Chapter 8 - Developing a Testing Framework

[Diamond Website Conversion]

In this chapter, the authors discuss in detail the four buying modalities demonstrated by customers visiting your site.

The Competitive, the Spontaneous, the Humanistic, and the Methodical each want different things from your website and from their buying experiences. The most successful websites will cater to each of the four modalities, but it’s important to remember that if your off-site marketing campaign targets any one of the four, the scent trail you create later should support that advertising theme, enabling customers to easily follow the scent from the ad to your landing page and ultimately to the conversion page.

Scent plays a large role in customer satisfaction, but before you can create an effective scent trail, you must know who your target customer is. You can get to know your target customer by creating a persona based on one of your audience segments, generally aligning with the various buying modalities.

How can a better understanding of scent and the role it plays in delivering target customers to your website help shape your testing goals?

[Anne]

This chapter seems to bring it all together; scent, unique value proposition, and helping the customer "reach her goal first."

A better understanding of scent will ensure that on top of delivering target customers to our site, we will deliver targeted products to our visitors depending on the trailhead we provided them. In essence we will fulfill their needs and they will help in fulfilling our goal of getting them to purchase.