19 | Why Website Optimisation Fails with David Mannheim
In this episode, David Mannheim, founder of Made With Intent, advocates for a shift away from optimising for conversion metrics and page templates. Towards truly understanding and catering to each buyer's individual journey and mindset - what he calls "stages, not pages."
Topics Covered:
- Reasons why retailers tend think in pages not stages
- Why retailers should think in buying stages over website pages.
- What is personalisation
- Why personalisation fails
- David's solution to create more appropriate and impactful experiences
Key Quotes:
- "We focus on the 2% that are going to convert and ignore the needs of the other 98%."
- "We optimize how we want to sell, not how people actually want to buy."
- "Location is not a good indication of when or how a customer will buy."
- "When you understand the buying stage, you can tailor your sales pitch. You meet users at the intersection of how they want to purchase."
- "Conversion rate is a method of selling, while buying stages reflect how people actually buy."
Episode Chapters
00:00 Templates
00:00 Introduction
01:41 David's Statement: Stages Not Pages
03:11 Why Retailers Focus on Page Templates
10:06 Why Retailers Resist Implementing Personalisation
16:12 The Solution
22:02 Outro
00:00 Introduction
01:41 David's Statement: Stages Not Pages
03:11 Why Retailers Focus on Page Templates
10:06 Why Retailers Resist Implementing Personalisation
16:12 The Solution
22:02 Outro
Resources
- Made With Intent’s website → https://www.madewithintent.ai/
Social Media
- David's LinkedIn → https://www.linkedin.com/in/davidleemannheim/
- Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
- YouTube → www.youtube.com/@madewithintent
Creators and Guests
Host
David Mannheim
David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs, is the author of The Person in Personalisation, and now the host of Statements of Intent. His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent.
