Convert!: Designing Web Sites to Increase Traffic and Conversion

multiple Step 2 entry points.

In marketing and design, just as in science, previous theories exist that describe how things should work. It is foolish to ignore the lessons of the past

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give them nudges, reminding them of more positive benefits, assuring them their doubts have been resolved, and creating urgency

identify the steps that demonstrate the greatest opportunity for improvement.

assume that everyone who visits every page is in the latter category—the “maybe” group, and write just for them.

Make detailed information available for people who need it, but don’t make anyone have to read it.

capture the real questions of real people in their own words.

start building inbound links.