Chapter 4 - Optimization Works: Examples for Lead Generation and Retail

[Diamond Website Conversion]

Two concepts captured my attention as I read this chapter. First, Eisenberg discusses the Curse of Knowledge, first described by Chip and Dan Heath.

Rarely do people consider the fact that knowledge brings with it a limitation. When we understand that limitation, however, we can take steps to overcome it—steps such as testing to find out what our customers really think and what will help them the most.

The second concept I parked on was that of scent. My little pom-a-poo is no hunter, but even he would be confused if he were following a scent trail that suddenly changed to something else entirely. Our customers are no different. When we entice them to our page with a certain idea, but greet them with something totally different when they arrive, they become disoriented.

As you consider these ideas this week, how would a better understanding of the Curse of Knowledge and scent change your view of website testing and conversion?

[Anne]

The curse of knowledge also struck me. We recently had someone complain that our email newsletter links never work. I know this is not a problem as we check every one of them several times. Then I was hit by the breaker or perhaps scent idea . . what if he meant work in terms of logic rather than functionality?
I love this thought process because now I know that I have to question what I thought was a perfectly logical conversion funnel.