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

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