Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire

Summary: As marketers, we must ensure the elements on the page align with the specific thought processes of our prospective customers, empowering them to proceed rather than filling them with anxiety or confusion. The most essential element in the sales process is customer motivation. Unfortunately, it is also the hardest variable for us to influence. Understanding the thoughts of the highly-motivated customer is imperative so that we can then use that motivation to bring about a desirable outcome. In this Web clinic replay, the research team shares two key principles on understanding and harnessing customer motivation, gleaned from two tests. The team also shares four questions to ask when evaluating your own customers' behavior on your site.