“Everybody’s different.” We all know that intuitively, so let’s take a closer look at how you can accommodate their differences and increase conversions.
When creating copy for your website personas, take into consideration personality. Generally speaking, people can be classified into four types: Spontaneous, Humanistic, Competitive, and Methodical. Each type of person has specific needs and goals when they go to your website. Each of the four types has a different way of looking at your website. They are primarily looking for the answers to their questions. Here are some ways to satiate their desires for knowledge and move them closer to The Sale.
Spontaneous
These are fun-loving people who tend to skim pages and jump around the website. Bolding key points on a page will help them gather information in a way that is natural for them. Notice that you can get the gist of my articles simply by reading the bolded parts. Another thing I do is give them lots of links to (umm) spontaneously jump around to. The jumping around should lead them to the answers they’re looking for. Done right, it would be like having your FAQs woven throughout your website.
Humanistic
Humanistic types will read a lot of your website. They feel that that by buying from you they’re putting their trust in you and that your product will perform as promised. They need reassurances from you and you have to prove to them that you have integrity. They’ll look for reassurances from others too, so testimonials are very important. Typical marketing hype and clichés are easily spotted and are a quick turn-off, so “just say no” to clichés and hype ;-). Three of the most important facets of humanistic folks are they are often buying, researching, and recommending for others. Make it easy for them to do that.
Competitive
Why should I buy from you and not from your competitor? What benefits do I get from you that they can’t provide? Those are the kind of questions at the top of a competitive person’s mind. So set the tone right away - establish your credentials and your unique selling proposition on your home page. Lead the Competitive type to a page that compares you against your less worthy competitors.
Methodical
These folks read everything. They have the most questions about your product or service. (I’m a Methodical. I often find myself in situations where I know a product or website better than the business owner!) Satisfy their needs for lots of data with structured copy, bullet points, and factual information. Start the copy on the page light and increase the level of detail as you progress down the page. This will satisfy the Methodical folks who want more info and won’t be a hurdle for the Spontaneous who won’t get to the end.
Now, go back to your personas and give each at least one personality type (some may be a mixture of two with one of the types being dominant) Then look at your website through their eyes. See holes? See places to make more sales? Hmmm… GOOD!
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