Why You Need to Keep Your Web Customers Moving

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Bestselling Book Charts Path to Sales

But letting them check the boxes makes it more likely that web visitors will act or transact.

In order to make a sale on a website, a website owner must keep the visitor saying "Yes" to the buying the product. It's the only way to make the sale.

In "Call To Action", a book just published, Bryan and Jeffrey Eisenberg describe this concept as "momentum". They offer 3 powerful tips for website owners—ones that they can use to propel their web visitors all the way to the order page.

The first tip outlined in the book is…stop pre-checking the checkboxes. If a website owner checks the boxes for his web visitors, he is taking away a major way that potential buyers show their commitment. They are putting them in a “no mindset” and making it more likely that they’ll opt-out.

"Website owners are afraid to make web visitors do the work," explains Bryan Eisenberg. "But letting them check the boxes makes it more likely that web visitors will act or transact."

The second tip is to avoid a "Register Here" link. This stops a web visitor dead in his tracks. Instead, tell the prospect exactly what they will get when they click a link (like a "Download Kit" or a "White Paper") and they will continue on.

The final tip is—once the web visitor arrives at the order form—remind them what the offer is again. Make sure the first sentence starts with the word "Yes" and provides a checkbox. Then describe all the benefits again with a checkbox next to each and the phrase, "I want to receive..."

"Few people are 100% committed when they get to the order form," says Bryan Eisenberg. "Each time they reread a benefit or check a checkbox, they are one step closer to filing out the form and pressing "submit".

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.


Bryan Eisenberg or Jeffrey Eisenberg




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