Call to Action

I just finished reading Call To Action secret formulas to improve online results written by Bryan Eisenberg and Jeffrey Eisenberg.

This is an excellent book that goes into aspects of usability and business together. Some of the chapters also talk about sales and marketing.

I have created another cheat sheet which is more from of a perspective of being a web analyst. All the work listed in the spreadsheet are the ideas from the book. I also wanted to mention that my cheat sheet is list of few useful questions and notes, but the book has lots of tips which I havent included in my cheat sheet because they would be more from a Usability engineer perspective or a person in a position who can make the business decision to make the change. So I highly recommend reading the book if you are a small medium business and can make changes to your website after discussions with a small group of business owners and developers.

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Here is the link to the cheat sheet:
Call To Action Cheat Sheet
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Here are the questions that I have about the website I work on after reading this book:
Improving Conversion:Who are the owners of metrics and KPIs and what actions are they responsible for?
Improving Conversion:Did you survey the high abandonement but conversion hungry pages?
Improving Conversion:Did you consider rephrasing some of the content to drive urgency? "Limited Time Offer!"
Improving Conversion:Did you provide pointers to get complete information?
Improving Conversion:Do you present the information on your web-pages in a consistent fashion?
Improving Conversion:Whats most relevant to the customer?
Improving Conversion:What to do with the traffic once it lands on the website?
Improving Conversion:How to get the visitor to take the first action and click deeper?
Improving Conversion:How to induce visitors to click to the next step and the next?
Formulating Segment/Control Group:Who needs to be persuaded? When you know whom you need to persuade, you can create personas that allow you to design meaningful navigation scenarios.
Formulating Segment/Control Group:What actions this person need to take? Not all actions will be direct functions of your sales process;many will be actions your personas need to take to satisfy their buying decision process
Formulating Segment/Control Group:How will you most effectively persuade that person? Knowing "who" and "what" helps you create persuasive copy and content
Critical factor - knowledge:How difficult is it for pospective buyers to understand the nature of your product or service, or the procedures for buying? What do they need to know?
Critical factor - Need:How urgent is the need for your product or service? How fast are prospects likely to make their decisions to buy?
Critical factor - Need:Will the need be satisfied by one-time purchase or is the need on-going?
Critical factor - Risk:How risky, especially with respect to issues of finance, is the sale?
Critical factor - Con census:Just how many people do you have to pursuade? An inidvidual or a group?
Advertsing inkling:What will people perceive as valuable enough to pay for?
Advertsing inkling:Why can you provide it better than the competition?
For small phrases below google ads:Who are your customers?
For small phrases below google ads:What do they really need?
For small phrases below google ads:What benefits (no features) of your product or service satisfy the real needs of your customers?
For small phrases below google ads:What about your product or services is unique, and how can you answer the customers question: "Why should I buy from you?"
For small phrases below google ads:What other options does a customer have to buying your product or service (including doing nothing at all)? Are they better options or worse?
For small phrases below google ads:How does a s customer make a decision to buy products or services like yours?
For small phrases below google ads:What does your customer need to know before he or she will buy from you?
For small phrases below google ads:How does your customer perceive not only your product, but also your company compared to your competition?
For small phrases below google ads:What is the process a customer goes through before buying your products or services?
For small phrases below google ads:What is the value of your product or service to the client?
For small phrases below google ads:What would a customer say if a colleage asked him or her to recommed your product or service?
Improving Conversion:What is the Pop-up count on your website?
Improving Conversion:Do you display the contact center number and other self service help options prominently?
Page Design:Is the look and feel professional?
Page Design:Is the navigation obvious, simple and consistent through the website?
Page Design:Is your USP clearly stated and strong?
Page Design:Is your information architecture constructed from the visitor's point of view?
Page Design:Does your navigation anticipate and clearly support all resonable path choices?
Page Design:Does the layout reflect knowledge of eye-scanning patterns and "sweet spots"?
Page Design:Does the choice of page elements reflect knowledge of how visitors use text versus graphics online as opposed to in print?
Page Design:Are the graphics and the text appropriate and well-chosen/written?
Page Design:Does the page reflect principles of good usability?
Page Design:Does the page utilize expert sales principles that encourage a buying decision?
Page Design:Does the page utilize knowledge about consumer psychology and the different personality types?
Page Design:Does the page make use of knowledge about online buying behaviour?
Page Design:Does the page inspire trust and build rapport?
Page Design:Is your contact information easy to find?
Page Design:Is help available? Is it user centric?
Page Design:How many help channels do you provide?
Page Design:Are the smallest details, such as fonts and colors, chosen with an understanding and knowledge of what maximizes sales?
Page Design:Does the page delight visitors and inspire them to go deeper into the website? Does it actually guide them in doing so?
Page Design:Can your visitors resize pages and adjust their screen resolutions without distorting the content?
Page Design:They can chose how large or small text appears on their screen, is your content strutured to accommodate this?
Page Design:They can decide wheter or not they want to display pictures, is your content telling the complete story without pictures?
Page Design:They can choose wheter or not they want to see color, is your content optimized for monochrome?
Page Design:They can see your content on variety of devices, is your content optimized for that?
Page Design:How do you ask your visitors to read your content Skim or Scan?
Search Keywords Keywords equate directly to the customers need. Do you know what that need is and how does your product fulfill that need?
Email Campaign:What actions do prospective customers need to take that will lead to them buying decisions?
Email Campaign:Who has to be persuaded to take actions?
Email Campaign:How do we persuade them to take action?