1. Optimizing conversions is solving problems of users
1.1. changing the color of a button won't solve their problem
1.2. conversion optimization is about understand and solving their problems
1.2.1. what pain does my customer feel before finding a solution?
1.2.2. what are the emotional triggers that drive decision-making?
1.2.3. what are her hesitations and concerns?
1.2.4. what does she want to feel after finding a solution?
1.3. what is my goal
1.3.1. Bryan Eisenberg
2. Notes
2.1. infographics tool example
2.1.1. there are better alternatives to share information
2.1.2. Interview
2.1.2.1. Why are you using the tool?
2.1.2.2. people actually use it because they want to stand out/ be appreciated by peers/managers
2.2. Analyse competitor sites
2.2.1. read their reviews
2.2.2. offer customers what your competitors fail to
2.3. Increase conversion
2.3.1. forget about your goal
2.3.2. focus on your customer's goal
2.4. purchase decision
2.4.1. how we think people buy
2.4.2. how people actually buy
2.5. Top Customer Interview Questions
2.5.1. What problem does the product solve for you?
2.5.2. What made you search for this solution?
2.5.3. When you weren't using <solution>, how did you solve this problem?
2.5.4. If you couldn't use <solution> anymore, what would you miss most?
2.5.5. What persuaded you to signup?
2.6. find main concerns and drivers
2.6.1. 1.