Call to Action

Secret Formulas to Improve Online Results

Bryan Eisenberg & Jeffery Eisenberg

This book is very dense on online marketing information – just about every page has a good idea, cites a useful study, or strong recommendation based upon experience.

 The same conversion goal or singular conversion path for everyone is a foolproof recipe for mediocrity in web performance. Instead, use scenario design to help create, define, and measure more effective conversion paths.

 If you want a persuasive web site, you must incorporate this at the design stage. Your web site should be about your customer, not about the company.

• The most important thing on your web site is the words, particularly the verbs. Write personally.
•  Clearly communicate our value proposition. What makes it valuable to consumers?
•  You have 8 seconds for someone to figure out what your web site is all about. Your call to action has to be very obvious. Be aware customers will ‘skim’ and ‘Scan’.
•  Viewing starts at the centre of the page, them moves left and right. Make sure your USP is clear and prominent.
•  Divide your customers into personas, and address those personas individually. (There is a lot of information here about creating and targeting different personas.
•  Persuasion is impossible without appealing to a person’s emotions.
•  On the Internet, people follow a hub and spoke strategy – they only follow a trail that is strong.
•  Keep persuasive momentum going – you must go beyond basic usability. Drive urgency. Motivate your visitors, and you have done half the job.
•  We content means writing links – a link is a call to action that will drive momentum.
•  70% of people prefer tangible, concrete concepts over abstractions. Focus on benefits.
•  Balance opportunity with overload to prevent “analysis paralysis”.
•  Use metrics to test and improve your web site. Interactivity is always a conversion booster.
•  Inspire the customer’s confidence and trust in you. The right amount of quality information is a good way to do this.
•  Answer objections at your “Point of Action”. Answer unspoken questions.
•  Free shipping is the #1 online promotion. Highlight your Money Back Guarantee.
•  Embedded Links are much more important than the navigation scheme.
•  Forms where people do not have to scroll work a lot better.
•  The first thing your homepage or landing page has to do is convince the visitor they are in the right place – that you have what they seek.

& Many More (Great Book)