Special Offer until May 1: If you purchase one copy at the $13.95 cover price we will send you three copies to share with colleagues and friends. We will even pay the cost of shipping. This is a limited offer and expires on May 1, 2005. Order your copies today.
Call to Action presents an overview of the principles and tactics of conversion rate marketing as developed and practiced by Bryan and Jeffrey Eisenberg, founders of Future Now, Inc. Since the company’s inception in 1998, Future Now, Inc. has pioneered the science and art of online conversion, focusing exclusively on helping clients persuade and convert their traffic into leads, customers and sales based on Persuasion Architecture and proven conversion rate optimization techniques. Within these pages, Bryan and Jeffrey walk you through the five phases that comprise web site development, from the critical planning phase, through developing structure, momentum and communication, to articulating value. Along the way, they offer advice and practical applications culled from their years of experience “in the trenches.” You will learn about persona-based design and persuasion scenarios, how to choose and evaluate key performance indicators, how to distinguish copy that will earn its keep.
Call to Action will help you understand the roles of usability, information architecture and search engine optimization in the context of conversion rate marketing. Bryan and Jeffrey also bring you the voices of specialists in the industry, offering strategies and tips from those who successfully have turned principle into practice. The most comprehensive book of its kind, Call to Action is both a step-by-step, how-to manual and a treatise on the true nature of conversion.