Crafting a Website with Personality Types in Mind
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We are all different. Some of us prefer to know every detail; others come to decisions in a matter of seconds. For you, authority may be the main deciding factor, while for others customer feedback is the main selling point. How do you know what your customer will respond to? This three-part series will explore how different kinds of customers approach their buying decisions based on their personality types, and how you can cater to what each type needs to know before they buy from you.
In this article I cover four main personality types. I will explain how those personality types view websites and make decisions, and how to craft a website to sell more effectively to each. This idea has been thoroughly explained and proved by FutureNow, owners of the marketing blog GrokDotCom.
Four Personality Types
No two people are identical. Everyone has talents, unique abilities and nasty hang-ups. There are, however, four personality types to which one can effectively market. Those personality types were tested over and again in design, copy writing and advertising, and experiments have proven that it is possible to raise conversion rates when these factors were applied appropriately. These personality types are not new, but were identified centuries ago.
Many of the great philosophers who have dabbled in theories about personality have identified four dominant temperaments. In 370 BC, Hippocrates identified them as Sanguine, Choleric, Phlegmatic, and Melancholic. Carl Jung (1875-1961) called them Feeler, Thinker, Sensor, and Intuitor. More recently, David Keirsey identified Idealists, Rationals, Guardians, and Artisans.- Waiting For Your Cat To Bark
Myers Briggs classified those personalities as SJ, SP, NF and NT. Ken Evoy calls them boss, empathizer, mixer and ponderer, while Bryan and Jeffrey Eisenberg dubbed them Methodical, Spontaneous, Humanistic and Competitive.
Each type is distinct. For purposes of description, and to help keep their natures straight, I'll categorize them with a mix of David Keirsey and Myers Briggs:
The Guardians SJ
The Artisans SP
The Idealists NF
The Rationals NT
Next: Meet the Four Personality Types: Guardians and Artisans >>
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