaluation process.
- Since this is a workbook, you will have plenty of room to take notes inside.
- Access to Future Now' s internal wiki (coming soon) that contains a wealth of data we have collected over the years related to conversion rate marketing.
- Optimization and ROI Spreadsheets that will help you implement changes that are determined during your analysis.
More about the Conversion Expert' s Workbook
The major sections of the Conversion Expert' s Workbook User Guide directly correspond with the chapters of Call to Action: Secret Formulas to Improve Online Results. If you haven' t done so already, please read the book! Your evaluation will cover the following:
Planning- is there a unified understanding of the sales and value proposition of the business? Evaluate how well you have done planning your site, including 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
- Your customer's buying process
Structure- Do design and technical considerations support the requirements of the sales process and users? This includes many elements:
- 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 your website motivate customer to take 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.
Communication- are all forms of "content" saying what needs to be said? Is the messaging consistent?
Value- does the website communicate not only the value of the products or service, but also the value of doing business with you?
Delighting the Customer- what is the overall customer experience on your website? Are you creating Brand Advocates?
Don' t Have the Time?
Our RWSA (Real World Sales Analysis) takes the evaluation out of your hands. For a flat fee of $5000 our conversion analysts perform this evaluation for you. Speak to an engagement coordinator about what option may be best for you.
What Others Are Saying About the "Conversion Expert's Workbook"
I have been following the work of the Future Now since 2001. Their thoughts were instrumental in our site' s design and in our successful conversion from a free to pay subscription site. We never officially worked with them as consultants, I was simply an avid reader of their books and articles. As such, their thinking is already tightly integrated into our business methods. It' s time for everyone to take advantage of their Conversion Expert' s Workbook , which shares their thinking in a very actionable format.
Steve Snyder, COO, CBS Interactive
Want to coach your team to conversion excellence? Use this playbook. It asks the right questions to determine if you and your team are making the right plays.
Sam Decker, VP of Marketing & Products for Bazaarvoice
