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The most dangerous thing you can do in marketing is assume you know why your customers are buying.
I was looking at a client’s data last week and on paper, everything looked perfect. Traffic was up, bounce rates were low, and people were spending minutes on the key landing pages.
But conversions were flat.
When we actually talked to the customers, we realized the "high engagement" wasn't because they loved the content... it was because they were confused. They were staying on the page longer because they couldn't find the answer to one simple question:
Is this actually for me?
This is the gap between data and behavior.
Data tells you what happened (the 'what')
Behavior tells you why it happened (the 'why')
If you only optimize for the 'what,' you’re just moving numbers around a spreadsheet. If you optimize for the 'why,' you’re actually building a business.
We need to stop treating buyers like entries in a database and start treating them like people trying to solve a problem.
Because at the end of the day, people don't buy products. They buy a version of themselves that is less stressed, more successful, or more confident.
Are you looking at the 'why' behind your numbers this week?
I’d love to hear how you’re uncovering customer intent right now 👇
PS
I’m diving deeper into this topic on the next episode of the podcast. Stay tuned!
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