Defining Points of Action
Points of Action
Posted by Adam Hayes
Understanding critical points of action will help increase your online sales and return on investment.
The internet is a far different marketing medium than any other out there. Every site has hundreds of entry points, with customers at different points in the selling process. Some come just to look at inventory and pricing. Some come ready to purchase and are in a hurry. Some need to know how quickly the product could be at their door. Some want to compare your product specifications against their needs. Your job is to provide points of action for each of these types of people.
Resolving concerns at specific points of action is critical to finishing the sale. What are your customers' concerns along the way? Are you addressing those specific concerns? Bryan and Jeffrey Eisenberg say this about points of action:
Why does paying attention to the point of action (POA) increase conversion rates? Because you answer objections at the point the customers are getting ready to take an action. That is where they experience their greatest cognitive dissonance, and so that is where your answers have the most impact.
You want to be certain your customers will be able to clearly identify all your points of action and that it is immediately obvious to them what they need to do. Pair your POAs with appropriate statements that address your customers' concerns, particularly their worries about privacy.
Look at each of your webpages and identify the points of action. What do you really want the customer to do once they reach this page on your website. Once you have identified these points of action, list the possible roadblocks that would keep them from taking that desired action. Then formulate a plan to remove as many of those concerns as possible. Finally sit back and watch your return on investment increase.
- Define points of actions for each page of your website
- List possible concerns that prevent that action from happening
- Provide the necessary information to resolve each specific concern
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