Drawing prospects to e-commerce websites

Becoming an e-commerce marketer is one of the most significant marketing trends in the past few years. Consumer and Business-to-Business marketers have been installing e-commerce forms of business at an accelerating pace (Hof, 1999). However, given the infancy of this trend, many marketers hesitate to proceed. They are not sure what techniques work well and which are prone to failure. This article reports the results of a study that investigated the power of alternate advertising copy techniques to draw prospects to an e-commerce website. The results suggest that certain copy elements and graphic techniques can significantly increase website attraction.