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I never worry about action, but only about inaction
...Winston Churchill |
 Okay. The website has engaged the visitor past the first impression, past emotion and hopefully they've even gotten the message. Now, are they taking the action we want them to take?
Action can come in a lot of forms. For most clients this includes making contact - a phone call, an email, live chat, etc. For others, action includes an E-commerce purchase from the website, a donation to a non-profit cause, etc. But let's not also forget that a big use of the Internet is to easily empower friends to help friends! So, if I see a website that offers exactly the services that my best friend has been looking for, wouldn't it be great if I could easily refer the site to her? That is also an action and a very important one. We commonly incorporate such features as "email to a friend" for just this reason.
The whole equation only comes together when the desired action is taken. |
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