You are leaving a lot to chance if you are not planning the persuasive momentum of your customer’s experience properly. Think of persuasive momentum as the progressive decision-making process that aligns your customers’ goals with your own business goals. Every website must address these user needs at every point in the process in order to be effective.
- Too often, we see marketers that are stuck on the sales/conversion funnel metaphor. Your customers’ journeys are their stories, NOT funnels.
- Let’s get real – your customer isn’t truly in a funnel. There’s no gravity compelling them through your experience like there is in a real funnel. There is only the customer’s motivation and your understanding of that motivation to create persuasive momentum.
- No matter if the action is micro or macro, there is a simple formula that will help you identify persuasive momentum or the lack thereof.
“The most successful companies start with the story from the customer’s perspective.”
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