Impact Quotient (IQ) describes the ultimate persuasive power of an ad itself. Impact Quotient is the absolute most important single factor determining website effectiveness (assuming that search engine marketing has delivered the desired traffic to the site). Live On Page leverages impact quotient in several significant ways. Live On Page Fights Back Pressure Due to the overwhelming number of search results available to the internet visitor, there is incredible pressure to leave every website in search of more clarity, less hype, and a service offering precisely aligned with the visitor’s needs. We have coined the phrase “Back Pressure” to describe the forces encouraging a visitor to bounce from a site. Each website has seconds to counter Back Pressure by communicating with clarity and without hyperbole, exactly what can be found in the web-site.
BACK PRESSURE OR ILLITERACY?
There is an interesting story circulating in conversations that goes like this…”nobody reads any-more. While illiteracy rates are high, they have been high for 30 or 40 years. This hasn’t stopped advertising from succeeding in the newspaper and magazines. The real problem is the sheer amount of information and the absolute miserable presentation of most websites. Visitors click a search result link assuming that they will click the back button moments later because there is little chance that they will find what they are looking for. They are not motivated in the least to stay in a website unless they already know the company. Therefore, we need a new measure called Instantaneous Impact Quotient. This is the new predictive measure of web success and refers to how persuasive a website is within 5-10 seconds of arriving.
EXPERT “HYPE” DETECTORS
Recent reports on the current generation estimate that they have had access to a sophisticated level of knowledge and information for most of their lives. In fact, they have access to the information we had by age 18; but they have access to it by age 6. They have been sold to with “sales speak” and hyperbole since they were born and have reached the limit of what they can tolerate. Any advertiser that hopes to communicate with this generation of buyers will need a direct and straightforward message. They will need to use honesty and disclosure as their secret weapon. The message must be human and relevant. Live On Page is perfectly positioned to lead this revolution and flourish in this new “hype-free” world.
“I get tell people what there is to see
and do on my site. There could be nothing better than Live
On Page for your website”
World Renowned Business Author, Michael E Gerber
SCRIPT AFFECTS IQ
By writing scripts that communicate the website bottom line and an action step, we capture visitor inter est. Further, LOP scripts avoid common conventions of a spokesperson “greeting”. The language is con-
versational, not written and contains the #1 search terms and key benefits often in the first sentence.
Script guideline summary
1. Top “likely” search term mentioned within the first 5 seconds.
2. Top desired benefit of using the service or product in the first two sentences.
3. EVERYTHING is conversational and straightforward.
4. There is always an action requested and facilitated by clickthru.
HALF-BODY AFFECTS IQ
By presenting LOP waist-up on the page, the visitor is invited to connect face to face with the presenter. Acting and reading ability becomes drastically more important at this range. However, there is a significant impact difference as compared to full-body walk on at the same player dimensions. Remember that when conversing with a live person, you can only see from the waist up.
NON-EMBEDDED PRESENTATION AFFECTS IQ
Rather than embedding the player into website features like the banner or side-bar, LOP is show resting on the bottom of the browser. Real people are constrained by gravity and therefore would be standing
on the ground. If they are real they cannot sit or stand on a website feature which isn’t real. This completely destroys the LOP illusion.