Because users cannot make a spontaneous buying decision, this supporting content
becomes all the more critical, which is why services pages can be long and saturated with
detail. Also, most companies will offer fewer services than products; managing a few hundred
products in an online catalog is relatively easy compared to the nightmare of managing
more than a dozen unique services. Clients will deliberate forever before purchasing a
service, and many of them will consume every word of supplemental text available.
Redefining the call to action
The lack of the shopping cart, which is the key ingredient to impulse buying, also forces a
company to consider their call to action more carefully. A call to action (also called a ???call
to forward??? in some circles) is a directive you provide the prospect??”it presents to them
the next step you would like them to take. They are most commonly found in pure advertising
such as e-mail marketing where you are trying to make a hard sell, such as ???Buy now
and save 20 percent off your purchase!???
For a shopping cart??“based site, calls to action are easy: add the products to your cart and
then buy them.
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