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CALL TO ACTION: Secret Formulas to Improve Online Results [Paperback]

Bryan Eisenberg
2.8 out of 5 stars  See all reviews (6 customer reviews)
RRP: £17.64
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Product details

  • Paperback: 288 pages
  • Publisher: Thomas Nelson (23 Nov 2010)
  • Language: English
  • ISBN-10: 078521965X
  • ISBN-13: 978-0785219651
  • Product Dimensions: 17.8 x 1.8 x 22.9 cm
  • Average Customer Review: 2.8 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 185,084 in Books (See Top 100 in Books)

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Product Description


The most comprehensive book of its kind, "Call to Action" presents an overview of the principles and tactics of conversion rate marketing. "New York Times" best-selling authors Bryan and Jeffrey Eisenberg bring their years of experience to this step-by-step, how-to manual, based on their Persuasion Architecture and proven conversion rate optimisation techniques.

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Customer Reviews

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22 of 23 people found the following review helpful
3.0 out of 5 stars Lots of why but little how 30 Jun 2008
Format:Hardcover|Verified Purchase
The purpose of this book is to increase your conversion rate, in other words sales on your site using a multitude of different methods. It tries to cover all bases everything from usability issues, writing effective persuasive copy, web analytics, understanding your customers etc. It bashes on about the what's and the why's but often avoids the how's (especially on web analytics) which lets the book down.

If you're new to all this and want an overview then this might be the book you're looking for, the reason I say might is that the book is so repetitive that it could easily have been a third of the size and would still have covered everything it did, this is rather annoying as they could have spent more time digging deeper into topics than just fleeting over them and it made me feel a little cheated.

Don't get me wrong though, there is a lot of good stuff in here but it still falls short of an in depth study (which it promised to be) and does feel a little disjointed; it's a shame they wasted so many pages repeating themselves.

Oh and one last think you should be aware of would be acronym overload. These boys love their acronyms!
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111 of 122 people found the following review helpful
Why do website conversion rates remain at a gloomy 2-5 per cent?
"Call for Action" focuses on how we can improve the conversion rates. Not from a technical or academic or conceptual standpoint. Instead it takes a rare PRACTICAL and down-to-earth approach on how to improve conversion rates to improve sales and thus profits.
What is CONVERSION? Virtually all websites have a persuasive purpose; to get someone to subscribe, to register, to inquire or to buy something. And if all we get is 2-5 per cent conversion, we ought to review our website. Do we offer a product or service that could meet the needs of more than 2-5 per cent of the market? Can visitors find that, solution on the website? Do they understand our offer's value? Was it made at the right time? Are we sure they're coming back?
NAVIGATION is the biggest challenge websites face, the authors argue. The issues are: What to do with the traffic once it lands on the website? How to get visitors to take the first action and click deeper? And once there, how to induce visitors to click to the next step, and the next, and the next?
The fundamental idea is that a PERSUASIVE ARCHITECTURE links a visitor's buying experience to our company's sales process. It bridges the buy/sell process in a measurable way. If you can influence visitor behaviour and empathize with visitor motivations, you can influence results to provide a better experience and more frequent, effective conversions.
The book is filled with illustrative screen dumps of websites (before and after a change). This is a great benefit of such a how-to field book on e-commerce improvements. In my opinion, most e-commerce sites can recover the book's cost price in a few days just by following one or two of the practical suggestions in the many diverse case studies.
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3 of 3 people found the following review helpful
4.0 out of 5 stars Definitely not a waste of money. 23 Jan 2009
I think calling this book a waste of money is harsh. I do agree that the first review is definitely biased and probably written by the publisher, but even though I found the authors a little bit arrogant and pretentious there is a lot of useful content in the book and it's certainly a "must read" if you're new to these concepts...
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