Design concepts don’t always turn out in the way you’d like. The layout looks great. The color options seem excellent. The CTA is both clear and clever.

Despite the best intentions of everyone, and despite all the hours spent on studies and analysis it’s not always working out the way you’d like them to.

Let’s say that your online shop sells Pug greeting cards. (That’s a thing to be aware of.) It is obvious they are supposed to be able to sell their own.

Whatever the case, the aim is to put them into the channel or pathway as swiftly as is possible, (a) helping them to find what they are looking for, and (b) making them closer to initiating an event that triggers conversion.

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