What's your name?
Deconstruction is how the marketer ensures the highest possible conversion rates. Deconstruction is a systematic process of tagging every element on the product page– it’s similar to police work at a crime scene or what an archeologist may do at a dig site.
Three Reasons Why Deconstruction Matters
To recap the video, the three reasons why Deconstruction matters are:
1: To slow the brain down so we don’t skip anything.
2: To learn from what’s there so we can build on top of it.
3: To get client buy-in.
Take a screenshot of the page and, starting from the top, number every element.
Now study every annotation from top to bottom.
Remember, at the Deconstruction stage, we aren’t thinking about the actual improvement, we’re simply paying attention to each individual element. The actual improvements will be done in the micro-improvement stage, which is covered next.
For, now I just want to force your brain to slow down and focus on understanding the nature of the product that’s being sold and the hopes of the buyer looking to buy it. Imagine being at a retail store and seeing a shopper studying this item. Empathize with them but also feel the excitement of how this product will make that consumer’s life better.
Is the concept of Deconstruction clear? /
Uh oh! Let's get in touch so I can explain this better.
We'll talk soon!
Now that we understand Deconstruction it’s time to develop Selling Angles.