And why does it matter anyway?
As a website designer, I deal with business owners who are trying to improve marketing results all day long. Many “um” and “aah” when it comes to the final design of their website. However, almost all will have specific ideas about what their website should look like, and what appeals aesthetically (to them). However, aesthetic appeal differs from person to person – or should I say from personality to personality.
“Birds of a feather flock together”
At iAMO Marketing Source, we have researched a vast array of big data material and what we have found is best summed up by the words of Priscilla A LaBarbera from New York University who said: “Significant effects were found for the overall (advertisement) appeal, image appeal, and purchase intentions when there was congruency between consumer sensing/intuiting type and visual imagery…” – Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles, 1998.
We have explored and analyzed everything relating to personality types (Myers-Briggs and the Big Five Personality Traits) from your target audience’s job position (and likely personality type), to the pronouns that most appeal to those specific personality types and how this should impact website design and content decision-making.
As they say, birds of a feather flock together and often have similar tastes. Big data backs this up time after time!
Why is Myers-Briggs important when it comes to Marketing or Website Design?
Myers-Briggs sorts personalities into 16 different types. Extroverts vs Introverts; Sensing vs Intuition; Feeling vs Thinking; and Judging vs Perceiving. Almost everyone does not fit cleanly into a single box, but rather is somewhere on a sliding scale between two opposites. For example: 60% introvert and 40% extravert will denote a person who prefers alone time rather than someone who enjoys being in a crowd.
Many scientific studies back up the relevance of Myers-Briggs when it comes to how a personality type likes to learn or take in new information (website content and layout); aesthetic preferences (design); likely income (target audience); likely job position (target audience); hobbies and reading material; and even some long-tailed keywords (SEO) are the topics of many scientific studies in relation to Myers-Briggs types or can be logically extrapolated once one has researched enough data. Of course, all of this material is highly important to someone, like myself, with an interest in consumer psychology and can be used to build a website that is highly attractive and built to convert!
What are Conversions?
So, imagine that you, the business owner are an ambivert 50% introvert and 50% extravert; but your aesthetic preferences stem from your teenage years when you were even more of an introvert. As a result, you like pictures of people alone in nature. That is the picture that inspires you! And that is the main picture you have chosen for your home page. Now, you are hoping to build a business and attract other business owners who are likely to fall into the category of being extravert… However, unbeknownst to you, most extraverts (according to big data) prefer viewing pictures of groups of happy people. Unfortunately, your solo nature lover picture will have no aesthetic appeal to your target audience and may cost you a sale or two.
So, as a business owner you decide you need traffic to your website to get some new clients. Your marketing agency builds an advertising campaign for you that sends some traffic to your website (that is custom built to your preferences). Let’s say that your website receives 200 targeted business owner visitors in a month, however, only 3% or 6 people take the desired action (perhaps give you a call to ask about your services). And as a result of sending 200 targeted business owners, you are only able to make 1 sale per month… You wonder, what could possibly be the problem? After all, you love your new website! However, unfortunately, your website is not built to convert. You have just a couple of seconds to capture your visitor’s interest… When your visitors click on your website and see your solo nature lover they can find no commonality with you… they judge a book by it’s cover and quickly bounce away. Your website is converting at a lousy 3%. You are losing money on advertising because your website is not converting more visitors to clicks/phone calls. You need to do something FAST to increase your website conversion rate!!!
We advise you to go back to the drawing board… OR hire an expert website designer who has the big data information that we have at our fingertips!
Our Marketing Research Process Deep Dives into
Your Target Audience Preferences To Help Us Make Better Marketing Decisions
I am sure that you agree that:
- You want to attract customers, and
- Many of those customers may not be of your own personality type, and
- Therefore, your aesthetic preferences may differ from those of your customer.
So, if you agree that your aesthetic preference differs from the person you are trying to attract, would you rely on your own judgement or would you rely on big data to make those final crucial decisions about your website’s look and feel?
You may say: Aah, but my friends all like my ideas – my reply to that is “bird’s of a feather flock together”… and how many of your friends would likely be your target customer anyway?
At the end of the day, a custom website is built entirely for your preferences, but a website built to convert customers is designed to attract your target audience!
We enjoy building both types of website – however, we only put our name on Website’s Designed to Convert!
Questions? Please call: (352) 215-7539 to speak to the Website Pros today!