In my previous blog post, I described the four personas to optimize your landing page for. This post will give some tips for how to optimize your landing page for each of the personas.
First, I’ll begin with the competitive persona. Remember, the competitive persona wants to know how/why your product is the best and more importantly, how it can make them the best. Your landing page should include proof of your competitive advantages and demonstrate your credibility. When I see a high bounce or exit rate on a page, I can easily attribute it to a visitor with a competitive personality. Knowing they won’t give you much time because they work so quickly, use bullet points or an image, answering the questions on how your product or service is the better choice. Include compelling, honest and blunt information on a landing page addressing the competitive persona.
Make the buying process short and sweet. This persona will work through the process as efficiently as possible, disregarding any steps that waste their time and resources. Give them the keys to the car and let them drive.
Like the competitive persona, the spontaneous persona makes quick decisions. However, they need to make an emotional connection; they need to see product comparisons and customer testimonials. The spontaneous buyer is optimistic and impulsive. They search for immediate satisfaction, and are more willing to take risks than other persona types. The spontaneous persona wants to know why you are the best solution for their immediate problem. This persona still shops around for the best deal, but like I mentioned earlier, they will move much quicker, spending less time on the small print.
Keeping in mind that this persona skims through most information, it is important to use bullet points and bolding, with bursts and other elements that call out important information. Knowing how quickly they can get the product will help them make their purchase. They want immediate satisfaction and respond well to “overnight delivery” or “instant access” type messaging.
To sum up the spontaneous landing page elements: Don’t burden them with unnecessary details. Present them with easy to read benefits and/or quick descriptions of the product or service with a short buying process. Include bright colors and clear call to actions. To address their emotional needs, include customer testimonials on the page.
The humanistic buyers tend to be family-oriented, and care about personal growth for themselves and others. Much different than competitive and spontaneous personas, they tend to be slow-buyers, but are very open-minded when looking for a solution. They can also be very loyal to products, and the most important part of the process is building a strong relationship with the seller. When they are happy with a product, they like to share and recommend it, but, on the flip side, they can be just as vocal when they are disappointed. Customer service is important to them, sometimes just as much as the product itself.
Family oriented imagery tends to draw their attention, often times more than product imagery. Messaging of value, trust, strength and longevity are key.
To address the humanistic persona, your landing page should include views of your product from a human perspective. Tell stories about how other shoppers chose your product or service and used it to solve their problems. Answer questions about your company, who you are and who has chosen your product or service. Mention your dedicated customer service team for post transaction issues. Include prominently-placed trust and credibility elements like reviews, testimonials and any certifications you may have. When designing a landing page for humanistic buyers, always keep in mind that a strong relationship is key, before AND after the transaction.
The methodical persona is the most prevalent among online shoppers. The most apparent characteristic of the methodical persona is that they are comparative shoppers by nature. Most of the time, they know exactly what their problem is or what they are shopping for but need an extra push to tell them why your product is the best fit. While they are eager to solve their problem, they are also very quick to jump to your competitor’s site before making any decisions. The challenge can often be giving them as much information as possible, but still always driving them through the conversion funnel. They need time to research, evaluate, and come to a decision. So don’t rush them.
Since this persona is very slow moving and detail-oriented, your landing page must have long, detailed information that they can easily navigate through that explains what your product or service does and how it works. Like the competitive persona, methodicals aren’t trying to meet an emotional need, so you don’t need to include a “personal touch”. Keep in mind, that the other persona won’t scroll all the way to the bottom of the page, so make the content you place there relevant to the methodical persona. Your content should include detailed facts, hard data, graphs and tables that answer the question of how your product or service is the answer to their problem. In other words, include information that would bore competitive and spontaneous personas.