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When you see a popular site, do you ever wonder how they get so many people to sign up for their products and services? It all has to do with providing an experience to the user that makes them feel comfortable turning over personal information like their e-mail address to the site. It also has to do with providing an environment that makes it easy for them to find what they are looking for without a lot of hassle or searching around. In his video Designing The Moment, Robert Hoekman examines how it is vital that a user to a Web site is able to understand the purpose of the site, what they can gain from it, and if they can trust it enough to give out personal information. The author goes over the material in seven sections and the total runtime is 55:23 minutes. Section 1, "Introduction" begins with the discussion on how is it that certain Web sites are able to get people to sign up for their services on line when there are so many competing sites available. In this short section the author sets up the tone for what will be the rest of the video. Section 2, "Crafting the Elevator Pitch" examines how when a new user comes to a Web site for the first time they need to get oriented to a number of things like what is this site, what is it about, what can it do for them. What you will learn here is how to create a really clear "elevator pitch" for why they should join up here during what is essentially a really short elevator ride. Section 3, "The Investment Breakdown" now takes you from showing what the application is, to about to how much investment the user is going to need to have give, to reap benefits from the site. This is all about keeping the user interested. Section 4, "Calling Users to Action" looks at how you can ask your customers to leave their wallet at the door. In your Web application, this most often occurs as a "Register Now" or "Login" button that encourages your user to sign up for your service. Here the author examines some things to do and some not to do to have the maximum effect of getting users to buy-in.
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