<< by Amanda Sides on October 19th, 2011
Kate O’Neill, [meta]marketer, talks about how to persuade visitors to convert through empathy, caring and emotion.
Don’t just focus on Conversion Optimization
When you simply focus on optimizing conversions, you are missing out on so many people who could have potentially converted, but in the end, did not. You’ll never convince EVERYONE to buy, so figure out who to focus on. Develop “empathetic segmentation.” Segment your visitors, and figure out what the best strategy is for measuring results. Kate states that empathy is typically overlooked in the leap from what your company needs (more sales), to the actual web action (getting the customer to the shopping cart).