Module 2: Distraction + Expectation

Question 1

What are Bad Links?

Answer 1

Navigation that takes the consumer away

Question 2

What are Good Links?

Answer 2

Navigation that takes the consumer somewhere else on the page (anchor navigation)

Question 3

Two Types of Anchor Navigation

Answer 3

Jump: click and it jumps right to section (quick, sharp) = bad Smooth Scroll: click and scroll smoothly to part requested thru the click (get to see the content on the way down) = good

Question 4

What is a Lightbox link?

Answer 4

On page dialogue box or confirmation window that allows you to put stuff like a privacy policy, terms and conditions, photos, links, etc in and have the consumer fulfill the action without them leaving your page.

Question 5

What’s the deal with repeating CTA’s?

Answer 5

It’s ok to repeat CTA’s on a long landing page, as long as the URL links to the same place.

Question 6

Every interactive element or option____

Answer 6

can be a distraction that prevents people from achieving their goal.

Question 7

Setting correct expectations means_____

Answer 7

making sure your CTA matches the headline of the page that you’re sending people to

Question 8

How to Check the Expectation of Your CTA’s

Answer 8

1. Use CTA Generator formula: I want to _______
2. Isolate the CTA and test to see if it communicates the correct desired action (get others to read it)
3. If it fails to communicate, create another CTA

Question 9

What’s the most important thing about the Pirnciple of Expectation?

Answer 9

*Make sure the headline of the page being LINKED to is addressed in the prior CTA (smooth transition from CTA to Headline)*