Chapter 5 - The Optimization LIfe Cycle

[Diamond Website Conversion]

Have you swallowed the Average Person Myth? If so, then it’s time to start asking some of the bigger questions presented in Chapter Five in order to meet your optimization goals.

Bigger questions allow you to accommodate the unique variety of customer types that visit your website, while still enabling you to meet the challenges presented when marketing to an online audience.

[Anne]

What a great chapter! I like the concept of the need to explain why something is wrong not just that it is wrong. Often numbers from web analytics explain the wrong well. It is our job to determine the why. Neat how testing is such a valuable tool in the determining why-something-is-wrong process.

[Marty]

Optimizing the buying process is so important - when people focus on conversion they're focused on selling things to people - but in reality we rarely are "sold" anything - for the most part we buy -