Are You Distracting Your Website Visitors?
New York, NY (PRWEB) May 24, 2005 -- When you're trying to make sales from a
website, the fewer distractions, the better. Unfortunately, most website owners
don't realize this.
Bryan and Jeffrey
Eisenberg, in their new book "Call To Action," explain that website sales
can be lost, simply because the customer's attention was drawn away from taking
action now. The co-authors describe these costly distractions—and what website
owners should do instead.
Here's just one example: when the creative used
in the advertising that leads to the website is not the same as the creative
used on the website itself. It's less confusing for customers to see the same
headline and, if possible, the same colors when moving down the intended sales
path.
"I'm also amazed at how much stuff people jam on their
websites...stuff that gets in the way of the selling process," says Bryan Eisenberg. "You're just asking for the customer to be
distracted. Instead, you should strip away everything that doesn't contribute
directly to converting the customer."
This includes some of the sacred
cows of "good" websites like site navigation, company bios, and other offers for
products or services. Eisenberg adds that there are plenty of opportunities to
cross-sell or up-sell later, but if you don’t make the first sale, you’re
shooting yourself in the foot.
Finally, customers get distracted by long
forms, especially ones that ask for too much information. They don't like to
type. They don't like pull-down menus. They get suspicious when you ask for
their e-mail, their age or their income.
Bryan Eisenberg and Jeffrey
Eisenberg are co-founders of Future Now, Inc., a
marketing boutique focused on helping clients convert their website's traffic
into leads, customers and sales by applying Persuasion Architecture,
copywriting, usability and web analytics to design, redesign and optimize
websites and other online marketing efforts. Future Now, Inc. has helped
clients such as Dell, GE Volvo, Overstock & Disney.
Contact:
Bryan
Eisenberg or Jeffrey Eisenberg
http://www.futurenowinc.com
877-643-7244
http://www.calltoactionbook.com/
###
Source : http://www.prweb.com/releases/2005/5/prweb242610.htm