How to Build Websites that Sell: The Scientific Approach to Websites

The value proposition is usually a block of text (a headline, sub-headline and one paragraph of text) with a visual (photo, hero shot, graphics). There is no one right way to go about it, but I suggest you start with the following formula: Headline. What is the end-benefit you’re offering, in 1 short sentence. Can mention the product and/or the cus

anchoring and adjustment.

The key thing to remember is that you don’t need to be unique in the whole world, just in the customer’s mind. The closing of a sale takes place in a customer’s mind, not out in the marketplace among the competition.

What makes a good value proposition: Clarity! It’s easy to understand. It communicates the concrete results a customer will get from purchasing and using your products and/or services. It says how it’s different or better than the competitor’s offer. It avoids hype (like ‘never seen before amazing miracle product’), superlatives (‘best’) and busine

BJ Fogg’s mantra for effective website design is: put “hot triggers” in the path of motivated people. Don’t try to artificially create motivation, but instead tap an existing motivation people already have.

value proposition is a clear statement that explains how your product solves customers’ problems or improves their situation (relevancy), delivers specific benefits (quantified value), tells the ideal customer why they should buy from you and not from the competition (unique differentiation).

In order to boost conversions you need to: help people do what they already want to do, tap into the right motivators, understand the types of motivation, make taking action as easy as possible, focus on simplification, put hot triggers on the path of motivated people, and generally obsess about triggers like your business depended on it.

A call to action on a website is a trigger. Be careful what the content of the trigger. You need to trigger the right sequence of baby steps.

BJ Fogg describes 15 ways behavior can change. Each of the 15 behaviors types uses different psychology strategies and persuasive techniques. Types of behaviors: Dot—It happens just once (e.g. they buy your e-book) Span—It happens over a period of time, like for seven days (e.g. they take part of your 7-day course) Path—It happens over and over, fr