Without a story, all that’s there is just data, more or less static. If you do not understand the context—the story of the interaction between the customer and the brand—you can interpret nothing.

don’t ever want to make assumptions about what your visitors want. You need to ask them, give surveys, or listen to customer service calls to understand why they are—or are not—purchasing

most people do not buy on logic, they buy on emotion. There is an emotional trigger in their lives that makes them head to Google and search for a solution to their problem.

get people on the phone—understand exactly how they found you, what their intent was before finding you, and why they did or did not convert. Talk to all of your direct ideal customers and understand exactly what their real problems are. The more you talk to people, the more you will understand your “audience” and know exactly what problems that

understand the different types of personas that visit your websites. A persona is a particular type of individual who is visiting your websites. It is more than just average demographics—personas also take into account the overall goal of the individual, how they use your websites, and the customer’s voice.

That’s what qualitative data is all about—building customer profiles, defining personas, and creating ideal click M.A.P.s, removing any unnecessary friction or difficulty.

Nathalie Nahai, The Web Psychologist

Text Copyright 2015 Alex Harris All right reserved. Published in 2015

Marketing Optimization System. It is a system based on knowing your customers, and serving them better because of what you’ve learned about it.