If you’re using paid search, email or display advertising to drive traffic, leads or transactions—you need to learn the art & science of Honest Seduction. The most effective online marketers give their organizations huge competitive advantages—5-30x according to research. They do it by moving their focus one step lower in the funnel. They do it by coming to the realization that the click is almost incidental. It’s what happens next that makes all the difference. This is the story of what happens next—told in a way to help you make it happen. Honest Seduction is an extended compilation of blog posts and articles from the people that coined the term post-click marketing. It is both strategic and tactical—providing you with executive and in-the-trenches guidance for achieving higher return on your marketing investments. Scott Brinker, Anna Talerico and Justin Talerico have been segmenting, qualifying and converting online marketing traffic for Fortune 500 clients since 1994.
Honest Seduction
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A trio of digital-marketing experts explains the huge gap between the number of people who visit websites in response to online campaigns and the number who become customers--and offers a well-tested approach to achieve better results.
Early Internet entrepreneurs counted "eyeballs" to determine whether their offerings were successful. Soon, however, online marketers realized that visitors viewing their banner ads and paid search listings were only part of the story--and a minor one at that. Then came the ascendance of "click throughs" as the benchmark for effective Internet marketing. More recently, however, digital marketing has moved beyond merely counting clicks on display ads or hyperlinks in e-mail campaigns. Today, marketers worry about converting those prospects into sales leads or actual customers. That's where post-click marketing comes in and where this informative how-to provides the answers. The authors, all veteran online marketing consultants, focus on methods for improving the dismal conversion rate--estimated at a paltry three percent--of people who click through to the average online marketer's landing page. Their core technique relies on selling paths or conversion paths, which are three- to five-page series of screens that attempt to guide more clickers to become buyers. The difference between a conversion path and a conventional landing page is that, unlike a typical landing page where a web surfer can go in almost any direction, the conversion path presents the visitor with a set of carefully selected options. By offering visitors quicker, simpler, cheaper--or even free--choices, the post-click marketer personalizes and improves the online-selling process. The book consists largely of previously written blog posts, articles and other documents the authors produced over the last decade. While the material could theoretically seem rehashed, the inclusion instead adds genuine-feeling context. This intriguing title is divided into short segments--improving readability--and includes visual aids. Novices and marketing pros will likely find the authors' approach convincing.
An efficient guide to improving the effectiveness of any online marketing effort. --Kirkus Discoveries, February 18, 2009
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Most Helpful Customer Reviews
12 of 15 people found the following review helpful:
1.0 out of 5 stars
Just Terrible,
By
This review is from: Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers (Paperback)
So I read some positive reviews about this book and got it.
My Review: This was one of the worst books I've ever picked up. Period. Why? 1. It's a collection of blog posts organized by category (e.g., chapter). 2. Each chapter essentially says the same thing in each post 3. They can't stop tooting their own horns in their blog posts (e.g., book) I just put my copy in the trash. Even though the book is pretty cheap - use the time you'd spend on this book somewhere else...
2 of 3 people found the following review helpful:
2.0 out of 5 stars
Some good tips but poor book,
By Ten Fam (San Francisco) - See all my reviews
Amazon Verified Purchase(What's this?)
This review is from: Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers (Paperback)
After reading all the positive reviews on this book I thought I found an undiscovered nugget. Too bad I was disappointed.
The book has absolutely no flow. It's a bunch of blog posts so there is no coherent structure and reading pieces of different authors thus writing style really makes this book a terrible read. There is some good information in this book. Too bad it's all just text. A lot of ideas and concepts could have been clarified with images instead of pages of text. After 5 chapters I had to lay down this book. I doubt I will finish this book just because it's not worth reading a bunch of blog posts. This book has promising ideas and great ideas, but the way it was presented is terrible.
1.0 out of 5 stars
All marketing and manifesto, no instruction manual.,
By
Amazon Verified Purchase(What's this?)
This review is from: Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers (Paperback)
I'm a big fan of the idea of conversion paths and Ion Interactive, the company created and run by the authors of this book. But I feel very much mislead by this booK. Weighing in at nearly 400 pages I thought i was going get a detailed and comprehensive explication of the concept of "Post-click marketing." What I got was a poorly organized and highly repetitive hodge-podge of old blog posts. This might be tolerable if there was at least some information but it is all short, snappy bullet points and buzz words lacking details, explanation and examples. Not useful. A waste of time.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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marketing engine, big disconnect, more landing pages, honest seduction, distinct landing pages, message mismatch, landing experiences, new landing pages, landing page optimization, ion interactive, conversion paths, search marketers, different landing pages, segmentation choice, page ratio, segmentation page, click marketing, behavioral segmentation, generating clicks, multivariate testing, search marketing, behavioral targeting, best respondents, marketing paths, early segmentation Key Phrases - Capitalized Phrases (CAPs): (learn more)
Long Tail, Justin Talerico, Google Quality Score, Human Quality Score, Search Marketing Maturity Model, Landing Page Ratio, San Francisco, Ask Jeeves, San Jose, New York, Seth Godin, The Industry Standard, Landing Path, Conversion Quality Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
marketing engine, big disconnect, more landing pages, honest seduction, distinct landing pages, message mismatch, landing experiences, new landing pages, landing page optimization, ion interactive, conversion paths, search marketers, different landing pages, segmentation choice, page ratio, segmentation page, click marketing, behavioral segmentation, generating clicks, multivariate testing, search marketing, behavioral targeting, best respondents, marketing paths, early segmentation Key Phrases - Capitalized Phrases (CAPs): (learn more)
Long Tail, Justin Talerico, Google Quality Score, Human Quality Score, Search Marketing Maturity Model, Landing Page Ratio, San Francisco, Ask Jeeves, San Jose, New York, Seth Godin, The Industry Standard, Landing Path, Conversion Quality Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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