Overview

This text shows ecommerce professionals how to harness the power of the written word to differentiate their businesses, build closer relationships with their customers and close more sales. It combines conceptual discussion in which the author makes the case for this approach to ecommerce with a part that works as a practical guide to implementing the author's advice and suggestions so businesses can see an immediate impact. Businesses must move beyond just attracting customers to their site, but actually drive sales on their site. Brochure-wear is over. Compared to offline content, online content must be personal, targeted, concise (you don't want your customer's to scroll for hours!), and placed correctly so that the customer can purchase the product/service easily. Persuasion and a drive to action are necessary to move visitors from homepage to the next level, and to keep driving them until the sale is closed. This book shows readers how to build a site that is founded on the persuasive power of words. It changes how words are organized as well as how they are written. It affects design, site architecture, and usability - which are essential elements to success in ecommerce. This book speaks to the unique relationship between text and the online environment. The Internet began as a text-only medium and is ideally suited to leveraging the power and momentum of the written word. There is no book that looks head-on at the role of words in driving users through a commercial site and closing them with the sale of a service, product or subscription. Ultimately, this is a manifesto that argues strongly for investment in words and for an investment in getting the focus back on business, and not on technology.

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9780071380393

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McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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