Hundred Dollar SEO

Continuing from the understanding customers post, today I am tackling a more complicated explanation of buying decisions.

The temperament description is a common introduction to the concept of how people engage information. However, companies like Future Now internally use a more complicated system — like the Meyers Briggs Type Indicator. MBTI splits each of the temperaments into 4 groups, for a total of 16 distinct personality types.

The basic structure of the MBTI asks the following questions:

1. Do you prefer focusing internally vs. externally? (Extrovert or Introvert)
2. Do you focus on raw data or interpretation? (iNtuitive or Sensing)
3. Do you make decisions based on logic or circumstance? (Thinking or Feeling)
4. Do you prefer making final decisions or leaving decisions open to change? (Judging or Perceiving)

The four Temperaments as described at Future Now:

The Spontaneous (”SP”; Sensing-Perceiving)
The Competitive (”NT”; iNtuitive-Thinking)
The Humanistic (”NF”; iNtuitive-Feeling)
The Methodical (”SJ”; Sensing-Judging)

Your type is your preference for interactions. You can take a 72-question test here to approximate your type, if you don’t already know. When you start to build a mental picture of these personalities you will get a sense of how they perform tasks differently. The hidden trap in the temperament framework is introducing context.

An example of context:

I am an ENFP — Extrovert Intuitive Feeling Perceiver. But in my work life I do a lot of research, and I create strategies. Meaning that I spend 6-8 hours per day being a Thinker. So according to the temperament system part of the day I have a Competitive approach and the rest of the day I am Humanistic. To complicate matters even more I was raised in a family that, for various reasons, was low-detail, meaning that results are more important than process. I rarely deviate from a Perceiving mindset; “plan for change” is one of my mottos. Consequently I often finish my transaction process from a Spontaneous mode.

Since you can’t pin down every individual you want to create buying environments that satisfy as many mindsets as possible. You never know when your visitor will switch from one buying mode to another, and they do often switch.

Take a minute to look at your offers. Do you support your visitor changing their goal? Can someone easily, one click, switch for research to transaction? From transaction to upgrade? From testimonial to specifications?

Maximizing your conversions is not always the single path to action. Often maximum volume comes from creating many interconnected paths, one-step at a time.

Tags:   content development · conversion · Design · landing pages · SEONo Comments

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