Spirits

Halloween is upon us, the time of the year where the boundary between the living and the dead is dissolved allowing the spirits to wander our mortal world.  This concept of bridging the gap between physical reality and the spirit world is something we as conversion optimization analysts contemplate daily (but instead of actual spirits we deal with the spirit of the consumers mind) 

While digging into data we are constantly putting ourselves in the mind of the consumer to determine what their motivations are (utilizing data from the marketing channel) and what archetype they are acting from (based on the core of the motivations).   We then map these consumers (based on patterns in the data from marketing to interactions on the site) into personas/tribes/segments.  Its this last step that enables us to cross the bridge into each consumer segments reality; allowing us to begin building the bridge back.  

This costruction process is an art and science that involves creating and testing alterations to the site, promotions and markeitng channels.  The better the results of the test, the more sound the construction of the bridge and the higher the number of conversions.   

With a little experience, sound data, and a handfull of advanced tools you too can begin melding your marketing/website experience to the desired experience of each consumer base.  And what’s a more perfect time to start then on the great all hallows eve