How Sweating the Small Stuff Pays Off on the Web
New Book Says Small Tweaks Lead to Higher Sales
New York, NY (PRWEB) June 1, 2005 -- Are you aware of how many sales are
missed online, every single day, because small but extremely important details
are overlooked on websites?
That doesn't have to happen. In a bestselling
new book, "Call To Action," Bryan and Jeffrey Eisenberg explain that the little things do
matter online. The brothers then outline some easy-to-implement changes that web
owners can use to improve their websites—as well as their conversion
rates.
"One thing that's often overlooked is photograph quality," says Jeffrey Eisenberg. "I'm always amazed at how bad some product
pictures look online. It's those grainy shots from the manufacturer, rather than
a photo that will appeal to the eye and create desire for the product. Big
mistake."
Website owners should instead use beautiful photos of their
products, preferably with some human element involved. To increase conversion
rate even more, they can zoom in on the product, rotate the product, or even use
3-D imaging.
Like photos, product captions don't always get the
attention they deserve online. Captions need to evoke emotions. It's often the
only way a web visitor can get a "feel" for the item.
"One of my
favorite websites is Landsends.com because they do this so well," says Jeffrey Eisenberg. "The caption for their men's cotton polo
shirt reads 'This long-sleeve version is perfect for chillier days and cool
summer nights.' You can imagine yourself wearing it, just from the
caption."
Bryan Eisenberg and Jeffrey
Eisenberg are co-founders of Future Now, Inc., a
marketing boutique focused on helping clients convert their website's traffic
into leads, customers and sales by applying Persuasion Architecture,
copywriting, usability and web analytics to design, redesign and optimize
websites and other online marketing efforts. Future Now, Inc. has helped
clients such as Dell, GE Volvo, Overstock & Disney.
Contact:
Bryan
Eisenberg or Jeffrey Eisenberg
http://www.futurenowinc.com
877-643-7244
http://www.calltoactionbook.com/
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Source : http://www.prweb.com/releases/2005/6/prweb242643.htm