5 Things That Your Buyers Are Trying to Avoid
How to Unleash the Power of Micro Conversions
Everything You Need to Know About Risk Theory and Conversion Optimization

Conversion optimization usually focuses on what users want. In this article, I’m honing in on the things that buyers want to avoid. Broadly speaking, users want to avoid pain. I’ve discussed the place of pain in conversion optimization elsewhere. I consider pain to play an important point in the conversion

Micro conversions, in spite of their diminutive name, are anything but a small deal. Micro conversions are a big deal. No doubt, you’re measuring all the big stuff — conversions, traffic, etc. But are you measuring the metrics that really matter? Micro conversions are a powerful source of data, and an incredible

“Risk theory” sounds sexy — like the code name for a Fast and Furious stunt. Or some awesome spy movie about hackers and people blowing up stuff. In reality, risk theory is a whole lot more boring, yet a whole lot more exciting at the same time. It’s boring, because it has to


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