Conversations on Website Conversion discussion
Always Be Testing
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Chapters 32-35
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It seems as though looking at a competitors call to action verbiage would help me look at my own. "Why would they put that there?" "Learn more - what more is there to learn about a set of graphite pencils that isn't already on the product page?"KISS, or keeping it simple, is the answer for me when addressing the persona in the correct order.
Do you view it as “filler� or do you use it to help you make a sale by catering to the needs and desires of various types of site visitors?
Successful websites test even the smallest elements of each web page to ensure that they utilize the most effective presentation techniques. As you consider your calls to action and their point-of-action assurances, what changes could you make to encourage your customers to take that next step?
As you read your content, how could you alter the copywriting style to answer the unasked questions brought to the table by each of the four customer persona types?
The answers to these questions will determine whether your site communicates confidence and desirability to your customers by relating to the way they buy or whether it confuses them, ultimately driving them into the arms of your competitors.