12. 1. Do you want your visitors to:
a) Buy
b) Contact You
c) Read Information on Your Site
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13. 2. Most of your visitors come from:
a) Your Advertising
b) Word of Mouth
c) Your Sales Team
d) Repeat Visits
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14. 3. The most valuable content on your site is:
a) About your company
b) About your products
c) About solving a set of problems for the visitor
d) Contributed by users of your site
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15. 4. When people think about what you offer:
a) They can take immediate action
b) They need to evaluate what you offer before they can do anything with you
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16. 5. The product or service you sell is:
a) Delivered and consumed separate from your Web site
b) Delivered and consumed on your Web site
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18. I. Brochure/Sales Support Site
1. Visitor Action: Contact Us
2. Source of Visitors: Referral/Network
3. Content: About company, product or industry
4. Purchase Cycle: Considered/Competitive
5. Product: Independent of Web Site
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19. II. Information Portal/Association/Thought Leadership
1. Visitor Action: Contact us
2. Source of Visitors: Word of Mouth, Advertising, Repeat
3. Content: Solving a set of problems
4. Purchase Cycle: Considered/Competitive
5. Product: Independent of Web Site
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20. Consumer/eCommerce
1. Visitor Action: Purchase
2. Source of Visitors: Advertising, Repeat
3. Content: Solving Specific Problem
4. Purchase Cycle: Spontaneous/Short
5. Product: Independent of Web Site
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21. IV. Considered Purchase
1. Visitor Action: Contact us
2. Source of Visitors: Advertising, WOM, Referral
3. Content: Solving Specific Problem
4. Purchase Cycle: Considered/Competitive
5. Product: Independent of Web Site
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23. V. Site as a Service
Includes Social Network, Forums
1. Visitor Action: Buy
2. Source of Visitors: Advertising, WOM
3. Content: Solving Specific Problem
4. Purchase Cycle: Spontaneous/Short
5. Product: Web Site is the Product
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28. You’re landing page title should be substantially identical to the offer that brought them to
the page.
Always show a picture of the product.
•What if it’s a service?
•Show someone “using” the service.
•Show an employee helping a customer.
•Avoid stock photos.
Don’t ask for more on a lead generation form than is necessary, but don’t be afraid to ask
for any pertinent information.
•Always ask for permission to send more information with a check box
•Always ask for permission to send more information with a check box.
Use testimonials to support the “buy” action (which may simply be filling out a form).
How much space you allocate to who YOU are is dependent on the amount of trust they
p
need to complete the transaction.
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