(This article was originally published in the MarketingExperiments email newsletter.)
Marketer, you know you have a good product. In fact, it’s exceptional. And you need to get this message out to as many people as possible in the most effective way.
So, you have a message you are trying to communicate with prospective customers. But determining exactly how to articulate that message in a way that resonates with your visitors, while EXTREMELY important, is not easy — because you only have a few seconds to capture their attention before they click away to another page. And then you must be able to sustain interest throughout the entire buy process.
To get your message right, it would certainly help if you could see into the customer’s mind, observing their thought processes while visiting your webpage. Then you could answer these questions: What do they like? What confuses them? What motivates them to even look at your page? What causes them to buy from you? Or NOT buy from you. What is it on your page that made them click away and buy elsewhere?
Since you can’t read minds, you have to develop a customer theory about their thoughts and actions. In other words, you need a predictive model of your prospective customer’s decision process.
In this replay of an interactive YouTube Live session, MECLABS Managing Director Flint McGlaughlin discusses customer theory and how you can achieve an advantage over your competitors by aggregating the results of thorough testing and other methodologies into a cohesive understanding of what matters to your customers and how they make choices.
As you watch the video, you can follow along with this free infographic that illustrates the steps in creating a predictive model of your customer’s mind.