Call to Action | Bryan Eisenberg

Summary of: Call to Action: Secret Formulas to Improve Online Results
By: Bryan Eisenberg


Dive into the world of online marketing with Bryan Eisenberg’s ‘Call to Action: Secret Formulas to Improve Online Results’, which emphasizes the importance of understanding and optimizing your website’s conversion rate (CR). This summary unveils valuable insights into strategies for increasing CR, like focusing on micro actions that lead to macro decisions and understanding the needs of your customers. The book also explores persuasive website design, effective communication, and customer-centric approaches to boost website performance.

Secrets to a Successful Website

Your ability to persuade visitors is your Conversion Rate (CR). The CR is a percentage of visitors who act in response to your website. Marketers would benefit from calculating their CR to fully understand their website. The higher the CR, the more successful the website is. This figure can be compared against the industry average. You should entice visitors with persuasive “micro-actions” that lead to the macro action of buying, subscribing or requesting more information. By doing so, visitors won’t leave your sales process before the sale goes through. Increasing your CR leads to higher sales and retention, as well as decreased customer acquisition costs. To improve CR, focus on planning, structuring, communicating, momentum, and optimizing.

Boost Your Online Revenue

Consumers prioritize value over price when making purchasing decisions. The challenge for businesses is to communicate this value proposition through their websites. To improve online revenue, focus first on strengthening your website’s conversion rate (CR), then its merchandising and traffic. Don’t settle for the average CR of 2.6%. Instead, strive to convert all your prospects by following these eight principles:

Avoid accidental marketing – First, identify a consumer need, then develop a product idea. Know who your customers are and what value your product brings them.

Get the winning edge – Pay close attention to every aspect of your website and work continuously to increase its conversion rate.

Understand your customers – Design an online experience that allows you to build relationships with your website’s visitors.

Don’t frustrate your customers – Simplify the buying process and treat customers as new internet users, not techno-geniuses.

Shun assumptions that kill sales – Don’t assume every visitor is a potential customer, and don’t expect to sell anything just because people are visiting your website.

Put customer service where it counts – Post a toll-free number and other help tools in an easy-to-find location on your website. Simplify website navigation and the purchasing process.

Emphasize conversion – Consider more than 1,100 factors that influence conversion, from font size and color to your unique value proposition.

Recheck the basics – Clearly communicate your unique value proposition and optimize your website’s points of action. Test your website to ensure it delivers a superior customer experience.

Remember that customers take a journey to reach their purchasing decision, and not everyone is ready to buy right away. By focusing on these principles, businesses can effectively communicate their value proposition and boost their online revenue.

Designing a High-Impact Website

Creating a quality website design involves two essential elements: information architecture and persuasion architecture. Information architecture deals with organizing data, while persuasion architecture makes the buying and selling process more enticing. The six steps to developing a persuasive architecture include uncovery, wireframing, storyboarding, prototyping, development, and optimization. During uncovery, identify the target audience and company objectives and research critical keywords. Wireframing is a page-by-page representation of every click-through possibility that allows for inexpensive structural changes before programming. Storyboarding is all about refining wireframe details with copy and layout. In prototyping, a website prototype that will be similar to the final product is created, checked, and approved. Development is the coding phase, which significantly depends on the planning stage. Finally, optimization requires continuous improvements through web analytics. Good website design should involve attractive use of headlines, embedded links, bulleted items, short text blocks, and maximum scannability and skimmability.

Engage website visitors effectively

Engage website visitors effectively by using relevant text, powerful graphics, and action verbs. To motivate people to buy your products, write in “international English,” keep content simple, and avoid in-site search engines, which can be a “visitor exit point.” Carefully select images that optimize the buying experience and convey features, benefits, and values. The sales process is about moving prospects to close and retention. Engage readers’ senses and be specific in all communications.

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