Personas help you understand why customers do what they do, so you can predict and persuade more effectively.

It was like Groundhog Day. I had the same conversation over and over and over again. I was at the Shop.org Summit in New York. It was a record breaking crowd, over 2200 attendees. I talked to a whole bunch of those online retailers and everyone was saying basically the same thing …

“I want to know what my customers are doing on my…

...continue to read "Would You Rather Know What Customers Do or Why They Do It?"

Your online persuasive process can help fuel offline sales as well.

Let’s pretend for a moment that your analytics reports are lying to you. (It’s nothing personal; they just don’t always see the big picture.)

Now think about a few key questions: Do you know what percentage of online visitors your business converts into offline customers? How many offline sales have you lost from bad online experiences and vice versa? How depressing and/or exciting would it be if you could accurately measure…

...continue to read "Online Planning for Offline Results"