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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Chapter 6

Misunderstanding Your Visitors—Looking for Psychological Mismatches

I could be you, you could be me

I could walk a mile in your shoes…

And you could walk a mile in my bare feet

—Michael Franti and Spearhead, “What I Be” song lyric

Who are you trying to influence? What are they like? Can you see the world from their perspective?

Now that you have identified areas where the site isn’t performing well, it’s time to figure out why. That requires looking at things through the eyes of your visitors. This chapter will give you that foundation.

Chapter Contents

  • Empathy: The Key Ingredient
  • Researching the Whole Story
  • Demographics and Segmentation
  • Welcome to Your Brain
  • Cognitive Styles
  • Persuasion Frameworks
  • Cultural Differences

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