A friend sent me this Marketing Sherpa article about a great web design approach: Build in a button for those Type A folks who just want the facts.
It’s clever idea. The article has links to the site, which is for an ad agency. I suggest you give it a look.
The idea does bring up a greater point: Are you identifying your target audience precisely enough to match their varying browsing styles and needs? Doing so isn’t all that far-fetched.
I’m a big advocate of persuasion architecture, which is a term coined by BrianÂ and Jeffrey Eisenberg of Future Now. It’s a process by which you segment the universe of customers and prospects visiting your site. Segmentation is by persona — which the brothers define as general personality archetypes. These are stereotypes, if you will,Â for how specific consumers feel about your site’s products or services.Â
It all sounds very squishy, and frankly I do find itÂ a little too high-minded sometimes. I’m more of the behavioral type. Generalizing on anything other than past actions canÂ sometimesÂ lead you in circles.
But I am nonetheless deeply indebted to the Eisenberg brothers for taking thisÂ idea andÂ extending it to the practice of buildingÂ pages that contain navigation and contentÂ unique for that persona. In other words, if youÂ sell online home security products, and know that a worried single parent is a key personaÂ type, be sure you address this person’s many questions and fears in a systematic way … and also, offer little other navigation or content along that funnel.
The object of persuasion architecture is to move people in an orderly fashion through their decision-making steps, one click at a time. The prize: To unfailingly lead consumers to a sale.
Persuasion architecture is a much-needed breath of fresh air. For the right site, I can see it rewarding Type A people for identifying themselves. And in doing so, rewarding the site owner with a higher sales conversion rate.