Your customers are not a monolithic group, who respond in the same way to your website.  Personality plays a bigger role than you think.

Good salespeople know this. They personalize their sales talk to the person they are speaking with because this increases sales. With the Targeted Persona Model, you can personalize your web experience and significantly increase conversion.

This model is based on the insights of the Myers Briggs Type Indicator, Keirsey.com and the Eisenberg brothers.

According to this model, there are four personality types. Each one has a different approach to reading a webpage. You need to create content that appeals to each personality type.

• Competitive (red 15%) – These are entrepreneurs, inventors and people who want to win. They are always interested in the bottom line. They’re not afraid to make decisions on the spot.

• Spontaneous (yellow 30%) – These are the craftsmen, composers and optimists.  They want to get a taste of life.  Give then a good reason to decide now and they can make a quick decision.

• Idealist (green 15%) – These are the teachers, counselors and catalysts for change.  They are interested in ideas and concepts. They make decisions on feeling and doing what’s right.

• Methodical (blue 40%) – These are the supervisors and providers.  They like structure.  They avoid mistakes, don’t like surprises and take time to make the right decision.

How good is this model? Canicas, a Dutch online marketing agency, doubled conversion rates for many of its clients. Canicas researched personality types. They found big differences in online behavior based on these four personality types. Read about their study in Dutch or English.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

Your webshop depends on traffic and lots of it.  However, traffic is very difficult to manage.  Schiphol Airport excels in helping people find their way (wayfinding) and creating a good user experience.  You can learn from their example.

Wayfinding consultants Mijksenaar designed the Schiphol wayfinding system to reduce passenger stress. Passengers receive the right information at the right moment to make the next step of their journey.  As a result, they never feel lost.

Developing a wayfinding system starts with the Expert Walkthrough.  The wayfinding designer walks every step the passenger does from the parking area until boarding the plane.  The designer makes sure all signage is clear, comprehensive and consistent. Passengers trust they will be on time for their flight.  Since they are relaxed, they are more likely to enjoy the airport’s shops and restaurants.

Like the airport, your webshop needs to create an experience where customers feel relaxed. You must present the right content at the right moment to help them in their shopping journey.  For example, good product descriptions and reviews help customers make informed decisions.  This puts people at ease and makes them feel confident with their decision.

Do your own version of the Expert Walkthrough and make the same journey as your customers – from home page until check out.  Your customers will begin and end their journeys in different ways so you need to plan for all possibilities.  If there’s something in your process that limits conversion, then you can discover what it is.

Schiphol’s focus on good customer experience has led to several awards.  Your webshop may not win any awards but if you stay focused on your customers, you will certainly be moving in the right direction.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

If you want your idea or message to stick, nothing beats a good story.  People relate to stories and gladly share them with others. President Obama uses storytelling to connect with voters in a personal way.

Storytelling can make your website more personal.  You need to start with a clear content strategy that defines your target groups, key messages and business objectives. Then build a story that connects those dots.  Here are two examples:

 Case study - To attract new clients, tell stories don’t sell features.  A case study is nothing more than a story that shows how your product or service solved a problem.  You can discuss the problem, the challenges and how your product or service made a big difference.

Career section of websites - To attract top talent, go beyond simple job listings.  Let workers tell their personal stories to new recruits in a video.  They can address issues important to future employees like career growth, corporate responsibility and diversity.

Potential clients and new recruits relate better to storytelling than corporate happy talk. That means there’s a better chance they will actually listen to your message.  In the coming months, President Obama will use storytelling in his re-election bid. This is an excellent opportunity to observe, analyze and learn.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

Web writers, interaction designers and information architects can learn a lot from Amsterdam Schiphol Airport. Like the airport, our work depends on good user experience and helping people find their way.

Many website navigations offer too many choices.  As a result, people get lost. At Schiphol, you can’t get lost. The signs are clear, consistent and easy to comprehend. You are always presented with information when you need it and in a logical sequence. You are never overwhelmed with choices.

Paul Mijksenaar and his team designed the wayfinding (navigation) at Schiphol to address the needs of the stressed traveler. At his firm, every project starts with an expert walkthrough. The designer needs to understand the psychology of the traveler at every step of the long journey, which begins when leaving home and ends when boarding the plane.

Each sign provides just enough information so the traveler can decide the next step in the journey. In the parking garage, you are presented with the choice of departures or arrivals. At this point it’s too early to receive information about check-in or flights.

According to Mijksenaar, a user friendly navigation has a big impact on customer satisfaction and trust. For Mijksenaar, good signage is like being a good host. It reduces stress, makes visitors feel welcome and sets the tone for a pleasant experience.

You can do the same when you create the navigation of your next website. To learn more about Mijksenaar’s wayfinding principles, visit their website or download the app: 99 do’s and don’ts of wayfinding.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

We are drowning in an online sea of information.  Online attention is the only currency that matters.  To succeed in this world of limited attention spans, clarity is critical.

When people visit your site, you have their attention for a few seconds.  Create a user experience that recognises the value of every second.  Here are six things to consider:

1. Good design - For many prospects, your site is their first introduction to your company.  Your design needs to present you in a positive light.

2. Navigation  - Plan your navigation from the perspective of the visitor.  If your navigation is clear and easy to follow, there’s a better chance people will find what they are looking for.

3. Clear message – The clearer the message, the quicker the visitor gets it.  If you are selling services, make sure the value you add is very clear.

4. Useful content  - Only publish content that is useful to your visitors.  Get rid of all self-promotional copy that provides no useful information.

5. Images  - If there are too many images on a screen, there’s a good chance your visitors miss the good stuff.  Make sure your images help tell your story or serve a useful purpose.

6.  Telephone - Sometimes people have questions.  Supply a phone number that’s easy to find.  Expecting someone to visit your FAQ section is a recipe for frustration.

Takeaway  -  Someone’s attention is a valuable currency.  Don’t waste it. Make it easy for people to have a short and pleasant visit.  Don’t let a lack of clarity get in the way.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

It’s time to start treating web content like a valuable asset. You can’t cut and paste your way to web content happiness. To benefit from your content, your company needs to have the right processes in place.

In Content Strategy for the Web, Kristina Halvorson outlines five steps to get you started.

1. Do less, not more - Focus on what is useful. Eliminate content that does not support a key business objective or help a customer complete a task like booking a flight. Less content is easier to manage and easier to use.

2. Figure out what you have and where it’s coming from - Content strategy is complicated. Planning to create, deliver and govern content requires input from different people. Do an audit of all your web content. Then evaluate the usefulness of all content.

3. Learn how to listen  – Do some serious listening. Ask everyone involved in the content process about their daily needs and challenges. And don’t forget to ask your customers what they need.

4. Put someone in charge - Empower someone to make decisions on what needs to be created, how it will get online and what happens to it once it’s live.

5. Ask why - It’s easy to publish content but should you? Only publish something if you have a good reason.

Having the right processes in place makes good content possible. So ask yourself what content do we need and why. And remember if you’re looking for web content happiness, less is always more.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

The web has been with us for about 15 years.  Yet, content still doesn’t get the respect it deserves.  We focus on tools, platforms and somehow forget that the web is about content.

Let’s make 2012 the year we get serious about content.  Good web content requires thought and strategy.  Simply put, you need to align your web content and business goals.  This is the heart of your content strategy.

List your short term goals, long term goals and plans for the coming year.  Know who you are trying to reach and the messages you need to tell them.   Then make a plan to achieve it.  Make sure you have enough content to achieve your goals but not too much.

Too much content makes it hard for people to find what they are looking for.   Content strategist Kristina Halvorson has an easy rule regarding what you don’t need.  Unless your content supports a key business objective or helps a user complete a task, it’s useless.

Kristina’s book Content Strategy for the Web teaches you how to create a content strategy and achieve meaningful web content.  If you want to take your website to the next step, hers is a voice you want to hear.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

Like George Bailey learned in “It’s a Wonderful Life,” you need to see yourself as others see you.  When planning web content, see yourself from the perspective of your web visitors.

Learn as much as you can about them.  Why are they visiting your site?  What are their needs, interests and concerns? The better you understand them, the more you can plan for a successful web visit.

If you’re a freelancer, your web visitors are potential customers. They want to know you are the best solution for their problem.  Include work samples.  Let them know you are easy to work.  Nobody likes to hire a talented prima donna.

Is your company a tech start-up?  Then your visitors are customers, job seekers and venture capitalists.  Tell customers how your products add value to their lives.  Show job seekers that your company offers a pleasant working environment and career growth.  Assure venture capitalists that your technology has a large growth potential.

Takeaway –  Good content starts with seeing yourself as others see you.  Understand your visitors.  Provide the content they need for a successful web visit.  If you are curious about George Bailey, watch the holiday classic “It’s A Wonderful Life.” It’s guaranteed to make you smile.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

Every year at this time, I forget about clarity and let the magic of Sinterklaas take me to another place.

I remember my first December 5 in Amsterdam.  There was a loud bang on the front door. When I answered it, there were two presents: one for my wife and one for me.  Both had poems attached signed by Sint and Piet.  I was both excited and curious.

I had only been in the country a few weeks and was feeling a bit blue.  Sint seemed to know this. That present put a big smile on my face.  There was no clarity as to who sent the present but that didn’t matter.  Someone thought enough about me to create a wonderful experience.

Takeway -  Only if you understand someone’s needs, be it a website visitor or a new neighbor, can you create a truly special experience.  And if you do, that person will never forget.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg

Franklin Roosevelt did it with radio.  John Kennedy with television.  And Barack Obama with social media.  You see, mastering a new technology and becoming US president is nothing new.

Barack Obama excels in Twitter.  His tweets about domestic policy connect with voters in a very personal way. When announcing student loan reforms, he tweets about Karlene and how his program will make life easier for her and her family.

Other tweets encourage citizens to get active.  In one tweet, he encourages voters to put pressure on senators to pass the “Veterans Can’t Wait Job Bill.”  Another tweet is about George and his mom going door-to-door to register new voters.  Obama shows how we can put others in the spotlight and use tweets as a call to action.

Unlike radio and tv, social media is a young technology.  It is evolving and there are still many lessons to be learned.  If you want to improve your tweeting skills, keep a close eye on Obama’s tweets.  I know I will.

Like this post?  Leave a comment in Dutch or English.  Or subscribe to my blog updates. Written by Don Seidenberg