Buying Rituals of Common Personas and Archetypal Visitors
An effective way to understand your target market's motives is to create personas that represent the
archetypal visitors that come to your site. This is a common approach you will find in
Future Now's Persuasion Architecture
and Alan Cooper's Goal-Directed® Design.
The easiest way to understand personas is to look at the "buying rituals" that characterize several common personas. Here are several you have probably encountered.
The Gear Head: Wants to know the technical details. Construction materials, specifications, limits and tolerances, prerequisites, etc.
The Status Seeker: Needs proof that it's cool and will make them look cool.
The Practical Shopper: Wants comparison to other options and clear explanations as to concrete benefits.
The Visionary: Interested in innovation and creativity. Wants to see what makes it special, outstanding, ground-breaking.
The Nervous Nellie: Needs reassurance that the risk involved is minimal. Warranty, Guarantee, Service standards, support options.
The BigPicture type: Needs to have the overview and see the relationship of the parts to the whole.
The "Full Service" customer: Wants to be taken care of every step of the way. Believes in leaving all the complexity to the experts.
The "Do It Yourselfer": Wants to understand exactly how the product works and take a very active role in selection, configuration and implementation.
The Doubting Thomas: Isn't going to take your word for it. Needs to see independent opinions on your product.
The Thorough Researcher: Simply wants to know everything there is to know before making a decision.
Personas and archetypal visitors are at the core of the ROI Web Solutions
website marketing strategy.
To learn more about how we put personas and archetypal visitors to good use see Motive-Directed Design™.
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