Hey {{first_name}}
Becky, my wife, has always said she has a boardroom of Beckys in her head.
There’s sensible Becky.
There’s “just buy it” Becky.
There’s “this feels like a scam” Becky.
There’s “what if this goes wrong?” Becky.
And then, somewhere in the middle, there’s the Becky who has to make the final call.
Personally, this sounds exhausting as all hell.
Because I don’t really think like that.
When I’m writing, I have a single inner voice. In fact, it’s running right now… Saying these exact words as I type them.
But when I’m daydreaming or thinking through an idea, it’s more like movie mode.
Images.
Scenes.
Broken dialogue.
Random jump cuts.
A full cinematic breakdown over something as small as where I left my car keys.
Before you think Becky, or I, have fully lost it, this is all fairly normal.
Some people think in words.
Some people think in pictures.
Some people have a strong inner voice.
Some people barely have one.
Some people have multiple inner voices.
There’s even a term for people who report little or no inner speech: anendophasia.
There’s also psychology around the idea that we hold different inner positions or perspectives at the same time.
Proving Becky’s boardroom is not that weird after all.
Understanding this helps with eCommerce CRO
Because your customer is not one customer making one simple decision.
They’re a boardroom.
And your product page has to pitch to the room.
That’s the idea behind…
The Conversion Council™
Every visitor has different voices involved before they will buy.
One part wants the product.
One part wants proof.
One part thinks it’s too expensive.
One part worries it’ll be a nightmare to return.
One part wants to know if other people like them are buying it.
One part wants it right now.
And one part says:
“Can we just not bother?”
So when we’re looking at a product page, we’re not just asking:
“Is this page good?”
We’re asking:
“Who in the boardroom is still saying no?”
Here are the seven voices:
Voice | Definition |
|---|---|
The Dreamer | Wants the better outcome. This voice is focused on what life looks like after buying. |
The Calculator | Judges whether the product feels worth the money, time and effort. |
The Sceptic | Questions the claims. This voice wants proof before it believes the brand. |
The Guardian | Looks for risk. This voice worries about returns, delivery, safety, support and regret. |
The Joiner | Looks for social confidence. This voice wants to know whether people like them are buying and liking it. |
The Impulsive | Wants speed and ease. This voice is ready to act, but only if the page makes buying simple. |
The Settler | Resists change. This voice would rather stick with what they already know than make a new decision. |
One of these voices usually chairs the meeting.
That’s the voice with the most influence in that moment.
For one customer, it might be The Calculator.
For another, it might be The Guardian.
For another, it might be The Settler.
That is why CRO is not just about adding more content to a product page.
It is about knowing which voice is still saying no.
Have we excited the Dreamer?
Have we convinced the Sceptic?
Have we reassured the Guardian?
Have we helped the Calculator justify the spend?
Have we shown the Joiner that people like them buy this?
Have we made it easy for the Impulsive to act?
Have we made change feel simple for the Settler?
Chat soon,
Peter
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