What to test? Business decisions and limitations – aren’t we experts in our own system?
Asking the right questions up front beats chasing the right answers.
Micro vs. MacroMultiple angles of approach
You can drown trying to cross a river with an average depth of 3 ft.
Defining and planning for Macro-conversions and Micro-conversions helps you understand why conversion rate is truly a measure of your ability to persuade visitors to take the action(s) you want them to take. Every click represents a person making a decision then for you to achieve your goals, visitors must first achieve theirs first. Linear – when visitors need to complete a registration process or checkout process.Non-linear – these are the explicitly planned or implicit scenarios that are created by visitor segments as they navigate your website. In this type of scenario we measure from where people enter the scenario to where they complete the intended scenario and whether or not they hit our key value pages.
No gravity in a sales funnel. There is only persuasive momentum.
Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia. – Kurt Vonnegut
Persona-specific narratives predict what actions a persona will take and why. We identify pathways that align the buying process with the selling process. We begin to establish a structure of measurable conversion points – the definable places we can reference when analyzing whether our predictive models were correct.