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Call to Action: Secret Formulas to Improve Online Results Paperback – October 31, 2006


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Call to Action: Secret Formulas to Improve Online Results + Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing + Always Be Testing: The Complete Guide to Google Website Optimizer
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Product Details

  • Paperback: 288 pages
  • Publisher: Thomas Nelson (October 31, 2006)
  • Language: English
  • ISBN-10: 078521965X
  • ISBN-13: 978-0785219651
  • Product Dimensions: 9.1 x 6.9 x 0.8 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (45 customer reviews)
  • Amazon Best Sellers Rank: #654,450 in Books (See Top 100 in Books)

Editorial Reviews

Review

Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2. -- Patrick Byrne CEO, Overstock.com

Steve Krug nailed Web marketing philosophy in Don’t Make Me Think. Now it’s time to get practical. -- Jim Sterne, Author

The Eisenbergs will forever be remembered as the breakthrough pioneers of internet marketing. I guarantee it. -- Roy H. Williams, Author --This text refers to an out of print or unavailable edition of this title.

About the Author

Bryan Eisenberg is an inventor of Persuasion Architecture (patent pending) and cofounder of Future Now, Inc., based in New York City.



Jeffrey Eisenberg is an inventor of Persuasion Architecture (patent pending) and cofounder of Future Now, a consulting firm focused on helping clients persuade and convert their Web site's traffic into leads, customers, and sales.



Lisa T. Davis is a partner and Director of Content for Future Now.

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Customer Reviews

I have already read half of it, and it already woth what I have paid.
Antonio C. P. Amorim
And even though a consider myself to be an experienced website-maker, I have learned a great deal from reading it.
M. Overweg
There didn't seem to be any one coherent point that the book was making, no glue that held it all together.
A reader.

Most Helpful Customer Reviews

88 of 94 people found the following review helpful By Peter Leerskov on May 20, 2005
Format: Hardcover
Why do website conversion rates remain at a gloomy 2-5 per cent?

"Call for Action" focuses on how we can improve the conversion rates. Not from a technical or academic or conceptual standpoint. Instead it takes a rare PRACTICAL and down-to-earth approach on how to improve conversion rates to improve sales and thus profits.

What is CONVERSION? Virtually all websites have a persuasive purpose; to get someone to subscribe, to register, to inquire or to buy something. And if all we get is 2-5 per cent conversion, we ought to review our website. Do we offer a product or service that could meet the needs of more than 2-5 per cent of the market? Can visitors find that, solution on the website? Do they understand our offer's value? Was it made at the right time? Are we sure they're coming back?

NAVIGATION is the biggest challenge websites face, the authors argue. The issues are: What to do with the traffic once it lands on the website? How to get visitors to take the first action and click deeper? And once there, how to induce visitors to click to the next step, and the next, and the next?

The fundamental idea is that a PERSUASIVE ARCHITECTURE links a visitor's buying experience to our company's sales process. It bridges the buy/sell process in a measurable way. If you can influence visitor behaviour and empathize with visitor motivations, you can influence results to provide a better experience and more frequent, effective conversions.

The book is filled with illustrative screen dumps of websites (before and after a change). This is a great benefit of such a how-to field book on e-commerce improvements.
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88 of 96 people found the following review helpful By M. Dell on August 23, 2005
Format: Hardcover
Despite buying four copies of 'Call to Action' for my development team, reading it through twice and making copious notes - I can't recommend that you read it. It's not that it's bad - it's just not that good and I have to believe there are better books out there.

'Call to Action' describes itself as 'both a step-by-step, how-to manual and a treatise on the true nature of conversion'. In my opinion, it fails to deliver on either count.

There's no doubt the authors know what they're talking about but, ironically, in a book dedicated to the process of communication, they fail to communicate either a cohesive overview or a detailed 'how-to' of the subject.

There's a facade of structure and some whizzy acronyms like 'AIDAS' and 'MAP' but very little flesh is laid on those sketchy bones. The introduction identifies the main cause of the problem - the book started life as a collection of disparate web articles interspersed by 'top-tips' from marketers 'in the trenches'.

The articles themselves give the sense of having been shoe-horned into a structure simply for the sake of it. The 'top-tips', more often than not, are completely irrelevant to the theme of the article they're paired with. As a reader looking for greater understanding of the subject and some concrete next-steps, this discordant content yields as much confusion as clarity.

On top of this, the numerous typos, misquotes, repeated quotes and printing errors confirm that insufficient care has been taken in the preparation of this book. It hasn't even been professionally proof-read, let alone purposefully written.

So how come I purchased four copies?
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44 of 48 people found the following review helpful By Meryl K. Evans on June 6, 2005
Format: Hardcover
The main purpose of the book is to help businesses increase their conversion rates. Conversion, and there isn't a better word to describe it, means action that leads to the results you want. It could be increased product sales, more newsletter subscriptions, contacting the business, or more registered users. CALL FOR ACTION is about improving the rates of what you want users to do.

Many books covering Web design address usability and making it easier for the user. But no book that I know of shows how to get your users to take the action you want. A usable site doesn't guarantee action. CALL FOR ACTION moves beyond helping users find things easily and focuses on persuasion so your business can see an increase in its bottom line. Overstock.com experienced a five percent conversion increase by fixing one thing based on the authors' advice.

The categories that make up persuasion design include planning, structure, momentum, communication and value. The book begins with an overview of the entire process and then digs in to each category along with its perspectives, strategies, examples, and conversion tips from experts in search engine optimization, online marketing, and usability.

Researching and understanding the customers plays a vital role in this process. An example of this: you create a profile of three customers who have similar demographics, but come to the site for different reasons. After arriving on the Web site, these three customers go to a different part of the site. The challenge is to address the needs of all three on the landing page and then help them along to the next step through "scent of information" (leading the user to where he wants to go based on his persona).

You won't find theories in the book.
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