The Fallacy of Linear Sales Progression Online

I read an article recently about creating forward sales momentum with web site visitors. I love the concept.

The idea is to create site copy that leads users down a prescribed path toward a purchase. I was nodding my head in affirmation until the author stated that the path to a purchase is linear.

This is where the marketer who lives in the trenches of real life tells the marketing academic that he’s just wrong.

Momentum is great, and we should all strive to create forward momentum through our site navigation and copy.  The idea that users will follow a linear path to a purchase is just wishful thinking – nothing more.

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