Building websites for return on investment by Paul Boag

Author:Paul Boag
Language: eng
Format: mobi
Tags: Nonfiction
Published: 2010-12-15T16:00:00+00:00

Earlier I talked about the power of free. I suggested that part of the reason free was so appealing was because it reduced the risk associated with responding. However, free is not the only way to reduce risk.

Remove the risk

One of the major reasons users are resistant to completing a call of action is because they associate a risk with it. These perceived risks will vary according to the call to action. However some examples might include:

‣“If I buy this product and don’t like it I might not be able to return it.”

‣“If I sign up to this newsletter they may send me junk mail or sell my email address.”

‣“If I want to leave this web application I might lose my data.”

‣“What if this is a scam to get my credit card details.”

‣“I am worried about the privacy of this application”

If you want users to complete these calls to action you must reassure the user.

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