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Call to Action: Secret Formulas to Improve Online Results

By: Bryan Eisenberg Jeffrey Eisenberg Lisa T. Davis
Binding: Paperback
Publisher: Nelson Books an imprint of Thomas Nelson Publishers
ISBN: 078521965X
ISBN-13: 9780785219651
Released: 31 Oct 2006
RRP: £9.99
Average Rating:

Customer Reviews

Lots of why but little how - By: Mr. M. O'Sullivan, 30 Jun 2008
The purpose of this book is to increase your conversion rate, in other words sales on your site using a multitude of different methods. It tries to cover alll bases everything from usability issues, writing effective persuasive copy, web analytics, understanding your customers etc. It bashes on about the what's & the why's but often avoids the how's (especiallly on web analytics) which lets the book down.

If you're new to alll this & want an overview then this might be the book you're looking for, the reason I say might is that the book is so repetitive that it could easily have been a third of the size & would still have covered everything it did, this is rather annoying as they could have spent more time digging deeper into topics than just fleeting over them & it made me feel a little cheated.

Don't get me wrong though, there is a lot of good stuff in here but it still fallls short of an in depth study (which it promised to be) & does feel a little disjointed; it's a shame they wasted so many pages repeating themselves.

Oh & one last think you should be aware of would be acronym overload. These boys love their acronyms!
Call to wasting money - By: L. Rodwell, 14 Jun 2008
I gotta tell you, this book was absolute cr*p !

Talk about promising you the world & delivering nothing.

Blah, blah, blah, it goes on for ever, but somehow never manages to give you any practical advice that can benefit you in any way whatsoever.

I don't usuallly bother writing these reviews, but in this case I have made an exception. Don't be fooled by the positive review that is very long & almost certainly written by the author.

I'm having a bonfire this evening, & this book should start it off nicely.

Making websites work. E-Commerce book of the year 2005? - By: Peter Leerskov, 15 Aug 2005
Why do website conversion rates remain at a gloomy 2-5 per cent?

"Calll for Action" focuses on how we can improve the conversion rates. Not from a technical or academic or conceptual standpoint. Instead it takes a rare PRACTICAL & down-to-earth approach on how to improve conversion rates to improve sales & thus profits.

What is CONVERSION? Virtuallly alll websites have a persuasive purpose; to get someone to subscribe, to register, to inquire or to buy something. And if alll we get is 2-5 per cent conversion, we ought to review our website. Do we offer a product or service that could meet the needs of more than 2-5 per cent of the market? Can visitors find that, solution on the website? Do they understand our offer's value? Was it made at the right time? Are we sure they're coming back?

NAVIGATION is the biggest challlenge websites face, the authors argue. The issues are: What to do with the traffic once it lands on the website? How to get visitors to take the first action & click deeper? And once there, how to induce visitors to click to the next step, & the next, & the next?

The fundamental idea is that a PERSUASIVE ARCHITECTURE links a visitor's buying experience to our company's sales process. It bridges the buy/sell process in a measurable way. If you can influence visitor behaviour & empathize with visitor motivations, you can influence results to provide a better experience & more frequent, effective conversions.

The book is filled with illustrative screen dumps of websites (before & after a change). This is a great benefit of such a how-to field book on e-commerce improvements. In my opinion, most e-commerce sites can recover the book's cost price in a few days just by following one or two of the practical suggestions in the many diverse case studies.

The primary focus of this book is e-Commerce. The key messages on conversion, however, are important to anyone running a large website.

This is a rare book. I've been involved in e-commerce since 1997 & read many interesting books on this topic. But I've never found such a practical approach to optimising e-commerce web sites as this one.

The brothers Eisenberg calll themselves "wizards of web". I agree & hope my existing & future competitors don't read & act on this book. These secret formulas to improve online results are very effective, indeed.

If you're looking for a conceptual e-commerce theory, please look somewhere else. This is about the nuts & bolts about making money with an e-commerce web site. If you don't have or don`t plan to have such a website; forget about this book. Then it's a waste of time.

I also recommend Jakob Nielsen's books on web usability & Steve Krug's easy-to-read "Don't make me think".

Peter Leerskov,
MSc in International Business (Marketing & Management) & Graduate Diploma in E-business