9780785219651

Call to Action : Secret Formulas to Improve Online Results

by Unknown
  • ISBN13:

    9780785219651

  • ISBN10:

    078521965X

  • Format: Paperback
  • Copyright: 2006-10-31
  • Publisher: Harpercollins Christian Pub

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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Summary

Call to Action includes the information businesses need to know to achieve dramatic results from online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this book is your call to action.Within these pages, New York Times best-selling authors Bryan and Jeffrey Eisenberg walk you through the five phases that comprise web site development, from the critical planning phase, through developing structure, momentum, and communication, to articulating value. Along the way, they offer advice and practical applications culled from their years of experience "in the trenches."

Table of Contents

Foreword xi
Introduction: A Brief Conversion Primer
Calculating Your Company's Conversion Rate xiii
Your Vertical Industry's Conversion Rate xiv
The Micro-Perspective on Conversion xv
Conversion versus Persuasion: A Bigger Picture xvii
Benefits of Increasing Your Conversion Rate xxiii
Planning
An Incredibly Condensed History of Persuasion and Sales
1(2)
Value---Customer Defined
3(4)
A Solid Foundation
7(3)
Principle #1: Avoid Accidental Marketing
10(2)
Principle #2: Get the Winning Edge
12(2)
Principle #3: Understand Your Customers
14(1)
Principle #4: Don't Frustrate Your Customers
15(5)
Principle #5: Shun Assumptions That Kill Sales
20(3)
Principle #6: Put Customer Service Where It Counts
23(4)
Principle #7: Emphasize Conversion
27(5)
Principle #8: Recheck the Basics
32(6)
Structuring
From Traditional to Persuasion Architecture
38(4)
Architect Your Path to Success
42(6)
Uncovery---A Closer Look
48(20)
(Wire) Frame Yourself
68(1)
Storyboarding---Now the Plot Thickens
69(38)
Why Success Among the Failures
107(2)
KISS Your Customers If You Want Them Back
109(3)
Communicating
20,000 Leagues into the Brain
112(3)
Does Your Online Writing Have What It Takes?
115(4)
Case Study: MaxEffect Before and After
119(4)
Image and Web Site Images
123(4)
Can't Smell It on the Web?
127(2)
When Your Copy Must Leap Oceans
129(2)
In-Site Search Engines---Thumbs Down
131(2)
E-mail Strategy---Saying the Right Thing at the Right Time
133(6)
Advanced Wordsmithing: Three Stylistic Ways to Become Memorable
139(1)
Some Final Thoughts on Language
140(3)
Momentum
The Foundation for Momentum
143(3)
Persuasive Scenarios
146(4)
Don't Slow 'Em Down
150(2)
Qualifying Your Visitors
152(5)
Overcoming Analysis Paralysis
157(2)
Map Scent Trails That Build Momentum
159(12)
The ABCs of GTC (and By the Way, POA)
171(7)
Twenty Tips for Lowering Shopping Cart Abandonment
178(7)
How CafePress.com Lowered Its Abandonment Rate
185(10)
What About Your Web Forms?
195(10)
The New Frontier: Complex Sales
205(4)
Optimizing
``Good Enough'' Conversion Rates?
209(4)
E-Commerce Metrics: Drowning in Your Own Data?
213(5)
Ending the Single Page Visit
218(1)
Is Your Home Page Helping or Hindering Sales?
219(2)
Beyond the Sacred Portal of the Home Page
221(1)
Increase Your Pay-Per-Click ROI
222(1)
Optimizing Your Scent Trails
223(1)
Making the Dial Move by Testing
224(5)
Web Analytics for Retailers
229(9)
Glossary 238(20)
Notes 258

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