Polarize and Convert

Joe and Larry run a site called scubatoys.com.  Joe and Larry have two very different personalities and make product recommendations on completely different criteria.  Here are some examples–


I believe this approach to selling improves conversion rates. Here’s why–

1. It gives shoppers 2 unique perspectives.
2. It humanizes the site. Makes it seem authentic.
3. Both Larry and Joe are experts in scuba gear and though they often have divergent views, taken as a whole, it positions scubatoys.com as an authoritative destination.

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