Conversations on Website Conversion discussion

Chapter 14 explores different stages in the process of buying.

Not every potential customer who visits your site will be on the verge of making a purchase. Some will be comparison shopping, some will be browsing, and others will have found your website while searching for something else.

You need to provide answers to the questions each type of shopper is asking, and you need to put them where they can easily be found. If, for instance, I am browsing through camcorders on your site, and I suddenly wonder whether a particular model has a warranty, how difficult is it for me to find that information?

You can encourage shoppers to continue browsing by answering their questions at the point of action rather than making them dig.

As an email marketer this is the point that takes the most control. We've finally gotten them to the buying point - we really want to push. As this chapter states, this is the last thing you should do. Continue with the scent "from the visitors' initial touch point with your brand." Put them at the point of action.

Am betting it is no mistake that point of action is singular here. Again, we have to resist the desire to push.