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Figure 12.6 A funnel filtered on the prequalification metric Returning Visitors
this fact has nothing to do with the delivery options form itself, but it has every-
thing to do with the prequalification of the visitor ending up at this page.
i am not saying that you shouldn't send your first-time visitors down the path
of conversion, but that there might be an optimization opportunity to investigate; for
example, being more up front with information on delivery costs before they end up at
this screen and abandon it. this is something that needs to be measured carefully so
you don't end up making the outcome worse than where you started from.
the rule of thumb is that the better educated the visitor is before you throw her
into the conversion funnel, the better the outcome. this is why i recommend the call-
to-action principle, but i suggest you be cautious in just how aggressive you are.
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