This is really interesting, and it seems to easily apply if you’re selling a single product, or service. But what if you sell multiple educational products, all by a single educator and your website needs to first persuade the visitor that you’re the right person to buy from, and then you need to get them to the right product in your catalog? For the first obstacle, we present all kinds of proof and credibility in the form of written testimonials, video testimonials, credentials, reviews by major press, etc. It’s very easy to overload the visitor with these things, hoping that something they read or see will cause them to make the first decision that they want to learn from you. So my question is, how do you know what and how much to provide on the homepage to get them past that first obstacle?