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19 Sep What do we do with the 90% plus of traffic not converting! An interesting interview in econsultancy today...many have probably heard of Bryan Eisenberg's view on Persuasion architecture, which he defines as "besides being focused on the results, metrics and so on, is focused on empathy - understanding what people need and want and how to take care of them properly" pretty fancy title for explaining good old customer journey and empathy but hey it caught my attention. He makes the point that often when we look at web metrics we study the last step "the check-out" and in fact the reason why people don't proceed at the checkout is more likely due to the previous experience - he says they are not CONFIDENT enough to proceed. Wasn't the old ad process - Attention, interest, desire, action.... interesting concept that CONFIDENCE is now a new step before Action. So if this is true how do we increase people's confidence? I saw a similar concept recently conversion path another great way to look at the journey prior to the sale. Both have merit and definitely worth seeing more work in this area as so much traffic is wasted. I totally agree with Bryan's comment, "Too many people look at these big numbers of visitors and forget that these are their neighbour, cousin, father, daughter and so on, and went away dissatisfied".
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