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How to Hook Your Humanistic Visitors

Posted By Brendan Regan On December 9, 2008 @ 7:54 am In Improving Conversion,Personas,Psychographics,e-commerce | 8 Comments

[1]Grok readers are doubtless familiar with the four temperaments we at FutureNow use to form personas.  If you’re new to personas, we suggest you take a detour and read this overview [2] and then part 2 of how to get started with personas [3].

Assuming you’re familiar with the four temperaments, you know that one of the challenges of Persuasion Architecture is to satisfy the needs of the different buying modes on your website.  We generally recommend certain design principles for certain personas, but it’s often challenging to know how to satisfy a temperament if you personally aren’t in that Myers-Briggs profile.

Take me for example.  I’m an INTJ, which puts me in the Competitive profile, and I have Methodical tendencies (especially when shopping for something really expensive online).  I’m often at a loss to come up with ways to speak to Spontaneous and Humanistic profiles.  Maybe you’re in the same boat.

Screenshot #1 [4]

To that end, I found a great design approach for the Humanistic that I’d like to share.  I don’t know if the retailers over at Zappos subscribe to Persuasion Architecture or not, but they’ve implemented a subtle design element that I’d wager is extremely persuasive to Humanistic shoppers.  Notice on screenshot #1 (on the left), above the “search filtering” tool the little bit of copy about “Zappos Core Value #1.”  Intelligently placed near a picture of a person, the understated line of copy simply states that Zappos strives to “Deliver WOW Through Service.”  These core values rotate, so over time you’d be exposed to all 10 Core Values.

I like this approach for two reasons:

  1. It doesn’t get in the way of the other 3 Temperaments.  This single line of copy doesn’t shout and doesn’t overpower other important page elements like products and the ability to narrow search results.  It simply sits there, quietly and calmly, waiting for the Humanistic to gravitate towards it.  The picture of a person serves to perhaps act as a ‘tractor beam’ for Humanistics who want to know a bit more about who’s behind the website.  NOTE:  Most Grok readers are well aware of Zappos because they get so much “buzz” about their marketing, their site design, their Twitter presence, etc., but remember that there are people out there who are still first-time visitors to their site.
  2. Screenshot #2 [5]You can drill deeper to learn more. See screenshot #2 (on the left) for what happens when the Humanistic shopper clicks on the “Core Value” design element.  Visitors are taken to the Core Values page, where interested Humanistics can feast on Zappos.com’s forward-thinking values (the ones you could argue have made them a leader in their space).  They even add a testimonial as icing on the Humanistic cake!  They’ve devoted some real estate outside the active window to talk about shipping promotions and direct visitors back into the browsing/buying process. Well played.

Should your copy this approach on your site?  Not really.  But take it as inspiration to start thinking about the things that make your company and your website unique, and about how to present that information to Humanistic visitors without decreasing your persuasive momentum.

And when in doubt, we always recommend you test and optimize [6] to get to the optimum approach for your unique business.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/12/09/how-to-hook-your-humanistic-visitors/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2008/12/hook.jpg

[2] read this overview: http://www.grokdotcom.com/2007/06/29/2-ways-to-get-started-with-personas-part-1/

[3] part 2 of how to get started with personas: http://www.grokdotcom.com/2007/07/02/2-ways-to-get-started-with-personas-part-2/

[4] Image: http://www.grokdotcom.com/wp-content/uploads/2008/12/zetazappos1.jpeg

[5] Image: http://www.grokdotcom.com/wp-content/uploads/2008/12/zapposcorevalues.jpeg

[6] test and optimize: http://futurenowinc.com/marketing_consulting_services.htm

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