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For Web Marketers, "Call To Action" Must Be Read

Andrew Goodman
Expert Author
Published: 2005-05-19

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It's a sign of the times. Bryan and Jeffrey Eisenberg's new book, Call to Action, is showing at #40 on Amazon under "books," and rising.

I recently read the book and found it so fresh and useful, I managed to slip a bit of its advice into my chapter on increasing conversion rates just before my own book went to press. Call to Action is loaded with insights such as "shopping cart abandonment isn't the real problem."

More than anything they've written previously, this book lays out the foundations of the Eisenbergs' approach to persuasion scenarios. These are original, agenda-setting ideas that put the online marketing challenge in perspective, not just a pile of loosely-organized facts and figures.

Those of us who seek credible and actionable information on web metrics have few guides to look to. The Eisenbergs are part of a rare and very small group of analytics pioneers. (That list includes Jim Sterne.)

Beginners will find it a bit dense, but for anyone who bills themselves as a "web marketing professional," Call to Action is a must.

The last time I was this excited was when Google Hacks made it onto a bestseller list. ;)

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About the Author:
Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns.

In 1999 Andrew co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis.

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