Paul Cheney

Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)

October 11th, 2016

homepage-optimizationWe all have blind spots. Some of us more than others.

But if we’ve learned anything from the last 100 years or so of marketing and advertising, it’s that marketers have some of the worst blind spots imaginable.

So it’s no surprise that we need a little help seeing our pages with new eyes: the eyes of the customer. For the past 20 years, MarketingExperiments has been researching why people say “yes” to a given offer.

What we’ve found through this research is that it’s often not what we, as marketers, think it is. Our self-interest always gets in the way of seeing why our customers want what we have to offer.

But more importantly than the research we’ve been doing, we’ve also been turning that research into a repeatable method for overcoming our marketing blind spots. We have a series of patented heuristics that can help marketers like you and me see a piece of collateral with the eyes of the customer, rather than our own.

It’s with the full weight of that research and methodology that Flint McGlaughlin, our Managing Director approaches any piece of collateral submitted by a MarketingExperiments audience member. The same is true of the page submitted by InnocareHealth.ca in the video below.

In this video, Flint talks about the blind spots inherent in the InnocareHealth homepage, and how to correct them.

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Paul Cheney

About Paul Cheney

Paul Cheney, Senior Partnership Content Manager, MECLABS Institute Paul helps turn raw research into easy-to-understand content for MarketingExperiments readers. He earned his B.A. in English literature from Covenant College. Before joining the MarketingExperiments team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems and dating his wife, Callie.

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