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The way customers want to buy

February 28, 2003 |

You'll never increase your conversion rate by pushing what you want to do, the way you want to do it. Lots of individuals out there don't think, act, or feel the same way you do.

You’ll never increase your conversion rate by pushing what you want to do, the way you want to do it. Lots of individuals out there don’t think, act, or feel the same way you do.

Online efforts that don’t make allowances for different ways in which people approach decision making leave lots of money on the table.

To succeed online, you must construct the type of environment that leads customers through buying the way they want to buy. Your copy, decision paths, and creative designs must snag your various visitors, pull them in, and get them to take action.

Task-oriented visitors land on your site with a single question in mind: What’s in it for me? WIIFM is our abbreviation. Sound like your favorite radio station?

Visitors look to you to provide the answer to that question. It’s a big one. Your answer depends on things such as your unique value proposition, the products or services you offer, and your ability to instill trust and confidence. Most of all, the answer should be reflected in the way your site “speaks” to the four dominant personality types.

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