All the traffic in the world won’t mean much if your website doesn’t convert that traffic into paying customers. But when it comes to conversions not all people will react to your words in the same way. Though there are an infinite number of personalties they can be reduced to 4 distinct personality types for the purposes of conversions, each of which will need to be converted in a different way.
Why Improve Conversions?
Before talking about the different kinds of personality types let me first attempt to convince you of the merits of improving conversions on your site. Suppose you get 100 unique visitors to your site and of those 100 visitors 1 person makes a purchase. In that case you’ve converted 1/100 visitors and your conversion rate is 1%. Now one sale is great, but wouldn’t two be better? Since your site is converting at a rate of 1% you’ll need to bring in 200 visitors if you want to make 2 sales, 300 visitors for 3 sales and so on. Obvious stuff right. It might not be so hard to get another 100 visitors, but at some point finding more traffic can take a long time and it’s a never ending process to attract visitors to your site.
So instead of constantly looking for more traffic why not just work on your site a little to increase your rate of conversion. Make some improvements to your site and raise your conversion rate to 2% and you’ve already made that second sale. What’s more you’ll be getting it for every 100 visitors that comes to your site. Same traffic yet more customers. And as you do get more traffic your site will continue to generate sales at the new higher rate of conversion.
You may have heard of the Myers-Briggs Personality Type Indicator. It’s often used to help you determine your personality type and help you in choosing what careers you might be good at. At least that’s where I first came across it. it’s good for a lot more than career choices. Well the personality types we’re talking about here aren’t exactly the same thing. In fact Myers-Briggs uses four different criteria to come up with 16 different personality types. Though since I brought it up here’s a link to The Myers & Briggs Foundation. The four personality types we’ll be talking about though can be seen as deriving from the Myers-Briggs personalties so it wouldn’t hurt to understand them a little too.
The four conversion personality types come from the conversion gurus at grokdotcom who have defined the personality types as amiable, analytical, expressive, and assertive. While all people are looking to know “what’s in it for me” (WIIFM) when deciding to make a purchase on your site, each of these different personalities will want to know the answers to different questions to find out what is in it for them.
If you want to convert each of these different personality types you need to answer their different questions on your website. And to do that you’ll need to know a little more about what each personality type will respond to in your text. So let’s look a little more at each of the grokdotcom personalties.
Amiables are friendly, outgoing people and are concerned with uniqueness and your unique proposition. They are spontaneous in nature and will be looking for assurances and for you to address the value of your product or services. Amiables will mostly be concerned with the answer to the question why. Why are your products better? Why will your services help me more than your competition? Why should I spend my money on your solution?
Analyticals are organized. They are fact seekers, businesslike in their approach to information and making decisions. They want clear data presented in a logical way as proof that your solution is the right one for them. To convert analyticals you want to answer the question how. How are your products better? How do they compare to your competition? How can you prove your solution is the best?
The key to expressives is their need to belong. Expressives are social by nature feel purpose to belong to something larger than themselves. They tend to be nurturing and relationship oriented and are typically slow to come to a decision. They will mostly be concerned with answers to the question who. Who else has used your products? Who has benefited from your services? Who has found your solution to work for them? Think testimonials.
Assertives are naturally assertive. They thrive on competition and challenges are are often preoccupied with curiosity and learning throughout the entire day. They want to remain in control, are goal oriented, and will be looking for choices and options. The question assertives want answered is what. What can your products do for me? What different services do you offer? What benefit will I get for going with your solution?
The descriptions above only scratch the surface of the different personality types. For more about each I encourage you to visit the grokdotcom website. All the information here really comes from there and while I’m happy to share what I know, what I do know I got from them. My intention was mainly to make you aware that not everyone coming to your site will respond to your words in the same way. It’s possible more of one personality type will visit your site than another, but all will come and you’ll want to have something there for them when they do. Keep in mind too that most people aren’t going to be 100% of any of these types. Most of us are all four personality types to varying degrees and so having language on your site for each or the different types will help convert even if most of your visitors are heavily of one type. Maybe those Myer-Briggs types are much more meaningful than I first let on since they use four distinct criteria in different amounts to come up with their 16 personalities.
Conversions are important to any website whether that conversion is making a sale, getting a visitor to sign up for your newsletter, or just having them click to another page of your site. Different people though respond to different language and if you want to convert as many of them as possible you need to understand the who, the what, the why, and the how of conversions and personality types.