The original goal wasn't to develop an optimization framework. But after running 300+ experiments it became clear some ideas were consistently doing better.
So we went through our entire back catalog and started organizing ideas into buckets. Those buckets were sliced and diced dozens of times. The goal was to organize ideas into well-defined tactics. We'd get really excited when we felt close to a break-through. And then an inconsistency would appear and we'd have to start all over again.
There were times when it felt hopeless.
Finally, on May 20, 2019, the model was complete.
What started as 7 tactics, expanded to 16, and contracted to 8. The goal was to boil everything down to the fundamentals. In the end, we ended up 3 tactics.
Using just 3 tactics you can improve any page.
Serendipity: Using what we know about the user to make a connection.
When the audience feels they’re understood they start trusting us, and by extension, our message.
Let’s say you are the #13th biggest hearing-aid retailer in the world. A user lands on the site and navigates to your best seller. Assume this person has never bought a hearing aid before * .
What educated guesses can we make about this person?
- That they’re a little embarrassed. This is a big lifestyle change.
- They’re in a little bit of denial. No one wants to believe their hearing is bad.
- They don’t want to buy the wrong hearing-aid.
- They don’t want to pay too much, but they also don’t want to pay too little for a crappy machine. They want the best machine for their criteria.
- They’re wondering if they should stay or leave to see what else Google has to offer.
- Since they’ve never heard of you (typically 60 to 80% of site visitors are new) they’re wondering “Can I trust this company?”
I guarantee every hearing-aid shopper on this page is thinking about these questions.
Serendipity is the ability to anticipate these types of questions.