Call to Action by Bryan & Jeffrey Eisenberg (2005, Nelson Business)

August 8, 2009 (Draft)

SUMMARY NOTES (Clement Wan, Riverstone Manufacturing Limited)

Review
The web offers an ever larger audience for products and
services at costs that continue to fall. Call to Action provides a
structured approach to planning and building websites using
a Persuasion Architecture to maximize conversions. It
focuses on mostly timeless principles to develop an online
sales approach inviting visitors to stay and become
customers.
Ideas could have been mapped out more effectively with
many ideas repeating sometimes inconsistently throughout.
That said, its a book I would recommend if only for the
examples, case studies and insights offered by the authors
developed through their consultancy FutureNow.

Successful sites are organized around context of themes and

trends instead of categories. They study how users interact
with site. They test vigorously with A/B splits on email and
web copy testing variables. They strive for consistency
ensuring styles are consistent with message. While usability
and good programming are important and necessary,
persuasive copy and design is critical. Business objectives
must be balanced with customer needs which in turn lead to
greater conversions, customer satisfaction and profits.

Case Study: Dells Toolkit to Improving Conversion

1.

Metrics Rigor: Frequent use and wide access to clearly

defined metrics (traffic, conversion and diagnostic
metrics). Using dashboards/operational reviews to
report on customer experience comparing metrics to
goals.

2.

Focus and Ownership: Position of Web producer is

accountable and manages part of site workflow,
content, and merchandizing. They are given
ownership of a metric like conversion and report
weekly to internal stakeholders on progress.

3.

Start small Go Big: Small, cheap and scaleable

improvements that then get rolled out if successful.

4.

Designing on Purpose: Always attempting to

understand what users want versus what they do
then designing to anticipate needs.

5.

Driving Urgency: Promotions emphasize urgency

through (a) copy (e.g. click here now, limited time
offer, last day), (b) clear action/link/button, (c) cross
off pricing, showing savings and (d) clearly defined
deadline of promotion.

6.

Frequency & Consistency: Continual contact with

merchandising promotions, consistency in layout
throughout site. Users come into site at different
levels and frequency so consistency helps reinforce
the message.

Conversion is (Almost) Everything

There are three ways to increase site revenues:
1.
2.
3.

Increase Traffic (Pay-per-click, ads)

Merchandising (Increase % share of wallet)
Improve conversion rate

The first two cost money while improving conversion

maximizes efforts in the first two. This means that you
maximize returns on investment, marketing costs, lower
customer acquisition costs, and improve customer retention.
Seek big gains on conversions first, merchandising second and
then look to drive traffic.
Conversion process is about persuading users to take that next
small step (micro-action). Conversion is a linear process that
ultimately ends up in a sale while persuasion is non-linear,
providing structure that recognizes users as unique. Process
can involve multiple interactions online and off. Varies
substantially based on user demographics, psychographics
and topographics.
Persuasion involves anticipating multiple possible
actions/touchpoints and marketing channels. Users are in
control of the process and each requirement/query must be
met or theyll leave. Persuasion moves users to conversion.
Target 100% conversion: theres always room for
improvement. Focusing on other aspects first is like trying to
fill a leaky bucket by pouring more water in rather than fixing
leaks. At FutureNow, (the authors consultancy), theyve
identified at least 1100 variables that can influence conversion
incl. the following:
-

Brand
perceived value
season
usability of site
navigation

page layouts
offer(s)
price
copywriting
site design

policies
shopping design
guarantees
competition
(online/off)

Before writing a single line of code, plan. Einstein: If I were

given one hour to save the planet, I would spend fifty-nine
minutes defining the problem and one minute resolving it."

Defining Value
The web is just the next step in the evolution of markets
removing friction from the buying experience. A successful
website still performs the functions of an offline salesperson
guiding them through all 5 steps of a professional sale:
Prospect, Rapport, Qualify, Present, and Close.
Websites are often just noise relative to the underlying value
customers perceive. The first step is defining how you create
value for your customers. Mohanbir Sawhney, Kellogg
School of Management, sees value as follows:
-

Customer-defined: based on needs not product

features
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Opaque: unique to consumer, the best we can do is

attempt to understand what they find important
Multidimensional: economic & psychological
Trade offs: relative to total costs (cost/benefit)
Contextual: depends on usage/context
Relative to alternatives. What differentiates you from
competitors?

Dont confuse value with price. Price is only one part,

sometimes youll be more successful charging more.

The Persuasion Architecture was developed to reach the

majority of buyers. There are 8 core principles:
1.

Focus on needs first not making site pretty/cool

2.

Be detail oriented & persistent. Always seek to be

better: #1 may have 10x revenues as #2.

3.

Understand your customer. Web experience should

plant seeds of real relationship that takes time.

4.

Dont frustrate your customers.

-

Persuasion Architecture
Persuasion Architecture is the authors web-based
professional sales approach. All information/every detail is
carefully and deliberately planned in a unified form. Visitors
must be persuaded (never pushed) along paths they need to
walk to accomplish goals. Marketing messages are integrated
and consistently presented online and off from a sites fabric,
email marketing campaigns, CRM, to responses to customer.

5.

Dont make assumptions that kill sales.

-

Steps to building a Persuasion Architecture:

-

Uncovery: Clearly defining your audience/who.

Developing personas & narratives that describe

how they buy and how they need to be persuaded.

Wireframing: the what of creative process page

by page representation of entire site with only
barebones text & links.

Storyboarding: the how. Developing persuasive

copy, a graphical mockup and an html mockup.

Prototyping: A frozen stage of finished prototype

that meets needs (no additional features allowed).

Development: Only now do you begin coding. Every

detail should now have been specified dont let
programmers make choices for you. Programming
costs more than planning. Every hour spent on
planning saves 3 in programming.

6.

Successful developers have a high degree of empathy for their

visitors and values:
-

Selling products for which theres a true need

Creating websites that persuade and entice
Anticipate questions, fears and concerns
Presenting information when needed, just in time
(not too much, not too little)
Emphasis on customer benefits not features
Creating optimized text/links for search engines

Selling on the web is rarely linear. Four types of visitors:

1.
2.
3.
4.

Know exactly what they want (shortest distance to

checkout is key)
Just browsing (need to see a strong value proposition
so that if they dont buy today, theyll come back)
Not sure what they want (the majority of traffic) you
need to do everything right to sell anything
No interest whatsoever arrive by mistake

8.

Make it simple to find info, navigate and buy

Have helpful & descriptive information on
products and services
Prominently display toll free no & other help tools
on every page

Focus on conversion. Be the site customers think

of immediately when they need what you sell:
-

Optimization: Unleashing to the public and a starting

point for testing, analytics & continual improvement

Dont assume every visitor will/can buy. Focus on

those who are interested and can act.
Dont assume theres a normal conversion rate.

Just in time customer service: when and where its

needed. Include status updates, purchase
acknowledgements, feedback actions, and honoring
guarantees. Give customer reason to place their
confidence in you. Additional tips:
-

7.

If theyre able to quickly accomplish needs, they

will be more willing to look around
No surprises: keep things simple, clear,
predictable and consistent.
Dont focus on entertaining them.
On average 30% of buyers find what they want,
the others run into obstacles and leave.

Informative and user friendly. Make online better

than being there in person.
Study & adopt values of the customers you seek
Dont let the brands you carry define who you
are, create your own brand identity.
Less hype, fewer short term promotions.
Points of action are points of greatest impact.
Clearly identify unique value propositions (UVP):
consider font size/text color/copy/buttons
Build anticipation through better text/copy.
Strong copy engages prospects senses and
stimulates desire until they take action.
Apply AIDAS: Attention, Interest, Desire, Action
and Satisfaction.
Look at but dont copy other sites industries
and customers are different. Focus on building
around your UVP & constantly improvement.
Dont impute only self interest/image on users.
Support an organization/cause you believe in.

Recheck the basics.

-

Know & communicate the value you offer

Refine your logo: clean & simple, related to value
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Points of action: Clearly defined. Familiar

placement (ideally on the right side of page
where users are peripherally aware). Address
privacy concerns. Ask bare minimum and ensure
clear exchange of value with each request of info.
Assurances up front: emphasize safe and secure
transactions and hassle free guarantees (ideally
place on right side of page where visitors are
peripherally aware). Adjust assurances as visitors
move further in sales process.
What they see must be what they get. Review
back end offline customer service and
fulfillment.
Could mom shop website? No substitute for
third party testing/applying feedback.

A key part of the Persuasion Architecture is anticipating

questions and information. 80% of visitors want to know the
same things. Dont make them hit the contact us button its
frustrating for them and costly for you.

1.

2.

3.

First time visitors to our store tell us

One of the most unusual questions we've had was
One thing people tell us they are confused about our
business is
I was especially proud helping a customer with
We do a lot of things that customers never see; if they
knew this they would
The biggest error made by first time buyers is
When we talk with the customers, they always tell
us (about our business)

Personas and Narratives

Delight each of your visitors according to their values and
preferences, and theyll be more likely to buy and buy again.
Calls to action will depend on their personalities so you will
need to identify with their temperaments luring them along
storylines/trails effectively serving themselves. Basic steps to
tailor your website to each of the personality types:
-

Map objectives
Develop strategy
Understand customers buying processes
Understand & refine the sales process
Researching key words & phrases used
Defining key business metrics to use

Understand who youre trying to persuade, what information

they require and the language that motivates them to action.
The authors identify 4 persona types:

Why is your solution the best now?

Address immediate needs with credible options
Values enjoyment, adventure, authenticity,
internal integrity, honesty, values, opinions, big
picture, personal detail

Humanistic: seeks applause, puts others needs before

their own, creative & entertaining. Prefers big picture.
Prefers to focus on who.
-

4.

How can your solution solve my problem?

Provide hard evidence and superior service
Values order, neatness, facts, attention to detail,
accuracy in reporting, credibility, data, truth.
Appeal by using tables/product
specs/comparisons

Spontaneous: seeks acceptance, lives in moment,

appreciates personal touch, flexible with fear of
missing out. Focuses on why.
-

Dont make them plough through FAQs if avoidable. Put what

people want to know in body, copy, headers, subheads, and
banner ads. If there are too many questions, create multiple
FAQs. Consider investing in tools that allow customer service
to sweep questions and answers into a database for future
reference to customers and customer service reps alike.
Maximize the ROI on your site. Be the resource that finally
answers visitors' questions that cant get answered anywhere
else but make sure youre answering the right questions.
Find out how others see your business. Ask the right
questions ask yourself and your staff:

Methodical: seeks accuracy/consistency, facts &

organization. Prefers to focus on how.

Who has used your solution?

Offer testimonials & incentives
Values belonging, cooperation, giving, caring,
service to others, creativity, entertainment,
acceptance, freedom, the big picture

Competitive: wants accomplishment, competence.

Impatient, driven by curiosity, values control. Prefers
to focus on what.
-

What can your solution do for me?

Provide rational options, probabilities, and
challenges. Reassure with guarantees.
Values competence, understanding, control,
curiosity, challenges, meeting goals, motivation,
achieving success, accomplishment, future
success, directness, to the point descriptions

Some products/services attract more of a given persona but

persuade people not stereotypes. In developing scenarios
have a deep understanding of personas use first and last
names, job worries, family needs, values, goals and desires.
Understand their demographics, psychographics (what does
the person do psychologically as part of decision making
process?), and topographics (how do these factors compare
within industry?). Work with front line staff in developing
personas create an experience your personas will love.
Link personas to content. Ensure content shares values and
vocabulary as buyers. Wireframing is a core part of the process
in planning interactions and building persuasion scenarios
that can be evaluated in context of the entire site. Make sure
each page is relevant to each persona satisfies their needs
and answers their questions before moving to buying process.
Low conversion rates are often because of a primary persona
is created that doesnt address needs of most users. With a
mass market and the ability to allow each to self service and
self select based on click through, you cant afford to focus
solely on one persona. Before design/writing copy, spend
time building scenarios: planning hyperlinks and words
around them.
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A note on complex sales. These are still managed as

persuasive process. No matter complexity, each click requires
a decision and satisfaction to move forward. Factors that
influence persuasive process include the following:
-

Knowledge: How difficult is it to understand nature of

product/service & procedures for buying? What do
they need to know? Site should help to eliminate
friction as a result of lack of knowledge. Understand
who customer is (e.g. buying agent or end user) and
adjust messages accordingly.
Need: How urgent is product/service required? How
quickly do decisions get made? Is purchase one
time/ongoing?
Risk: Especially related to issues of finance, how risky
is the sale? Remember that for many, safety and trust
are more important than price. Increasing financial
risk requires a more detailed persuasive structure.
Consensus: How many people are in the buying
decision? Copy must be relevant, inform, reassure
and persuade

Building Persuasive Scenarios

Successful scenarios meet needs of specific groups of users
and effectively measure success/failure of a scenario. There
are linear and non-linear components to each scenario. Focus
on their buying process versus your selling process given the
flexibility the web provides. Key components:
-

Driving/prospecting points: Starts with search engine

result/pay-per-click/banner ad or home page
Funnel points: First opportunity to control persuasive
process a landing page/main category page.
Points of resolution: Supplemental pages that
resolve/answer questions. Must link to waypoint or
conversion point.
Waypoints: Persuasive critical points targeting needs
of the majority of a given user segment. This may be
a detailed pricing page for a Methodical.
Conversion beacon: A point that all users must pass
through to get to conversion point (e.g. sign up
button with each step of signup considered a
conversion beacon).
Conversion point: Pont where user has successfully
completed persuasion scenario. Usually some type of
confirmation.

Both linear and non-linear aspects of process can and should

be analyzed. If questions arent answered clearly/thoroughly,
users will slow down. Answers should have subtle call to
actions with links to required information. Caution: avoid
having too much information. Answering questions that users
dont have can be frustrating.

Wireframing
A wireframe is a page by page non-technical representation of
every click through possibility and path visitors might take.
Interactivity/skeletal structure is mapped: no pictures, no
graphic design, only barebones text and hyper links. Answers:

What actions (incl. nav. links) meet the objective?

Which personas need to be persuaded to take action?
How do you persuade each persona to take action?

While wireframing, identify how needs/values are addressed

for each persona for a given page though multiple personas
may access same page. Entire website and all interactions are
designed and evaluated before any costly graphic design or
programming is started. This model is easy to change,
provides decision makers ability to feel what it will be like to
use site.
Purpose is to maintain flow of specific logical and business
functions. Identify all entry and exit points/actions users will
experience on each page of the site. Dont confuse
wireframing with storyboarding. Wireframing defines the
what of the creative process. Storyboarding defines how.

Storyboarding
A key part of storyboarding is developing the right text/copy
to grab the attention of users and motivate them through
website. This includes a graphic mockup, ensuring copy can
be easily scanned/skimmed, content is prioritized and ideas
are kept as simple as possible.
Copy should allow for imagination and avoid predictability.
These are words that allow you to touch, feel and smell. These
descriptors/triggers better reach users. Focus on what matters
most to users and help them visualize/feel the solution. Dont
overuse we its not about you. Its about your visitors.
Anticipate how users think and interact. You have 2-3 seconds
to convince them that a page is relevant and you have theyre
looking for, otherwise, theyll leave. They wont try to
understand elements they arent familiar with. Users are task
oriented and goal driven. They tend to dislike distractions like
flashing gifs, and intrusions like pop-ups/unders.
The 8 second rule: would a new visitor who has never heard of
your company or seen your website know what your website
is about in 8 seconds or less no matter where they landed?
Each page should fulfill AIDAS test (attention, interest, desire,
action and satisfaction). Inspires user to take an obvious/easy
action giving them what they want exactly as they wanted it.
First storyboards should be grayscale without the emotional
influence of color. After, color mockup and then finally html
mockup focusing on download speeds, browser capabilities,
style sheets and tabular formats (helping search engine
spiders crawl your site.) Five steps:
1.

Persuasive copy
-

What action (incl. nav. clicks) need to be taken?

Which personas need to be persuaded?
How do we persuade them to action?

People pay attention to copy even before images.

Persuasive copy answers unspoken questions
relates back to underlying business value in a useful
way to customer. Its relevant, addresses needs,
values and provides momentum to the target action.
Connect with, dont talk at people. Use the
language they use, make it personal.
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Keywords: works used to search

Trigger words: related to keywords and words
that help reinforce needs
Diction: same voice that customers speak

Differentiate audience between those who search for

additional info versus search to buy:
Search for content: Seeking sites that specialize in
precisely the content sought
Search to buy: Seeking simple, trustworthy,
streamlined buying experience, outstanding
service and value; anything else confuses.
Excel: Prospect, Rapport, Qualify, Present, Close. Walk
through AIDAS process with each persona.
On length of text: Web works better with facts than
emotions but you can move beyond building simple
trust & credibility and use text to appeal to emotion.
Emotion is critical to decision making Takes 300-500
words to cover a topic: make point correctly rather
than quickly. Cover essentials but keep things
interesting. Dont waste readers time. Use the right
trigger words.
Use scenario design to define/measure more effective
conversion plans. Use appropriate trigger words.
Adjust metrics accordingly to scenario design.
Focus on benefits, not features. Go through each of
your products features. Products have four levels:
-

Features: What products have.

Advantages: What they do.
Benefits: What they mean.
Motives: What features satisfy

Copy is best to communicate benefits. Remember to

consider personas. Speak emotionally answer
whats in it for me? to spur sales/action.
2.

Rough sketch: Visual sketch up of website.

Develop global navigation scheme. Understand eye
tracking patterns:
-

When looking at a page, people first look at text

particularly summaries and captions then
graphics (if at all)
People first try to orient themselves scanning top
left, moving across center to right then left again
crossing center in seconds. (opposite for cultures
where reading typically right to left)
Make sure UVPs are clear and prominent.
Users generally end up primarily in center looking
elsewhere for additional info. Left side can
function as stabilizing window.
Users still peripherally see right area. Good area
to communicate confidence (assurances,
guarantees, testimonials). Some call to actions
work e.g. subscribe, Amazon.coms carting.
First task: Orient visitors then use active window
to keep attention and persuade. Put info where
users expect to find it.

3.

Graphical mockup
Mock it up in Photoshop/Illustrator/Freehand or other
preferred software. Aesthetics are important: 46.1%
of consumers assessed credibility of site based
primarily on appeal of overall visual design.
Aesthetics should support underlying content and
targeted actions and not just marketing eye candy.
Use design for three reasons:
-

Evoke memories/images associated with brand

To make you look professional
Assist with persuasive momentum of site

Every design element (image, graphic, layout) must

help user to be more confident in company/product
or persuade them to action.
Keep layouts consistent. Dont do splash pages as
they kill mood for visitors. Remember to try to think
how user thinks. Not how you think.
Use contrast to help guide eyeballs:
-

Be able to see calls to action 6 feet away

Size: big vs little
Weight: thick vs thin
Structure: shifting weight with each stroke
Form: rectangular vs rounded
Direction: straight vs slanted
Color: warm vs cold

Users skim and they scan. Plan for both:

Scan: minimizing time to find what they need.
Skim: reading using indicators that include
bolded text, bullets, short text blocks, strong
first/last sentences in each paragraph, legible
fonts and also effective hyperlinks.
Users will read shallow but wide. Use different
elements to attract attention (guidelines not rules):
-

Headings: Uses extra white space to help visually

organize. Should fit on one line. If headings echo
navigation, use exact same words. Different
styles, types and sizes helps identify them
through scanning. Consider indenting text from
left margin to create additional balance. If read in
isolation, do headings communicate basics?

Pull Quotes: Adds style/captures attention.

Highlights and identifies key phrases. Read all
pull quotes in sequence to see if they make point.
Note that they dont present well in nongraphical browsers. If you use, consider having
text-only pages as well.

Highlighting text: Distinguishes essence of

message. Use minimally. Read highlights in
isolation does it carry message?

Embedded links: Gives visitors quick access to

content and captures attention. Links should be
short, concise and intuitive. Use
keywords/trigger words words that match
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users goals and causes user to click. Make sure

links deliver.
-

Color is one of 6 important elements of effective

design: line, shape, value (lightness, darkness,
shading), blank space, textures/patterns, and color.

Big Picture Guidelines (also applies to text):

o
o
o
o
o
o

Start process of color design with words describe

the mood/ambience of business. Whats the
feel/style/characteristics of core audience? Assemble
collection of nature pictures with subject matter or
colors you feel represent what you do. Take color
palette and choose most prominent colors.

Maximize familiarity / consistency

Design Shallow to Deep home page with
short text to lure users further into site
Classify well: understandable terms
Punchy, compelling headlines/summaries
Be direct, be short, concise/precise make
accessible to impatient users
Simple language avoid jargon/rhetoric

Dont make ability to distinguish color critical 10%

of users have visual impairment. For example, dont
use color to show a field that needs to be corrected
on a form. Color can be used to improve usability:

Navigation has two roles: orients visitors (letting them

know where they are), and it directs (shows visitors
where they can go and how to get back)

Some basic techniques for organizing navigation:

-

Hierarchical: sideways, tree-like

Global tabs / running list throughout site
Local: related info within category but not
between categories useful if users land through
search engine but its not quite the right page.
Embedded links: underscoring clear actions
Site maps: only 1-3% use. Too much information
but its useful for search engine bots.
In-site search engines: avoid if possible. Studies
suggest users more likely to find on their own
than using an in-site search engine.

Color can organize a site visually, draw a users eyes to

important information while deemphasizing other
information. It can convey structure of the navigation
system and can be used to code different features.

Basic principles in designing navigation:

-

Standard icons/conventions where possible

(dont be original)
Consistent, simple and intuitive
Illustrate basic structure of navigation to help
users feel more confident.
Clear concise labels for navigation elements.
Review logs for the specific terms/words users are
using to search site.
Use text for navigation elements, avoid graphics.
If you have to use graphics, also use text.
Dont link everything. Less is more. Make links
clear as to where they go.
Provide help online and offline.
Keep links within page simple and clear so they
dont need to click back. They may leave
altogether. Dont disable the back button.
Customize your 404 page with site maps to orient

When finalizing your mockup, it should be in

grayscale. A design that looks good in black and
white will likely more easily come alive with color.
The first acceptance test should be black and white to
ensure Persuasion Architecture holds. Once the
design is completed, add emotion of color.
4.

Color mockup
Color should enhance, not define experience. Choose
at most 4 (preferably 2 or 3) different colors and keep
consistent scheme across site. Take care in choosing
as people associate emotions with various colors.

Use solid, plain backgrounds behind text. Ensure

strong color contrast between background and
text. Avoid patterns. The best is black on white.
If users spend a long time or you are targeting
the elderly, use brighter colors.
For visitors to easily distinguish colors, choose
darker shades of blue, red and purple and paler
shades of green, yellow and orange.
Avoid blue for text (if not links)
Avoid diagrams with thin lines.
Avoid pairing color opposites/high chroma colors
like blue and yellow as it can create optical
illusions/headaches, perceived vibrations and
phantom shadows.

5.

HTML mockup
While a good coder can code almost any design, a
good designer can produce great designs without
sacrificing usability if they understand limitations of
HTML.
Consider what can be converted to HTML and what
must remain image. Consider download time,
compatibility with multiple browsers (lowest
common denominator), using CSS for simplicity,
laying out tables with understanding of how search
engines spider site and choosing easy to read fonts.

Keeping it Simple and Consistent

A point thoroughly emphasized throughout the book. Design
for the lowest common denominator dont assume expert
users. Ensure pages load fast the best sites load in 10
seconds and no one will wait 30. Never make them download
plug-ins. Emphasize text with clear strong statements. Dont
confuse people (e.g. using blue for anything but links).
Avoid scrolling if possible but if not, place important
information above scrolling line. Dont do horizontal scrolls.
Offer simple and consistent navigation. The average user will
only look at 2-3 pages before leaving. Get them where they
want to go quickly.
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Make everything obvious. White backgrounds are quick to

download and help information stand out. Label clearly
without jargon and be concise in explanations. Jargon is
sometimes necessary with a targeted select audience to
communicate credibility but keep usage low profile.
Dont strand users. Always have a call to action, make
checkout clear. Have clear navigation links within page so
they dont need to use back button.
Avoid in-site search if possible. If necessary, label clearly with
instructions, and have buttons to help narrow search.
Anticipate nature of enquiries and adjust results accordingly.
Allow users to qualify/constrain searches with additional
checkboxes or drop downs. Incorporate synonyms and
equivalents. Establish internal glossary of terms and thesaurus
so that it recognizes misspellings.
Buying process should be simple and clear provide helpful
tools and guide them through.
Pay attention to detail to build trust. No typos, grammatical
errors, screen error messages, images that dont open, browser
compatibility problems, functions that dont work. Check
repeatedly on different browsers.
Some of the things the top 100 websites have in common:
-

fast download times, few graphics, minimal, if any

multimedia, very few obvious JavaScript tricks, no
DHTML, no splash pages, no background imagery
no frames
high contrast text with lots of white space
most links in "traditional" blue, underlined text
solid database powered back end

Choosing and Using Images

Every image should facilitate buying process. If it doesnt sell,
it could hurt. Present product images first as thumbnails with
larger images reconfiguring entire screen or better, pops up.
Pop ups have advantage of allowing user to see image while
staying visually in touch with the source page. Caution: they
slow momentum unless they are effective at persuading.
Assume users want more rather than less information but be
clever at hiding/expanding it. Images convey features,
benefits and values. Show the product in context, next to
competitors products. Show benefits/product in use.
Credibility is life and death to your company. Image quality,
look and feel must therefore be consistent and communicate
the values users identify with.

Qualifying Visitors
The process of qualifying and presenting information to users
is iterative by choosing to go deeper into your process, your
users are self qualifying. They acknowledge appeal of the
unique value proposition you communicate. It starts with
your home page. Your home page should not be the snapshot
of everything you are as a business would be information
overload/paralysis of analysis. Keep things simple.

If a landing page is the first interaction with a website (versus

home page) it must still identify who you are, communicate
whats in it for the user, incorporate AIDAS for persuasive
momentum, and reinforce the reason they landed there (e.g.
linking it to a marketing campaign). Match ad copy closely
with key words so users immediately see relevance. Use
landing pages maximizes pay-per-click marketing as it
specifically addresses the need the user is looking for. The
goal is to figure out why the user clicked there and
encourage them to keep clicking.
Limit choices. Use the alternate close: no yes/no questions.
Offer limited choices. Lead them deeper/close the sale.
Use embedded links within body of copy in the main panel of
the page leading users to where you want them to go next.
This is best optimized with testing over time. If you provide
simple choices to choose from and engage them properly,
they will follow your path.
Use your web logs to analyze navigation path activity within
the persona scenarios youve developed.

Tactics: Better Merchandising

Dont assume customers know everything about a product.
Basic tips to presenting information:
-

Present enough information like product specs

Educate and even entertain, but ensure visitors dont
have to look elsewhere.
Make it easy to navigate. Save buyers time, and they
may buy more.
Avoid clutter, use thumbnails of images/rollovers
Have similar/compatible items near point of purchase
Ensure users can add multiple products to cart
Satisfy needs/ease of use dont focus on innovating
You can have more than one way to add to cart
Example: Sharper Image shows best seller and sales
driver on home page to promote specific products
while spurring impulse buying. Also displays 3
related products in product views.

Developing an E-mail Strategy

There are two useful types of emails direct response, buy
now and branding/identity building messages focused on
longer term goals of organization. To write effective emails
you need to say the right thing at the right time.
The goal of emails is to capture mind share. You can improve
it by increasing relevance of your message and/or repeating
the message with greater frequency. Most firms use email
with a short term focus. There is a bigger opportunity to
communicate your brand/values and a longer term
relationship.
Balancing between audience and content: Dont worry as
much about reaching the wrong people in email. Focus on
what is said.
Consider the stage of buying decision a user is at and tailor
emails accordingly:
7 of 13

Problem/need recognition
Information search
Evaluation of alternatives
Purchase decision
Purchase
Post purchase evaluation

In business-to-business (B2B), the stages are further defined:

-

Suspects: All potential buyers. Get attention to

qualify potential buyers.
Prospects: Suspects with active interest. Gain interest
and further qualify/identify key players decision
makers and influencers.
Leads: Prospects actively engaged in buying process.
Reinforce their past analysis. Understand negotiating
style, needs and key issues/values.
Buyers: Leads currently negotiating with you and
have made commitment to buy in principle.
Encourage them to verify past analysis while
correcting any missteps and overcome surprises that
may be in way of closing sale.
Customers: Those who have paid for service/product.
Ensure their satisfaction so you can upsell, cross sell
and re-sell.

Ask what prospective buyers need to do to move forward with

a buying decision? Who has to be persuaded to take action?
How are those decision makers persuaded?
Always be conscious of question: Why should I buy from you?
Use their language knowing where they are in buying decision.
Clearly identify and address abandonment. Try to target
abandoners of a specific product category and offer special
and exclusive offers on popular cross-sells, accessories and
complementary products/services.

Shorter isnt always better. Less information (like not

collecting key email contact information) can lead to fewer
sales though it may have a greater response.
Steps to reducing abandonment:
-

Building Momentum
Momentum is providing users info they want it when they
expect it. Persuasive momentum is built by helping users
move through AIDAS. It begins with the hyperlink.
Hyperlinking strategy is the backbone of a persuasive site:
-

Calls to action help guide users to next step in sales

process. Each step requires visitors to take specific
action (e.g. contact, locate, find, view). Pair
imperative verb with implied benefit.
Points of resolution in the buying process take the
form of hyperlinks. Links answer user questions/
resolve sticking points/concerns by guiding them to
pages with comprehensive info.
Resolving doors satisfy buying process and bring
users back into sales process. Carefully worded "exit
links" are calls to action woven into copy of resolution
page introducing product specific solutions to
questions being asked.
Links help to manage complexity. Point of resolution
links (with accompanying information) reduce clutter
while respecting reality that buying decision isn't
usually a linear process.

Four tips to build momentum in forms/cart:

Tell prospects what theyll get, not what you get if

they click instead of register here, use download
kit / read white paper. Show exchange of value.
Dont pre-check check boxes. You are forcing
prospects to opt-out if prechecked putting them in
no mindset. Leave unchecked and train them to say
yes and signal commitment.
For errors, provide minimum client side automated
error handling while also providing redundant server
side error handling just in case client side browser
cant handle error checking.
Reiterate unique value proposition on order
/registration form. Very few users are 100%
committed to filling out forms. Tell them what theyll
get. Make sure first sentence starts with checkbox
with the word yes. Put checkboxes next to every I
want to receive and put borders around this as
well. Makes them commit themselves further to
pressing submit button.

If conversion rates are really low, improve home and

landing pages, re-evaluate persuasion scenarios, and
ensure persuasion scenarios arent interrupted. Pages
must link together in step by step fashion and that
each step can be anticipated with user in control.
Avoid forcing user to pogo-stick (jump between
pages to comparison shop because they lack
information): give enough information in right places.
Site should have a unified feel, reinforce visitors
expectations arrange site in predictable ways.
Scenarios should be focused avoiding wasting time of
users. Ensure every page is complete containing all
the information user needs at that point of persuasion
process. Many people leave after seeing first/second
page - focus on the big picture scenarios to persuade
them to stay.
Thoroughly integrate Persuasion Architecture users
who are thoroughly persuaded are often motivated to
navigate worst checkout process. The more time they
spend on site, the more theyre willing to buy.

Building a Better Shopping Cart

Get the Cash (GTC):
-

Offer as many payment possibilities as you can

display prominently and clearly (e.g. multiple credit
cards, COD, or money order)
Multiple payment channels (secure server, fax, mail
and phone)
As many third party payment services that can offer
benefits to the business (Yahoo!, PayPal, AOL, etc.)
Prominently display security assurances (security
certificates, guarantees, return policies, and privacy
policies) at the right time/place (at corresponding
points of action)
8 of 13

Like Amazon, add reassurances you can always remove it

later under the add to cart. Nordstrom prominently shows
graphics point out easy returns, free exchanges, secure
shopping, credit card safety and privacy. With each call to
action, anticipate questions that can slow things down:
-

Add to cart: What if I decide later I dont want it?

Subscribe: What are you going to do with my name
and email?
Choose shipping option: What if user wants to
change later? What if it costs too much? Can it be
changed?
Enter credit card: Can I review and change it later?
Change the card without losing cart?

Make them confident, make it easy to click yes. Make sure

they dont have to leave the page to see assurances.
How to fix your shopping cart:
-

Check the number of steps in checkout process.

Dont assume you need to reduce.
Include progress indicators (e.g. Step 2 of 5) always
providing opportunity to go back/review without
losing all the data that theyve entered.
Always provide link back to the product. Let them
confirm theyve selected the right item.
Add pictures inside the basket (can boost conversions
by as much as 10%)
Provide shipping costs as early as possible. If
possible, while they browse given total cost is critical
question to all buyers.
If shipping info is same as billing info, include box
that auto fills information.
Manage delivery date expectations. Show stock
availability on product page with estimated delivery
dates or this product usually ships in x days.
Make it obvious what next step is. Visual cues,
prominent buttons. Dont make remove from cart
and checkout buttons visually similar.
Make it easy for shopper to add/remove items in the
shopping cart. If a product comes in multiple sizes or
colors, make it easy to select or change values. Allow
people to buy same pants of two different colors.
Blame any mistakes on the server that server didnt
understand a foolish user error. If information is
missing or filled out incorrectly, give distinctly visible
and meaningful error message and clearly state what
needs to be changed.
Provide your full contact information during checkout
process to give them confidence in you.
Give users option to call. Use separate telephone
numbers different from rest of the site. Track,
evaluate and understand shoppers needs and
behaviors. Give them fax order form so they can
complete order by fax if preferred.
Focus on needs of new customers than registered
customers. Much harder to acquire new customers
than keep selling to loyal customers. Registered users
will find a way to sign in. Dont make
login/registration a barrier to checkout offer a way
to buy that doesnt require registration.

Add third party reinforcement messages. Verisign,

BBB and logos of credit cards either help or have no
impact. Hacker safe certification helps clients all
across the board especially for larger orders.
Present coupons carefully. Should add to experience
not create doubt for those without coupons.
Deal with pricing issues head on. If you sell name
brand products & youre price competitive, consider
lowest match guarantee
Track mistakes system should notify you of errors in
checkout process. For example, one client noticed
that some users turned off cookies. With cookie-less
checkout, they raised significantly conversions.
Save the shopping cart for them and allow them to
buy when ready. Dont worry about users who leave
stuff in them. Offer telephone checkout. If theyve
gotten this far, theyre most likely considering buying.
When all else fails, survey. Try exit surveys if people
abandon checkout. Offer incentives to complete.

Every site will have its own issues/environment. Case study:

CafPress Allowed new users to buy without
registering. Buyers can sign in as guests. Streamlined
checkout process reduced the this looks like work
factor into 3 pages. Gift message field only appears if
customer ticks check if this is a gift order box. Offer
point of action assurances. Give visitor option to call
by offering telephone option. Unique ID number
assigned to each cart. Tested a viral element at end
sending 5 friends $5 coupon by email while also
providing user with $5 coupon. Coupons also
included suggestions based on most popular/unusual
products.

Turning First-Time Buyers into Repeat Customers

-

Use a welcome kit to bring them back. This generally

includes a welcome message/thank you, and a
description of the people behind the company.
Personalize the relationship describing how your
beliefs and values impact the user
experience/products. Describe your company history
if appropriate. Offer member cards/ID/phone
stickers/info magnets. Personalizing can increase
second purchase rate by as much as 50%.
Use surprise gifts. These are useful to customer but
dont have a logo/phone number on them. Consider
more valuable gifts for high ticket first time orders.
New customer offers are not surprise gifts.
Use samples appropriately. Sample anything you
have related to a purchase and may be consumable.
Have a variety so that new customers get samples of
something they didnt buy.
Dont forget the importance of packaging. Use fresh
clean blank boxes unless you can get customized
ones with logo. Kraft tape, and blank newsprint
/peanuts to pack. Costs more but better impact.

9 of 13

Using the Right Metrics

With over 1100 variables that can affect conversion rates, its
important to measure the right variables. Metrics are used to
gauge tactical and strategic objectives. Not all metrics work.
Tracking abandonment:
-

Single page accesses: they came, they saw, they left.

These visitors werent inspired to look further.
Scenario analysis: following visitors through website.
Are they clicking where you want? Where do they
leave?
Shopping cart abandonment: find out where they get
frustrated enough to say goodbye.

Some of the right metrics for e-commerce:

-

Objectives: Cash flow, profitability, and balance sheet

reporting. These are for the board of directors and
senior executives.
Strategy: Gross and net sales, cost of goods sold, sales
per visitor (SPV), cost per visitor, customer conversion
rates. This is reported to management.
Tactics: Any measure that examines how business is
run overall site performance, individual promotions,
fulfillments, and customer service. These are
managed and shared at the front line level.

the phase of the moon but it wont be because of the

ineffectiveness of a keyword.
Track pay-per-click conversions on a micro action basis. These
are the key decisions that need to be on the way to the
ultimate conversion. By tracking these microactions, you can
track failure and optimize dialog using the same key trigger
words that youve embedded in your Persuasion Architecture.
Select keywords based on your buying process specific to your
product/service. Pay attention and track visitor latency the
time it takes from first coming onto your site and ultimate
conversion. This may adjust your strategy.
Calculate clear metrics. Calculate ROI correctly. Divide spend
per keyword/phrase by gross margin (gross profit minus
COGS) on the specific products bought. Set clear goals so if
your goal is to generate leads, determine base amount of what
a lead is worth to you.
Focus on phrases/words with the best returns on profitability
before those that generate the most traffic/gross sales.
Follow users as they go through scent trails and see where
they leave and track how effective your scent trails are from
landing to call-to-action. How to set up the metrics:
1.
2.
3.

Defining key metrics:

-

Gross sales: Total sales at originally invoiced prices

Net sales: Gross less discounts, returns, allowances
and any adjustments to customers
Cost of goods sold: Cost of producing finished
products, direct costs (labor+overhead)
Sales per visitor: Average dollar amount purchased
per visitor (not per order); measures efficiency and
ability of your site to close orders.
Cost per visitor: Divide marketing expenses + web
expenses by number of unique visitors.
Conversion rate: Ratio of orders to web site visits
(aka sales closing rate). Measures efficiency of
website of turning visitors into buyers and is a
primary driver of ROI

It is critical that you have a system in place to monitor and

increase conversion rates. Return on investment (ROI) is
generally too blunt of a measure as it doesnt speak to root
cause which may be completely unrelated to marketing (e.g.
high shipping costs). Maximize pay-per-click by tracking on a
macro action basis by linking keyword/phrase click through to
conversion.
A poor conversion may not be because youre buying the
wrong keyword but it could mean that you website must
accommodate that keyword better. A lack of conversion may
also be related to the product itself or an attribute of it. This
may be the case if the abandonment rate from the
shipping/confirmation page is high.
Use Average Time on Site as an indirect measure of
effectiveness of keyword/site. People dont waste time
browsing for products they dont want to buy. They might
decide not to buy because of cost, shipping, return policies or

4.
5.
6.

Start with fresh spreadsheet

In one column, list top one hundred search
terms/phrases (both paid/organic).
Assign 1-5 rating (5 being highest) of how important
the landing page is to the ad word user clicked on
Next column list single page access/bounce rate
Next column, list every conversion goal (calls to
action) from that page
Calculate bounce rate from each step in scent trail
from landing pages to call to action pages

Track where your scent trail breaks down. Make sure if the
users intent is obvious, the scent trail youve created on the
chosen term matches users intent. When a user clicks they
expect to either find the answer theyre looking for or a link
that will take them to the answer theyre looking for.

Ending the Single Page Visit

People know what they want when they go on the web.
Everything starts with the home page which is 50% of the
battle. A good home page orients the visitor but a weak one
results in lost marketing dollars and worse visitors never
come back. The text portion should download first and fast
8-10 seconds max [probably a lot less today]. The entire home
page should be 35k-40kb max.
Some of the critical elements for each page (with search
engines, users are more likely to land anywhere):
-

Looks and feels professional

Navigation obvious, simple and consistent
Unique selling proposition clearly stated and strong
Information presented from visitor's point of view
Navigation anticipates and clearly supports all
reasonable path choices
Layout reflects knowledge of eye scanning patterns
and sweet spots.
10 of 13

Choice of page elements reflects knowledge of how

text / graphics used online as opposed to print
Graphics and text appropriate and wellchosen/written
Reflects principles of good usability
Uses expert sales principles that encourage a buying
decision with knowledge about consumer
psychology, different personality types and personas
Inspires trust and builds rapport (e.g. security more
emotional than tech issue)
Contact information prominent and easy to find
Help available. User centered (vs tech centered). How
many help channels do you provide?
Smallest details such as fonts, colors, chosen with
understanding and knowledge of what max sales
Delights visitors and inspires them to go deeper and
guides them into website

Testing
Testing puts your ideas under the unforgiving light of public
scrutiny. Testing lets you to optimize your conversion rates by
making the right changes, at the right time in the right
sequence and then evaluating results before continuing.

sentence images, "from" field, calls to action, opening

greetings, type styles, layout elements, graphics
-

Site elements: landing pages, language of copy

(headings, body, calls to action, assurances), colors,
location of elements, look/feel and hyperlinks

After you develop an appropriate toolkit of metrics,

developing integrated reporting is the next step. The Holy
Grail of reporting includes a suite of quantifiable, actionable
metrics that capture behavior patterns and relate them to key
transactional business levers of units, revenue and margin.
Establish which metrics to use as key performance indicators
(KPIs). These clarify and define relationships in data. They
provide an expectation for performance that can be compared
over time and can reveal meaningful change in activity for a
selected period and provide guidance for what corrective
actions may be appropriate.
Establishing the right reports are critical to understanding how
users interact with your Persuasive Architecture and in turn
achieving a high ROI. More sophisticated sites establish more
nuanced metrics over time.

Web Analytics and Basic Reporting for Retailers

Be methodical. Go slow to go fast. Be sure what youre testing

and how youre going to measure and interpret the results
before starting. Know what success looks like. After first test,
test against a control. Test only one item at a time so that you
know what change is resulting in the improvement or failure.
If testing emails, send test emails at the same time to eliminate
timing variable. Some platforms like Optimost & Interceptor
can help with this.

The first step is to know how data is measured. For instance,

do you exclude search spider activity? Is a page refresh
counted as a page view?

A/B testing is tracking two separate groups against each other

(e.g. testing subject line of email based on the open rate).
Some guidelines in doing so:

For a retailer, KPIs include:

Beware the "fresh" factors: seasonality, time of day

Sample size must be adequate and variation between
should be statistically meaningful
First step is to decide how you will split (e.g. 50/50,
80/20; randomly; by search engine)
Decide on test stability i.e. if user comes back do
they see same site?
You can choose no stability, session stability and
cookie stability but at minimum, session stability
Cookie stability is required to track latent conversions
To determine the best test size, run a null test - A/A use test size where test results converge
Decide on criteria for success based on number of
conversions/sales or over course of time
As rule of thumb, one result should be a min. 3x other

There are a few ways to set up an A/B test. Use inexpensive

scripts, route traffic to different servers or use software
services like Optimost, Offermatica, or Visual Sciences.

What do you want to know? Successful online retailing

depends on consistent and regular test, measure and optimize
cycles. Sales results and site activity/traffic reports, while
important may be too simplistic in nature.

Comparing time spent on product information pages to store

locator pages (helps determine whether users are at purchase
or research stage of buying)

Basic Reporting & Testing

1.

2.

Test variables that have greatest impact:

-

Emails: bonus gifts, coupons, P.S. messages,

guarantees, opening sentence image, closing

Site wide conversion rates

% of new/returning visitors
Sales per visitor
Average order value
Average number of items purchased
Shopping cart abandonment rate
Repeat order rate (which can help calculate lifetime
value of customer)

3.

Single page visits: Most important. Monitor key entry

pages home page, category and landing pages.
High numbers mean page wasnt relevant or they
couldnt figure out what to do next
Entry and exit rates: Monitor traffic sources what
pages visitors enter on and if entry pages have high
exit rates. Problems may seem minor but have high
impact e.g. a change to a more relevant image
Traffic by product category/individual products: Do
they get the visits they deserve? If underperforming,
eliminate or consider restructuring navigation.
11 of 13

4.

5.

Target efforts based on displayed behaviors this

increases retention and lifetime value. Employ
targeted email campaigns, know which web tools to
invest in that high value customer segments use, and
correlate online behavior with offline systems to
deliver recommendation engines in call center. Learn
how different segments behave:

Products by search engine: Based on most recent

search engine activity. Tells you which search engine
people use to find your products and income they
generate. Use this for SEO and ranking engines.
Scenario/shopping cart analysis: How do visitors
move through various stages of shopping cart and
checkout process? Work to reduce abandonment.

Intermediate Reporting & Testing

1.

2.
3.

4.

5.

Sales cycle reports: Calculating how much time (in

days) between a users first visit and purchase
(defined as latency). You may have only one
attempt to ensure information is helping consumers
make minds up to purchase.
Internal search words/failed search words: Track
conversions from searches. Do new products need to
be added? Search results/descriptions tweaked?
Next page and previous page flow reports: Identifies
where visitors go after looking at a page. Used to
consider how to optimize website path design to
funnel traffic to desired goal page. Compare with
where users actually go.
Marketing effectiveness dashboards: Tie effectiveness
of campaigns to purchase behavior (e.g. affiliates,
paid search, paid inclusion, email marketing,
banners). Used to optimize spending.
Look to book/browse to buy ratios: This is
merchandising analysis to help monitor effectiveness
of product pages in driving purchases. High
visits/high conversion dont waste time here. High
visits/low conversions this is what this report is for; it
means that a page requires better merchandising,
improved copy, testing price points. Low visits/low
conversion suggests little interest in product or
visitors arent finding what theyre looking for.
Consider removing/replacing. Low visits/high
conversion consider bundling these items with
other top selling products. Increase visibility and
drive more traffic to them.

5.

Merchandising reports: Which brands, categories,

and products sold best and up- and cross sell reports.
Identify which products are most popular and which
are likely to be sold together. Use reports to more
effectively price and place products to increase
average order values.

2.

Multichannel reports: Use to understand how

customers behave in all channels.

3.

First time versus repeat buyers by products

purchased: What products are repeat buyers more
open to buying and how does their shopping pattern
differ to first time buyers? Provides guidance to
promotions/merchandising.

4.

Segmentation analysis: Segment customers. The

most advanced analytics performed by profile based
segmentation using historical records of activity.

A/B testing: Move beyond simple comparisons

between two related groups/segments. Focus on
true experiment with defined hypothesis and
evaluation criteria. Measure actions to relative to
visitors and calculate results based on profits
(integrate of costs, returns, cancellations, discounts
and actual shipping costs). Accurate tracking of
individuals is critical. Dont track by IP alone - orders
could be overallocated to handful of users coming
from large ISP proxy servers.

Tactics: Converting Visitors to Subscribers

1.

Max conversion rates for selling content online

-

2.

3.

Allow visitors a sneak peak to see value

Offer free samples, testimonials, money-back
guarantees and compelling graphics
Make payment process as painless as possible

Max conversion rates by cutting out irrelevant traffic

-

Quality is significantly better than quantity

Trace irrelevant traffic, calls & emails to source

Dont overlook your site infrastructure

-

Advanced Reporting & Testing

1.

do segments view different pages or products?

convert at different rates?
use different site functionalities?
different order sizes?

Slow site means fewer page views and fewer

search referrals as bots & visitors give up (fewer
advertising revenues)
Monitor peak times (e.g. after email promotion)
Monitor site performance with easy to use tools

Tactics: Reaching Users where English is Second Language

-

Use short sentences: 15-20 word (20 words are close

to danger zone). Concise, direct sentences.
Simple sentence constructions. Subject+verb+object
(if any) followed by any extra information.
Stay in active voice, avoid passive verbs that can
appear ambiguous. Choose one word verbs.
Use pronouns clearly - e.g. who is "they"?
Simple common words with clear meanings.
Use positive language and avoid negative
constructions, negative images and double negatives.
Avoid clichs and slang.
Use people who speak english as second language to
proof and be very careful with humor.
International Herald Tribune is a good online
newspaper that writes English for global audience
12 of 13

Diagnostics: Stages where You Lose Buyers

-

Finding: Shoppers can't find what they seek.

Selecting: Shoppers don't have enough info to select
right product/can't tell difference.
Deciding: Shoppers can't tell if selected products are
going to meet needs or desires.
Carting: Shoppers don't know how to tell you they are
interested in purchasing product.
Checkout: Can't complete checkout process to place
their orders. Dont spend all your time here. This is
responsible for only 13% of lost sales.
Fulfillment: Don't get the products they
ordered/decide they want to return them.

The best way to track and determine why visitors are leaving
your site is to watch them buy over and over again.

Diagnostics: Dells Conversion Tips 6 customer critical

customer purchase questions
1.

Can I find what I'm looking for?

-

2.

6.

Clean up site design: larger font size, less is more

Add testimonials, security certs, affiliations
Get listings in media such as bizrate and epinions
Show personality
Highlight (money back) guarantee
Include privacy, contact us, and about us pages

Can I buy easily?

-

Usability and art of persuasive reassurance critical

Site is seamless and fast
Call to action on every page
Add toll free phone number on every page
Site performs same functions as off-line sales staff
Anticipate questions and respond at right times
Customers always one frustration from gone
Keys to good customer service:
- simple and easy to find info / navigate site
- strong copywriting (helpful and descriptive
info) on products/services
- simple, clear and easy to buy

The easier it is to find, the less leakage and more

repeat visits
If you have one, tune internal search engine
matching top search terms to product pages
Top sellers on home page for people buy on
impulse or recommendation
Match landing page to marketing campaign (e.g.
vanity urls)
Test categories, naming and nav. with customers

Add related items to a product view

Add relevant, topically based shopping
navigation/search
Add interactivity to pull visitors to site/page

Do I really need this product? (Desire in AIDA)

-

4.

Can I trust this company?

Can I find something that interests me?

-

3.

5.

Repeat deal or promotion on every page

Answer all relevant questions and provide details

in compelling way e.g. Why this product? How
does it help visitor? Why now?
Display larger product pictures
Show product in action
Headline the results your product promises
Focus on benefits in the copy
Make it easier to read - bullets, short
sentences/paragraphs/conversational tone
Add substantiated recommendations (e.g. 4/5
dentists recommend... )

Can I get it for the right price?

-

Convince prospects you have great price and

dont have a need to go elsewhere
Limited time promotion to product/category
Free shipping (#1 online promotion)
Show good, better, and best options
Show comparisons to competitors
Use slash-through pricing
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