19 | Why Website Optimisation Fails with David Mannheim

Statements of Intent

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

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