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'Call to Action': Principles and tactics of conversion rate marketing

On Target Media staff, press release, website

Singapore, May 23, 2005

A new book, Call To Action written by web gurus, Bryan & Jeffrey Eisenberg who are also co-founders of Future Now Inc., presents an 'overview of the principles and tactics of conversion rate marketing'. The book says that websites that are good at converting browsers into "buyers" are fast, short and compelling.

"Web users are often there expecting convenience and speed," explains Bryan Eisenberg. "If your website makes converting more difficult than expected, you can expect to lose that customer."

Some basic tips for marketers trying to optimize their website conversion rates:

1. Make it fast: conversion rates jump dramatically if your pages load faster than 8-10 seconds

2. Make it short: optimize your copy to give people what they want and then get out of the way

3. Make it compelling: give your customers something of value if they convert

According to the promoters of the book, "the authors walk you through the five phases that comprise web site development, from the critical planning phase, through developing structure, momentum and communication, to articulating value. Along the way, they offer advice and practical applications culled from their years of experience. You will learn about persona-based design and persuasion scenarios, how to choose and evaluate key performance indicators, how to distinguish copy that will earn its keep."

Call to Action, currently available on Amazon.com for US$11.16, also illustrates the roles of usability, information architecture and search engine optimization in the context of conversion rate marketing. In addition, the book also offers strategies and tips from those in the industry who have successfully turned principle into practice.

Buy Call to Action & other books on online copywriting and Internet Marketing today.

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