Episode 22: 7 Types of Customers and How to Convert Each of Them
There are seven different types of people that you're going to find coming to your site. And if you can understand who these people are in each one of their buckets, you're going to be able to help each one of them convert because they're all going to look at your site a little bit differently. So how do we understand who they are? And what do we need want to know how do we convert these people? Jon's got the answers! TRANSCRIPT: Announcer: You're listening to Drive and Convert, a podcast about helping online brands to build a better e-commerce growth engine, with Jon MacDonald and Ryan Garrow. Ryan: Well, Jon, welcome to the Drive and Convert podcast. You've done a lot of writing, to say the least. You've got some phenomenal content out there on the internet and as somebody that reads most of your content and speaks to you often, it's always good to read. So if you're listening to this, go find Jon and all of his content on his website. I highly recommend it. You will come away as a smarter human. But one of the fascinating concepts that at least for me seems fairly unique to your brain and at least the content you're putting out is the idea of there are seven different types of people that you're going to find coming to your site. And if you can understand who these people are in each one of their buckets, you're going to be able to help each one of them convert because they're all going to look at your site a little bit differently or want to do slightly different things. But I guess step one is just, how do we understand who they are? And then we want to know how do we convert these people? We've got them to the site. We know who they are, now how do we convert them? So I'm excited to hear about this because I can never get enough insight into how to make my businesses and my clients' businesses work better. But can you kick us off just by telling us who are the seven personas that you're seeing on the internet coming to websites? Jon: Well, thank you, first of all, for the kind of compliments on the content. I'm blushing over here if you can't see that. Yes, there are seven and a lot of people think, seven that's a lot. But the reality here is there might be some overlap in these as well, right? And these are all different types of people that you really need to address on your site. And so many people don't do that, that it really led me to write this content. So the first set of folks coming to your site are what I call lookers, right? These are people who are just looking. They're browsers, if you will, right? They're not after any one thing in particular, they're having fun just looking around. They want to see what you offer that maybe will catch your attention. Honestly, they may even have been just searching around Google for different types of products and ended up at your site, not necessarily by mistake, but they ended up there and now they're just looking at what you have to offer. Really you just need to understand that not everybody who approaches your site's going to buy. Most e-comm sites know that, right? Because their conversion rate's not a hundred percent or else we wouldn't exist. But the reality here is that you still need to address this audience. A second one to be thinking about is bargain hunters. These are people who are only at your site because you're having a sale or some type of offer. Ryan: Hopefully, it's not a discount. Jon: Exactly. That would be my point of view. But that's what they're looking for there. They're trained, as we have said, several times, they're trained to look for that sale. And so there are people, and there is a segment of folks who will only buy if something's at a perceived bargain, right? And they really want to see if they can find the bargain. Sometimes it's the thrill of finding the bargain that really gets to them. The third you really want to think about it as the buyers. Now, it seems pretty obvious, but some people are really on a mission. They know exactly what they want and they're there to get it. So they searched for the model number, they found your site, and they are ready to buy. And so you really want to facilitate that. A fourth is researchers. Some folks are just researching. They have a general idea of what they're after, but they want to compare those options and the prices. So, a lot of people will go to Amazon for this, but now, a lot of people are doing that on brand sites as well. They go to Amazon and they find the product they want but then they end up on your...