Building a persuasive path

An important part of making money in digital media is learning how to create persuasive paths.

A persuasive path is a single link or a series of links leading from where you first capture the user’s interest to where you’ll close the sale.

Examples of persuasive paths are:

• Facebook update about new product –> Product page in web shop
• Twitter update about a blog entry on shoe fashion –> Blog entry –> Product page selling the shoes in question.
• Web site front page –> Information about services –> Lead generation form page

Always make sure you’re creating persuasive paths for your users, and you’ll always make sales online.

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If you want to know more, the original white paper on persuasion architecture is still available online. Just remember that today, persuasion architecture is applicable across channels and not just on the individual web site.