Re: B2C Conversion Behaviour

From: Anne Holland <aimee_at_marketingsherpa.com>
Date: Wed 21 Nov 2001 16:03:21 -0500

>I have been dealing with many clients who
>ask to include a "buy now" or "download now" button
>or link in their email promotions, which to me is in
>the same vein as "Can we make our logo bigger?".

Buttons like this can work in two situations:

1. In a fairly straight forward offer from a well

known company to its opt-in customers at a "what the heck"
pricepoint. For example, many retailers such as GeerWade.com
(fine wines) send detailed offers to regular customers via
email that you can buy by simply clicking the button
or hitting "reply."

2. In a situation where you are offering free educational
assistance that might be neccesary as a step of a multi-step
sales process. Such as clicking a button to RSVP to
attend a Webinar, or clicking a chat button to ask a rep
technical questions. Both have worked in B2B campaigns.

Anne Holland
MarketingSherpa.com ** 90,000 Weekly Readers
anneh_at_marketingsherpa.com
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Received on Wed Nov 21 2001 - 15:03:21 CST