The Conversion Chronicles, resources for improving your online conversion rates

All articles by this author


Narratives Come Before Scenarios

What's the best way to deliver a memorable, persuasive message? Tell a story. Don't believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop's Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you'll see many parallels with Persuasion Architecture.

The essence o.....

Read more


Dishing Out What the Customer Really Wants

The purpose of persuasive online copy is to present information that offers your customers relevant answers to the questions they are asking and motivates them to move forward in your conversion process. I can't shout this loud .....

Read more


What Exactly is a Scenario?

What Exactly is a Scenario?

'Scenario' is making its way into more and more conversations these days. You'd like to wrap your mind around this concept, 'cause you have the sense it's the essence of how you construct your online experience (and you're right!). But depending on who you ask, you get a entirely diffe.....

Read more


Use Personas to Increase Conversion Rates

Dan Trump, Felicity Green, Vida Blue and Michael Matters are taking a business trip to Chicago and need to book a room for four nights, from September 25 through 28.

The task each of these four individuals is trying to accomplish is the same. But, hey, these are four individuals! Think they're going to solve their pr.....

Read more


Honey v. Vinegar

My neighbor to the right shakes his head and informs me, "You catch more flies with honey than vinegar." He does this whenever the topic of my neighbor to the left comes up in conversation - it's his way of saying my neighbor to the left is lacking in the interpersonal communication skills department.

Far too many Web.....

Read more


7 Tips for Converting Search Engine Traffic

Search engine marketing is like inviting folks to play a game of catch. You put the ball in motion with a relevant strategy that motivates folks to click through to your Web site. Your visitors' click-throughs mean they're taking up the game and throwing the ball
back to you. The last thing you want to do is drop the bal.....

Read more


More pages
1 2 3 next (6) >>