Most of the time, this can be summed up as ... "Show me the money!" It all starts with a conversion optimization strategy, appropriate objectives, an actionable plan and finally a proven way to test. Then retest.
I generally make users do whatever the business objectives call for. In most simple forms, this generally means… turning visitors into customers. However - it could also mean increasing subscriptions, mobile app downloads, product review solicitation, social sharing, etc.
Unfortunately - it's not as simple as some nifty UI and beautiful photos. Everything from traffic sources, landing pages, site performance and browser testing plays a factor.
In short - I’m the nerdy equivalent of a hypnotist - assuming the hypnotist made people sprint through sales funnels like they stole something.
“I’m the nerdy equivalent of a hypnotist - assuming the hypnotist made people sprint through sales funnels like they stole something.” - Me again