Some believe that the best way to get site visitors to act
is to appeal to their emotional motivations. This belief is partially true if
you’re marketing an impulsive product/service. Triggers can then lead to desired path
response. But when a product/service requires conscious consideration, desired
path response becomes complicated. To understand these site visitors, a
business has to first see the big people picture because it lacks buyer mindset
access to engage.
For a business, this means that what it thinks it knows
about its customers is wrong. Buyers are not who a business presumes, and they
pull the site with different reasons than what a business guesses. So what does this
mean in terms of website context? It means that the business’s buyer profiles
are incomplete needing the key ingredient, buyer insights. What the ingredient
accounts for is:
