Conversion Rates Are a Pretty Crappy Metric

We have an unhealthy obsession with site conversion rates. When they’re up we feel good. When they’re down we want to shoot someone. As a former conversion addict I can tell you conversions aren’t the right only metric. Just like carat weight of an engagement ring isn’t the only measure of love. When you focus …

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Without Narrative Control Amazing Offers Suffer

First, a definition. Narrative Control: Making positive something that is or will be perceived as negative. If you have an unexpectedly good offer (for example, your product does something most products can’t, or you’re giving a discount that’s way better than most) then you need Narrative Control. To illustrate I’ll show an example where Narrative …

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