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The Art of Conversion by Oli Gardner

Posted By Jim Kinloch on May 31, 2011 | 1 comment


The Art of Conversion in 5 Words

Human, Thought, Red Wine, Oli

 

Science Bores Me

Science is fun for some and logic is important, so is deduction and analysis but we lose a part of ourselves if we lose sight of the art of what we do. The intuition, the learning from an expression or a thought as opposed to the hard slog of study.

 

The Conversion Art

Oli Gardner is the Director of Marketing at Unbounce, which is all about the building of A/B test landing pages. He wrote a piece about conversion as art.

Here’s a sample of what he wrote:-

‘SURPRISE YOURSELF TO SURPRISE THE CUSTOMER. AUTHENTICITY RULES. ALWAYS. IF THE ACTION IS COOL YOU DON’T NEED TO CALL IT OUT. DRINK RED WINE…’

OK, so the red wine bit drew my eye but it made me think and that’s important. He also summed up something I ‘feel’ about conversion. That is that is should be human. We are talking about human beings visiting a site and we want them to ‘convert’ into a sale.

We talk a lot about tools and lose sight of the person and we should have a story, a conversation, a relationship and that’s the art of living, with wine and with humanity.

I’ll sip on this for a long time… Thanks, Oli!

Read the full post: ‘The Art of Conversion’ Here

We get bogged down by science and methods and lose sight of the art of what we do. Oli hasn’t.

 

All the best,

Jim Signature

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