|
|
 |
Web Site Characteristics that Can Destroy Persuasive Momentum
If there is one place where you are most likely to destroy persuasive momentum, it is your web site.
A 2007 Digital Consumer Research Study by Avenue A | Razorfish of 475 consumers shows that over 75% of buyers use the web to research products and features.
If your marketing efforts are effectively directing prospects to your web site, your web site is helping them determine whether they engage with you or not. Take a look at your web visitor statistics. What portion of them are making it to an on-line purchase or a sales discussion with you?
Read a story about how web sites create persuasive momentum dead-ends.
Your web site carries the burden of acting as a sales agent. To build persuasive momentum, it must do the following:
- Create an environment of exploration and seamless flow
- Prove that your product can satisfy their needs better than the alternatives.
- Anticipate and answer most of a prospect's questions
- Acknowledge and address most of a prospect's concerns
- Help the prospect envision a positive experience of buying, owning and using your product
- Make it easy for the prospect to buy the product when they are ready
Your web site must do this with integrity and openness. The information presented must be:
- concise
- findable
- understandable
- written using a vernacular that the prospect is familiar with
|
|
|
|
|
