Brand Tweet # 34: "Is there a path for your visitor to follow?" http://www.pmw.net/tweets 100 days to building a better brand!

I'm on the site for 3.5 seconds. What do I want to do? There are 5 choices in front of me. Is it a clear decision? Is there a path to the information I need? This is hard because people need different levels of convincing. Usually as the item price goes up, the complexity of the sale increases, and the amount of information necessary to review for the sale to move forward also increases. How do you plan for this? Try looking at this book "Web Copy That Sells." It is a good place to start.