What’s the average site conversion rate for a typical merchant today? About 2.4%. That’s pretty depressing when you think about it.

That’s the Lead question and answer in this intriguing article on TheMultiChannelMerchant.com. If you aren’t sending the right message, you Small business (or any business) will suffer the consequences online.

This really well thought out article talks about visitor personality types and how they respond to your website architecture. Pretty great stuff!

Before you begin analyzing the effectiveness of your content, you need to understand your visitors’ frame of reference. Every visitor does things for specific reasons. These reasons translate into four distinct preferences that explain the how and why behind what people do.

Once you understand the four basic personality types — emotional, logical, fast-paced, and disciplined — you can build perspectives or snapshots that give you insight into how your customers might want to purchase your products. From there you can adjust your site design, content, and creatives.

Your visitors fall into certain profiles that give you a better understanding of who each group is and what their mode of behavior is going to be:

• Fast-paced or spontaneous visitors: Hip, stylish, and fun-loving, these people look for impulse buys and in-style products and services.
• Emotional visitors: These people think in terms of family and relationships, and will look for what everyone else is buying, or whatever will most help them be socially involved.
• Logical visitors: This group wants to drill down into the details of your products or services and compare and contrast options.
• Disciplined or competitive visitors: These folks know exactly what they want and are on your site only to get it in a quick, methodical, and straightforward way.

The article go deep into the idea of designing a site for different personalities. Have a good read here.

Once you understand the four basic personality types — emotional, logical, fast-paced, and disciplined — you can build perspectives or snapshots that give you insight into how your customers might want to purchase your products. From there you can adjust your site design, content, and creatives.

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