We’re all different. We each have our own individual style. I have identified six recurring patterns of behavior that I identify as specific “online personality types”. Statistics show that a customized user experience increases conversions. Taking personalization to the next level means more than just greeting customers by name or profiling personas. To ameliorate customer experience optimization is to understand the six main online personality types and customize their experiences for them.
About the guest author
Maya Nix is a marketing evangelist in the growing field of digital customer experience at ClickTale.
Six online personality types
Dr. Liraz Margalit has studied how users interact with web content and has identified six patterns of online behavior. By giving users choices that are relevant to their personality and behavior, UI professionals can contribute to skyrocketing conversion rates.
The 6 personality types are the Wish Lister, the braind-oriented visitor, the rational visitor, the maximizer, the satisfier, and the hesitator.
The Wish Lister
The Wish Lister add products to shopping carts, but rarely complete a purchase. This phenomenon is typically exhibited by women whose thought process is along the lines of “there are so many things I want but know I can’t have”. The driver behind this behavior is the sense of possession the act of putting things in the shopping cart gives. The Wish Lister feels a sense of ownership over the products even without buying them.
Increase conversions for the Wish Lister
Your goal is to encourage the Wish Lister to move beyond the shopping cart into a conversion or sale. Track what items were put in the cart and use any opportunity you have to remind the person about the left items – and that they might be on sale.
In email campaigns or upon returning to the site, you could show which items left in the abandoned cart is on sale, or you could offer a coupon code for completing the transaction.
These types of customizations for the Wish Lister will enforce the valence effect – the tendency for people to simply overestimate the likelihood of good things happening. It will help her transition from “I know I can’t have this item” to “this is a sign that I should buy this item.”
The Brand-Oriented Visitor
The Brand-Oriented Visitor is driven by emotion. Often, people with this online personality type will be tracked “playing” with an item – changing its features, colors, and add-ons.
Psychologically, Brand-Oriented Visitors are impulsive and irrational. They want to understand what it would feel like to own the product and care less about rational considerations, such as price or practicality. This type of e-commerce visitor replace the logical sequence of consumer activity with an irrational moment of self-gratification, purchasing items that are neither functional nor necessary.
Increase conversions for the Brand-Oriented Visitor
Your goal with this persona is to appeal to their emotions and drive them to action. Limit details and specifications that may seem superfluous to the Brand-Oriented Visitor, and use stimulating images and vibrant colors.
The trigger is emotional arousal. Multiple colors and accessories will be tried out as the brand-oriented visitor imagines how it will feel to own the product. Rational parameters like price and ease of use are given less weight in the purchasing decision. Logic is replaced with irrational moments of self-gratification as this kind of visitor purchases items that are neither functional or necessary.