How Sweating the Small Stuff Pays Off on the Web

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New Book Says Small Tweaks Lead to Higher Sales

One of my favorite websites is because they do this so well

Are you aware of how many sales are missed online, every single day, because small but extremely important details are overlooked on websites?

That doesn't have to happen. In a bestselling new book, "Call To Action," Bryan and Jeffrey Eisenberg explain that the little things do matter online. The brothers then outline some easy-to-implement changes that web owners can use to improve their websites—as well as their conversion rates.

"One thing that's often overlooked is photograph quality," says Jeffrey Eisenberg. "I'm always amazed at how bad some product pictures look online. It's those grainy shots from the manufacturer, rather than a photo that will appeal to the eye and create desire for the product. Big mistake."

Website owners should instead use beautiful photos of their products, preferably with some human element involved. To increase conversion rate even more, they can zoom in on the product, rotate the product, or even use 3-D imaging.

Like photos, product captions don't always get the attention they deserve online. Captions need to evoke emotions. It's often the only way a web visitor can get a "feel" for the item.

"One of my favorite websites is because they do this so well," says Jeffrey Eisenberg. "The caption for their men's cotton polo shirt reads 'This long-sleeve version is perfect for chillier days and cool summer nights.' You can imagine yourself wearing it, just from the caption."

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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