This is true in
your store, working with a customer over the phone or on your web site.
This makes it
absolutely critical that your web site design encourages action. The
action can be as simple as clicking a button or as complex as
completing an online order.
The goal of each web page design must be to provide the
necessary incentives to entice the site visitor to take action.
This should be the major goal of your website development
and your web designer.
You can have the most beautiful site on the web, the greatest
products, the best service and unbeatable prices but if you
cannot entice the visitor to take some action it is all wasted
effort.
We understand the need for visitor action. In fact we wrote the book on "Creating
a Transaction Threshold". A Transaction Threshold
is the point where the incentives for completing an action are
greater than the requirements of the site visitor. A transaction
threshold is reached each time an action occurs.
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Unfortunately, for most web site designs, the preferred
action is hitting the back button. It is imperative to create
web page designs that clearly define their purpose AND the
preferred action.
The design and content of each web page should focus on enticing the
visitor to take the appropriate action that will meet the defined purpose of the
page.
We use our
understanding of creating and tracking actions to help define:
-
the actions
your site should encourage
-
the incentives
necessary to create the action
-
the measures
for tracking the effectiveness of our work.
If you would like to learn more about Transactional Threshold
see our information article by joining
our monthly newsletter.
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Reaching the Transaction Threshold