On Your Website, Give Your Customers a Choice Between Yes, and Yes

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option on a page. Replacing that choice with another

Instead of giving your potential customers a choice between yes and no, have your website give a choice between yes and yes - and your sales will soar.

Bryan and Jeffrey Eisenberg's new book, "Call to Action," which is romping up the bestsellers lists, says that websites have a unique ability to frame a yes, yes choice, and that doing so can have surprising results.

"By trial and error," says Bryan Eisenberg, "we found that our clients’ sales dramatically improved when we disposed of a "no" option on a page. Replacing that choice with another "yes" option almost always improves conversion rates."

What's even more exciting, according to the Eisenberg's, is the fact that given the choice between two yes options, customers in many situations choose the higher priced option.

The fact is," says Jeffrey Eisenberg. "your customers very often knows exactly what they're looking for. They’re looking for value for themselves, and that is very often in a higher-priced, yes option."

But according to the Eisenberg's, too much choice can be a bad thing, and too many "yes" options can run your customers screaming from your site.

"A yes-yes-yes option is probably one yes too many," says Bryan Eisenberg. "Remember, a choice connotes two things, and more options than that can be confusing and counterproductive."

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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