Your customers, one size doesn’t fit all

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, 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?  Share it.  Written by Don Seidenberg.

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