The goal of most marketing is to get people to take action, or to convert. Here are some tips on how to craft your marketing messages to accomplish that goal.
Conversion Rate Optimization: Scent Trail or Primrose Path?
Conversion rate optimization is the practice of managing pay-per-click ads, landing pages, and websites to increase sales, leads, or other desired actions from visitors. The key to success comes in using techniques that lead visitors down an information “scent trail,” not unlike that of a hunting dog following the scent of its prey. If the scent is sufficiently strong, visitors will continue down the path. If it is weak, they will start over until they find what they’re looking…
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