Conversations on Website Conversion discussion

Relatively few web users wander randomly to your site by accident. Instead, they’ve come there looking for an answer to a question, or perhaps a group of questions. Whether they landed on your site through a Google site, a PPC ad, or a link from another website, they clicked on your site because they thought you had something to offer them.

The question you must ask yourself then, is do you?
Do you have something to offer each and every visitor that comes to your site, or do you cater only to one type of buyer?

Chapter 12 thoroughly discusses the various buying modalities and personas. Buyer types (which correspond roughly to the psychological theory of the four temperaments) approach shopping and purchasing differently, meaning that you must offer something for each type of buyer on your website in order to capture the attention of the greatest number of visitors.

Good point this chapter makes on the need to not only have the landing page address the needs of these audience types, but to also provide multiple website navigation paths.

Additionally, this chapter makes it clear how you can address the four personas on each page specifcally by the order in which you place your information. Never would have thought of testing the order of bullet points. Do people really not read through them?

I'm used to being over inclusive in the hopes that something will stick in the eye of the visitor. Based on the WIIFM premise though, I may be attracting only the methodical buyers as they are they only ones getting to what they are looking for. The Spontaneous likely never make it to the information that I give them, at least if it is not on the top of the page.

Great way to think about testing to please personas!