In this episode, David Mannheim, founder of Made With Intent, advocates for a shift away from optimising for conversion metrics and page templates. Towards truly understanding and catering to each buyer's individual journey and mindset - what he calls "stages, not pages."
Topics Covered:
- Reasons why retailers tend think in pages not stages
- Why retailers should think in buying stages over website pages.
- What is personalisation
- Why personalisation fails
- David's solution to create more appropriate and impactful experiences
Key Quotes:
- "We focus on the 2% that are going to convert and ignore the needs of the other 98%."
- "We optimize how we want to sell, not how people actually want to buy."
- "Location is not a good indication of when or how a customer will buy."
- "When you understand the buying stage, you can tailor your sales pitch. You meet users at the intersection of how they want to purchase."
- "Conversion rate is a method of selling, while buying stages reflect how people actually buy."
Episode Chapters
00:00 Templates
00:00 Introduction
01:41 David's Statement: Stages Not Pages
03:11 Why Retailers Focus on Page Templates
10:06 Why Retailers Resist Implementing Personalisation
16:12 The Solution
22:02 Outro
Resources
Social Media
