Sites with high conversion rates have a dominant characteristic: a high degree of empathy for the visitor. Here's how they do it:
- These sites sell a product or service for which there's a truly felt need or want.
- They immediately understand the visitor is there voluntarily; site activity is based on participation, not coercion.
- They don't assume the visitor knows anything, but they don't insult her intelligence, either.
- They understand you can lead a horse to water, but you can't make it drink. You can, however, entice it to take one sip at a time.
- They present visitors with necessary information when it's needed.
- They anticipate questions the visitor may ask and address his fears and concerns.
- They use copy that emphasizes consumer benefits and helps involve the visitor's senses in an "intangible" type of sale.
- They use copy that helps them rank well in the search engines, because it's relevant to a visitor seeking a way to solve her problems. Hyperlinks are filled with keywords that speak to her questions. They're laced with benefits that jump out at her. They let her know she's on the right track to achieving her goal.
via clickz.com
Interesting note from Brian Eisenberg on Persuasive Design
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