Mobile / Apps
Hierarchy of Optimization
Does this product/service do what the prospect needs? How
easy is it for a prospect to determine this?
Can she access it? What are the barriers to her ability to
realize the need? Is it affordable, reasonable, and ﬁndable?
Is it user-friendly? Are there obstacles?
Does the sales process/Web site feel intuitive and natural
based on her buying preferences? Is she forced to endure
unnatural buying modalities to realize her need?
Does she want it? Does she truly understand if it ﬁlls her need
or solves her problem? Is her expectation reasonable? Will
she be delighted?
Conversion for Revenue
Are you relevant to my wants/needs/desires (search
query)? Have you maintained scent?
Do I know why you are the right solution for me? Have
you explained your value proposition/offer well?
Call to action:
Is it obvious what I need to do next? Have you given
me the conﬁdence to take that action?
1. Who are you trying to persuade?
2. What are action do you want to persuade?
3. Why would they want to persuade?