as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what we called the compelling idea or key message. It was the one idea that, if we could get the target audience to believe it, would create desire for the product.

people respond similarly, whether you’re selling to B2B, B2C, C2C (consumer-to-consumer) or B2G (business-to-government) purchasers.

“The modern alternative to being luxurious is spending extra money to broadcast that you are a pro-social, pro-environmental individual.”

Surveys won’t tell you how to create the best layouts and content to maximize your conversion rate, however. Only the most serious usability problems will be revealed with a survey.

The most common concerns that users have about websites involve privacy, usability, fulfillment, and effort;

Internal urgency is based on how the visitor is feeling upon arrival at the page.

Pop-up surveys can do more harm than good if they’re left on the site for too long, because many visitors find them intrusive.

Different types of conversions usually have different values. In a B2B setting, whitepaper downloads usually have lower value than quote requests or live chat sessions, for example. To analyze multiple goals, you need to consider the relative contribution from each type with weighted conversion goals.

heuristic evaluation usually involves conversion-optimization experts who can identify likely conversion problems using heuristics (or rules of thumb).