Über die Autorin bzw. den Autor

Both Bryan Eisenberg and Jeffrey Eisenberg are an inventors of Persuasion Architecture (patent pending) and cofounders of Future Now, Inc., a consulting firm focused on helping clients persuade and convert their Web site's traffic into leads, customers, and sales. Lisa T. Davis is a partner and Director of Content for Future Now.

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Contents

FOREWORD............................................................................xiINTRODUCTION: A BRIEF CONVERSION PRIMERCalculating Your Company's Conversion Rate..........................................xiiiYour Vertical Industry's Conversion Rate............................................xivThe Micro-Perspective on Conversion.................................................xvConversion versus Persuasion: A Bigger Picture......................................xviiBenefits of Increasing Your Conversion Rate.........................................xxiiiCHAPTER ONE: PLANNINGAn Incredibly Condensed History of Persuasion and Sales.............................1Value-Customer Defined..............................................................3A Solid Foundation..................................................................7Principle #1: Avoid Accidental Marketing............................................10Principle #2: Get the Winning Edge..................................................12Principle #3: Understand Your Customers.............................................14Principle #4: Don't Frustrate Your Customers........................................15Principle #5: Shun Assumptions That Kill Sales......................................20Principle #6: Put Customer Service Where It Counts..................................23Principle #7: Emphasize Conversion..................................................27Principle #8: Recheck the Basics....................................................32CHAPTER TWO: STRUCTURINGFrom Traditional to Persuasion Architecture.........................................38Architect Your Path to Success......................................................42Uncovery-A Closer Look..............................................................48(Wire) Frame Yourself...............................................................68Storyboarding-Now the Plot Thickens.................................................69Why Success Among the Failures......................................................107KISS Your Customers If You Want Them Back...........................................109CHAPTER THREE: COMMUNICATING20,000 Leagues into the Brain.......................................................112Does Your Online Writing Have What It Takes?........................................115Case Study: MaxEffect Before and After..............................................119Image and Web Site Images...........................................................123Can't Smell It on the Web?..........................................................127When Your Copy Must Leap Oceans.....................................................129In-Site Search Engines-Thumbs Down..................................................131E-mail Strategy-Saying the Right Thing at the Right Time............................133Advanced Wordsmithing: Three Stylistic Ways to Become Memorable.....................139Some Final Thoughts on Language.....................................................140CHAPTER FOUR: MOMENTUMThe Foundation for Momentum.........................................................143Persuasive Scenarios................................................................146Don't Slow 'Em Down.................................................................150Qualifying Your Visitors............................................................152Overcoming Analysis Paralysis.......................................................157Map Scent Trails That Build Momentum................................................159The ABCs of GTC (and By the Way, POA)...............................................171Twenty Tips for Lowering Shopping Cart Abandonment..................................178How CafePress.com Lowered Its Abandonment Rate......................................185What About Your Web Forms?..........................................................195The New Frontier: Complex Sales.....................................................205CHAPTER FIVE: OPTIMIZING"Good Enough" Conversion Rates?.....................................................209E-Commerce Metrics: Drowning in Your Own Data?......................................213Ending the Single Page Visit........................................................218Is Your Home Page Helping or Hindering Sales?.......................................219Beyond the Sacred Portal of the Home Page...........................................221Increase Your Pay-Per-Click ROI.....................................................222Optimizing Your Scent Trails........................................................223Making the Dial Move by Testing.....................................................224Web Analytics for Retailers.........................................................229GLOSSARY............................................................................238NOTES...............................................................................258

Chapter One

If you don't know where you are going, any road will get you there. -Lewis Carroll, Alice in Wonderland

Planning involves everything that happens before a visitor reaches your site. It includes steps you take to get traffic to your site-the creation of the elements for your conversion process and the storyboard of your site that guide visitors once they are there. It includes strategic marketing planning such as the development of your unique value proposition (UVP), your understanding of the marketplace and targeted customers, and your brand and brand positioning. Planning is about understanding your visitors and their values, so you can anticipate their knowledge levels, moods, and mindsets, and thereby meet their needs. The planning principles presented here will help you "get your act together" so you "know where you're going" before you invest costly resources. These planning principles yield exceptional results in terms of sales for your Web site and help maximize the return on your investments (ROI) of time, energy, and dollars.

AN INCREDIBLY CONDENSED HISTORY OF PERSUASION AND SALES

To maximize ROI on your Web site, you must have an organized persuasive purpose for your Web site-to get someone to subscribe, to register, to inquire, or to buy something. To better grasp the concept of persuasion and Web site sales, we should trace back through time and observe the evolution of sales. As we talk about various phases, be sure to notice how each step in the evolution of sales seems to make the purchase easier for the buyer and harder on the vendor. Each step seems to remove some of the friction buyers feel and makes the purchase process smoother for the buyer.

Depending on your religious persuasion, you may or may not believe that the first sale involved an apple-if not, sales of some sort is certainly the world's oldest profession even if it involved some form of inexact exchange in the form of barter. In ancient times, someone would have chickens, and someone else would have cows, and they would decide how many chickens were worth exchanging for a cow. Obviously, this system was inefficient for both parties-suppose one party actually wanted ducks rather...