- Conversion Rate Optimization & Marketing Blog | FutureNow - http://www.grokdotcom.com -

Unspoken Assumptions in Action

Posted By The Grok On January 1, 2007 @ 4:05 am In Articles,GrokDotCom Newsletter,Uncovery,Volume 145 | No Comments

Unspoken assumptions in Appleā€™s conversion process undermine the online purchase of a 30GB iPod.

Poor Melissa. A dastardly somebody broke into my dear co-worker’s car and stole her video iPod!! *passes out tissues* This is a woman who lives the fully-integrated iPod life Apple imagines for its customers – podcasts, audiobooks, movies, TV shows, music. She was devastated. And she knew, without question, she had to replace her iPod immediately.

So she started her search for a replacement iPod the way many folks do: online through a search engine. How hard could it be for Apple to answer one important question and help her get back quickly into her pod-groove?

Harder than you might think … because the scenario Melissa stumbled upon was laced with Apple’s unspoken assumptions about what Melissa should need to know.

Read the rest of this article [1].
Read the entire newsletter: Volume 145 [2]


Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/01/01/unspoken-assumptions-in-action/

URLs in this post:

[1] Read the rest of this article: http://www.grokdotcom.com/topics/ipodunspokenassumptions.htm

[2] Read the entire newsletter: Volume 145: http://www.grokdotcom.com/Volumes/volume01-01-07.htm

Copyright © 2009 FutureNow's GrokDotCom / Marketing Optimization Blog. All rights reserved.