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Call to Action
By: Bryan EisenbergeBook Publisher: HarperCollins
Imprint: Thomas Nelson
Format: ePub Encrypted (DRM)
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Call to Action includes the information businesses need to know to achieve dramatic results from online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this book is your call to action.
Within these pages, New York Times best-selling authors Bryan and Jeffrey Eisenberg 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 "in the trenches."
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| Title of Business & Economics eBook: Call to Action | |
| Release Date: 10-31-2006 | |
| Publisher: Thomas Nelson |
This eBook download is available in the following formats:
| Parent title | Call to Action |
|---|---|
| Encrypted (DRM) | Yes |
| SKU | 9781418566630 |
| File size | 3374 |
| Security | n/a |
| Printing | Not allowed |
| Copying | Not allowed |
| Read aloud | No Sys requirements Download reader |
| Devices | Samsung Tablet, Apple Ipad & Iphone, Barnes & Noble Nook, Kobo eReader, Aluratek Libre, Iliad, Nokia, Blackberry, Hanlin |
| Note | Excellent navigation features are available via Adobe such as bookmarks and a quick access table of contents. Text search is easily accessible. An Adobe DRM-protected file is different than a pdf file in that it uses Adobe DRM (Digital Rights Management) technology, which authors and publishers use to protect their content from illegal online distribution and to set certain privileges such as restrictions on copying and printing. |
Call to Action
Chapter One
PLANNINGIf you don't know where you are going, any road will get you there. -Lewis Carroll, Alice in Wonderland
Planning involves everything that happens before a visitor reaches your site. It includes steps you take to get traffic to your site-the creation of the elements for your conversion process and the storyboard of your site that guide visitors once they are there. It includes strategic marketing planning such as the development of your unique value proposition (UVP), your understanding of the marketplace and targeted customers, and your brand and brand positioning. Planning is about understanding your visitors and their values, so you can anticipate their knowledge levels, moods, and mindsets, and thereby meet their needs. The planning principles presented here will help you "get your act together" so you "know where you're going" before you invest costly resources. These planning principles yield exceptional results in terms of sales for your Web site and help maximize the return on your investments (ROI) of time, energy, and dollars.
AN INCREDIBLY CONDENSED HISTORY OF PERSUASION AND SALES
To maximize ROI on your Web site, you must have an organized persuasive purpose for your Web site-to get someone to subscribe, to register, to inquire, or to buy something. To better grasp the concept of persuasion and Web site sales, we should trace back through time and observe the evolution of sales. As we talk about various phases, be
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