Why conversion problems often look bigger than they are
A conversion problem can show up across sales pages, email, checkout, support and onboarding. How to work out which part of a complex buying journey is actually worth fixing first.
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Notes on conversion and complex buying journeys
Short pieces on where buying journeys get stuck, what the evidence can actually tell us, and what is worth fixing first.
What makes a buying journey complex?
A buying journey becomes complex when customers have several connected questions to resolve about fit, trust, timing, risk and whether the purchase will work for them.
Read noteWhy more traffic won’t fix a broken buying journey
If suitable prospects are already reaching an offer but not progressing, more traffic may only increase activity. How to tell whether acquisition or the buying journey is the real constraint.
Read noteWhy asking customers what they want can give you worse answers
Customer interviews are useful, but direct questions about what people want often produce weak evidence. Better research starts with what customers actually did, tried, paid for and chose.
Read noteWhen “too expensive” doesn’t mean the price is wrong
A customer saying something is “too expensive” does not prove the price is wrong. How to tell whether the real issue is affordability, payment timing or the wider buying decision.
Read noteWhy good webinars still fail to create sales
A webinar can be useful, engaging and well attended without creating many sales. The problem may be what the right attendee is being asked to decide next.
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