The Door4 Mug shot interviews - as much as you can find out about Emilia in the time it takes to drink a brew.

Bruce Wright: Are you in control of your product data? | Ahead of his talk for Door4’s Decoding Digital, we caught up with Pimberly’s VP of sales & channel.

We asked Door4 Optimisation Consultant, Conrad Grimshaw... How do you discover what website visitors think, feel, want and need?

Rob Hallam: Never lose sight of your audience | Ahead of his talk for Door4’s Decoding Digital, we caught up with Bigtank’s MD

Chloe Sinclair: The importance of testing | Ahead of her talk for Door4’s Decoding Digital, we caught up with UserZoom’s remote user experience testing specialist.

Kevin Robinson: Using data to improve rather than prove performance | Ahead of his talk for Door4’s Decoding Digital, we caught up with Brainlabs Digital’s data strategist.

Each time you make a subjective assumption of what will enhance your conversions, you risk derailing progress and losing money. UX testing is the only way to safeguard capital investment on website development - and it gets better results.

Your customers want information fast. If the design of your website is confusing, they’ll go somewhere else. Creating instant clarity supports the human preference for instinctive decision-making and makes the sale.

The human brain is impulsive and favours speedy decisions, but it’s also highly emotional and loves a good story. Identifying the right words means tapping into the driving motivations at each point in their journey.