The Five Issues that Persuade Visitors
http://www.clickz.com/3405251

Eisenberg, Bryan
ClickZ
2004

Abstract:

Whenever visitors land on your web site, they consciously or subconsciously deal with five issues until they're satisfied, or better yet, delighted. These five issues will either induce the visitor to take the action you want them to take, or a lack of satisfaction may push them to find a competitor. None of these five issues is easy to measure. None has objective factors that are easily influenced. But all are nonetheless key to converting visitors.