Chapter 11
Creating a Call-to-Action Map
In This Chapter
Learning about Call-to-Action Maps
Creating your CTA Map
Understanding how a CTA Map increases conversion rates
Classifying and segmenting your conversions
Completing your customer data through progressive profiling
Testing your CTA Maps
There’s a path to every purchase. Each consumer must find you and your products and establish a perceived value for those products before they act. Your website is the engine of your Conversion Machine so building your site map to accommodate your visitors’ needs will increase your conversions. This chapter introduces a new information architecture concept called a Call-to-Action (CTA) Map. The CTA Map provides a website blueprint. In other words, a CTA Map is simply a site map designed with a series of conversions in mind, each one bringing your visitor one step closer to a desired action: a ...
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