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LifeSource Water sells water softening systems that cost thousands of dollars.  On their homepage footer they have this tag line (pointed by blue arrow below) …

When you make a substantial claim like this you just have to provide more info.  Site visitors who are impressed by this claim will try and interact with it.  I expected “recommended” to be a link to a page that explained why LifeSource is the most highly recommended water system in America.  But “recommended” wasn’t a link.  I bet if “recommended” was linked to a page that explained why LifeSource was the most recommended solution we’d see that visitors who clicked the link had a significantly higher conversion rate.

Here is another example from birdbusters.com.  The most prominent call to action on their homepage is this statement–

It would have been awesome if “guaranteed” was a link to a page that explained their guarantee.

Written by betterretail

June 11, 2012 at 6:12 am

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