knowledge spectrum

Kevin Hale explains how to improve conversion rates by first checking whether conversion is actually the bottleneck, using industry benchmarks as context. He applies Jared Spool’s knowledge spectrum: conversion improves when a user’s knowledge gap with a product or interface gets smaller. His practical review method asks seven questions about the call to action, the product’s value, legitimacy, social proof, pricing, and help. He applies the questions to MeetingRoom.io and Divjoy, identifying ways their landing pages could bring users closer to the product’s “magic moment.”