We see 4 common types of element that help engage viewers on a page. The function is the most important, but there are many other elements that help grease the wheels or take down barriers that are in the way of conversion.
Function Elements—this is an element that is used to drive primary objectives: sale, lead, information gathering, click, or download. The function is the promise that your site makes. This is the most important element.
Up Sell Elements—taking your visitor from the initial promise to a bigger buy: sales, packages, accessories, and protection plans. Up sell are elements that increase to the level of business engagement. This can cannibalize your function element.
Long Sale Elements—elements that prolong the user engagement: RSS, newsletters, buyer clubs, credit card offers, contests, and logins. Long sale elements seek to embed your brand with the customer and inspire loyalty. These work best after the initial action.
Protection Elements—elements that assure the user: warranties, guarantees, certifications, etc. Protections are what keep the user safe. These elements help take down fear barriers.