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Conversion in the technology era: it’s all about humans

ivan imhoff

How can I be a better seller on the net? This is the burden of a generation. Many of those who’ve learned the secrets of the computer in the late 90s at one time thought to have a business based on their passion for numbers, codes or who knows what algorithms.

The joy was full with every technological innovation but even so successes were few. This is because many don’t understand correctly the report technology – humans.

Learn to talk to people

One of the biggest mistakes of perception is given by the thought that the technology can solve any problem when you want to sell a product online.

Technology is fantastic but you need to know how to talk to people“, says Ivan Imhoff on the ICEEfest’s stage.

Head of Conversion Rate Optimisation at the House of Kaizen, Ivan is convinced that the success of a good communication is knowing your interlocutor.

Conversion is about understanding people“, he says.

Many points of view

There are many genuine cases of those who build a website without consulting too many opinions. And then, surprise! Both creators and website visitors see the same words/ pictures/ lines but perceptions are totally different.


We have different people, with different education and with different lives. We see the same thing but the perception is different”.


This is the moment when anxiety occurs, which is the main obstacle to conversion. It is an element that creates distrust in the product and in the brand too.

There are solutions. First, be very personal. It’s a first step for the reader to calm down and to gain confidence in the product again. Then come with information to demonstrate your undeniable seriousness.

Each page is a script

Since the browser has loaded your page, the reader must have the feeling that’s just where he wanted to be. The purpose of your website is spotted at a glance and then the small titles come with explanations.


The ability to control and influence perception is the key to conversion.”


Content must be a dialogue with the audience. And for that you must be prepared with some answers. What are the needs of my audience? What is the strong point of my website? Nothing should be left to chance.

Few but valuable

In a first instance, the fight for a greater number of readers/ visitors seem to be obviously the key to success. It’s not quite like that.

It’s perfectly plausible. The man behind the computer must be motivated into another action. Because those who are willing to pay for content are the key to a successful business.

Tell a good story

Every media has its advantages and disadvantages. Television is counting on the image, the print generate power, but now he have to deal with the incredible high coverage that the online brings.


“You need your costumer to give you money. Visiting your story is not enough”.


Yes, you have the text, but then you add a photo. Plus a relevant video. A table. A map. Those are the steps to quality content.

How to capture attention?

The ability to control the eye flow is simple“, says Ivan. There are countless studies on the way each part of the human body works. There is an order in which our eye reads information on a webpage and then we must come to meet these rules.

And when a message must be highlighted, the technology obviously helps us. But remember, so a design to be effective, the script should be simple. This is because “everything start and ends with people“.

This was the highly appreciated Ivan’s keynote from ICEEfest 2015. He is coming back in 2016 with some great ideas about e-commerce and performance marketing. You don’t want to miss that. Book now.

Daniel Marton


Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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