2. Individual description: Prospects will find themselves on a singular page that
describes in no uncertain detail all of the salient selling points of the product or
service. This page guides them toward the final stage of the selling path: the sales
process.
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3. Acquisition: After readers consume everything about the product or service that
catches their eye, they will effortlessly find themselves on a page that (politely) asks
them to finish what they started, either by making a purchase or becoming a qualified
lead by making contact with the company.
In Chapter 4, we explored the concept of goal conversion. The selling path is the second
half of this; it captures a user??™s attention midway through the conversion process and acts
as the catalyst for achieving the goal (see Figure 7-2). Because of this, this three-step selling
path should be nearly thoughtless for the user??”they should find themselves moving
down the conversion funnel with about as much resistance as a greased bowling ball
encounters rolling across ice.
Streamlining this process is not as easy as it sounds.
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