If you’ve performed usability tests and tried to reconcile those results with your current site metrics, you’ve probably been left scratching your head. Usability respondents find something wrong on a particular page, yet the same “problem” isn’t evident in the site analytics.
This leaves you with a rather big question: How do you justify Web analytics and usability, and what role does each play in the conversion equation?
Measuring Oranges and Apples
Although both attempt to measure a site’s ability to convert, Web…
Early in our company’s life, persona development was largely an intuitive process. We wanted to develop a process we could use to train clients and partners in the persona development process. To do so, we delved into literature and film to understand character development.
Last week, we discussed what we learned from David Freeman’s character diamonds and masks. This week, we study these, and their applications, in more depth. Here’s more from David Freeman.
Address a Buyer’s Mask When Selling to Him
It’s not about your business category or whether your sale is or is not a considered purchase. It’s about your persuasive path!
I recently overheard a fellow talking about “the simplicity of the B2C sale.” He was comparing it to the complexity of the “considered purchase,” B2B sale. I had to chuckle, not at the thought one sale might be more complex than another, but at the thought that B2C sales, simply because they are B2C, are inherently less complicated. I…