News
 Warning:
Ignoring These Navigation Rules Will Result in
Depression of Sales
By Craig Huey
I rarely use navigation choices in a direct
marketing website. Sometimes I will allow a
navigation choice at the end of the text if I feel a
significant percentage of the audience needs
additional information or verification. If this is
the case, then I will provide a link that will offer
additional in-depth sales copy.
An exception to the rule of “no navigation choices”
The technical term for this option is a “hypertext
link.” It should lead to optional information that
isn't necessary for your sales presentation, but is
there for those who want to read more about your
product or service.
6 rules to follow when using hypertext links on your
direct marketing website:
1) The link must help, not distract from, the sales
process. Ask yourself if it is absolutely necessary
before adding it to your copy.
2) All hypertext links need to be in blue. Your
prospects expect that and it's what they identify
with.
3) Underscore all hypertext links.
4) Ensure that after people have clicked to the link
you provided, they can easily get back to your site
and to the same page and spot they were at before
they clicked through.
5) Ensure that once they return to the sales copy
they were reading, the hypertext link turns purple
so they remember that they already clicked on it.
6) Be consistent. Make sure all the links you are
sending people to are consistent with no variation
from the above. A lack of consistency will result in
confusion, loss of opportunities and potential loss
in sales.
Go to your website and check all of your hypertext
links. Do they follow these rules? If not, you're
most likely losing your prospects' interest and
potential sales
- By Craig Huey
(www.infomatbiz.com)
|
|
|
Melissa Data
|
 |
| Enhance your
website, software or database with
easy-to-integrate data quality programming tools
and web services. |
|
|
|
|
 |
|
Save money on postage using leading
mail preparation software and other
direct marketing products. |
|
|
|
|
 |
Update & standardize addresses and
find out more about contacts in your
database.
|
|
|
|
|
 |
Find new customers perfect for your
business with our online and
specialty mailing lists.
|
|
|
|
|
 |
Locate the business information you
need such as ZIP Codes, address
verification, maps.
|
|
|
|
|
