“But, he’s not like that dad.”
I remember this sentence being a part of almost every dinner conversation I had as a kid. My dad would urge me to stand up to a bully who was bothering me because he thought all bullies backed off when you got in their face. And I used to insist that my bully, the 200 pound kid with the vilest sneer I had ever seen was definitely not like one of those backing off kinds. But he made me do it and guess what, I was right.
Why am I telling you the story of the day I got my first black eye?
To explain to you that people are different. Their hopes and dreams are different, their decision-making capabilities and actions are different.
Understanding this fact is you taking your first step toward conversions.
Only when you will come to know your buyers will you be able to create a landing page that gets to them, that sparks them into taking the action that you want them to take.
Taking into account the understanding of different buyer personas when creating landing pages is you taking your final step toward conversions.
Every great salesperson is an outstanding judge of character; they can size someone up as they come through the door by the way they walk or talk and they then transform themselves into someone that their client will listen to. When a mom of three kids walks in they don’t bother explaining the mechanics of the washer and dryer but go straight to the safe for the children and environment bit.
This is how they make a sale. This is how they earn their commission.
I know what you’re thinking, how can you achieve this with your landing pages? Static pages that are made up of content that can’t morph itself into something else depending on who’s reading it, call to action buttons that don’t change color and forms that don’t change the length.
Nothing is impossible my friends.
All you have to do is understand the basic buyer personas or modalities and tailor your landing pages accordingly.
Buyer personas help you understand how your buyers or customers approach their decision-making actions and how they actually behave when they are making a purchase. This information helps you create landing pages that they are interested in.
Bryan and Jeffery Eisenberg were first to talk about buyer personas in their book “Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing.” The brothers put forward the idea that all customers can essentially be divided into four buyer types or personas i.e. competitive, spontaneous, methodical and humanistic.
Designing one landing page for everyone doesn’t work anymore. There’s no one size fits all formula when it comes to getting landing page conversions because a humanistic buyer doesn’t behave like a spontaneous one. For your landing pages to gather conversions you must first understand what buyer personas are and then you must recognize the type of buyer that makes up your customer base.
Every visitor that comes upon your page thinks of the same five letter question, the WIIFM- What’s In It For Me? But it is their unique persona that determines in what way they’ll approach the call to action button.
We have already identified the four buyer personas, what we are going to be doing in this section is giving each buyer persona an identity.
Because every buyer persona having its own identity is going to help you visualize the kind of buyer you are creating your landing pages for, you’ll actually be able to see them sitting in front of you while you make something that they won’t be able to pass up on.
To help with the visualization process we will assign names and characters to the four buyer personas- names and characters that you are all lovingly familiar with.
According to the Eisenbergs, the competitive buyers make up 5-10 percent of the buying spectrum. When you think of a competitive buyer think of Dwight Shrute someone who is always looking to be better than others around him, someone who makes smart decisions quickly, who is only interested in gaining a competitive advantage no matter at what cost.
Tom values speed and efficiency, he wants to feel a sense of achievement in whatever he does, be it clicking on your call to action button or getting the best value for money juice box. To convince Tom to click on your CTA button, you need to create a landing page that provides a logical reason for him to do so.
You need to explicitly mention the competitive advantage you have over your competition, give him proof of why you are the best don’t just say it willy-nilly, because he won’t believe you until he sees some reliable numbers. Tell him benefits that your service enjoys so he’ll be able to see himself enjoying those very same benefits.
Tom will love the 99 Designs landing page.
Tom will be all for the 99 Designs landing page because it gives him numerical proof of the service’s success. No tall claims, but actual digits that explain the benefits of the service and its success rate. There are testimonials from relevant people who have succeeded with the service.
There are endorsements on the page that again reassures Tom of the advantages that he’s going to get.
Harry loves to make quick decisions. He has a big smile plastered on his face all the time because he takes life as it comes to him. Harry doesn’t fret long about anything, he just takes what he gets and moves on.
Harry makes up 25-35 percent of the buying spectrum. If you want to entice Harry with your offer, get him to feel like he’s trying something completely new for the first time. He doesn’t rely on hard numbers but lets his emotions make the decisions for him.
He does get distracted easily, so your page must eliminate all distractions. Don’t be boring and conventional because Harry is not at all into that.
The Zapier landing page is perfect for Harry.
The background image of the page is in no way conventional. What’s more is that the image is interesting and playful. The copy is minimalistic and explains precisely what the service does. There are no navigation links present on the page to distract Harry from the CTA button.
Not only will Harry get to automate his workflow with Zapier but he’ll enjoy doing so.
Dick makes up 45 percent of the buying spectrum. Yes, the highest percentage- so you better pay attention to exactly what he likes.
Methodical buyers or Monsieur Dick takes all the time he needs to make a decision. He doesn’t just make a decision, he researches the facts, goes through the proof before he clicks the call to action button.
He keeps his friend logic right by his side when performing an action. If you’re looking to impress Dick you need to create a landing page with trust marks on it, proof of your service doing what it does and you can’t ask too much of his information, because he is likely to get suspicious.
When designing your landing pages for Dick make sure you have read everything you put on there because he will read the fine print for sure.
The Read It For.me landing page rings true with Dick.
The page presents Dick with a lot of detail to satisfy his thirst for knowledge. The headline shows what the service does for him; it turns entire books into 12-minute videos.
The page gives a list six reasons why he should sign up for the service. The service provides their contact number on the page so that Dick can reach them to satisfy any further questions he might have. The service doesn’t ask for unnecessary information, which is another thing that Dick loves.
Humanistic buyers make up nearly 15 percent of the buying spectrum.
Sally relies on her emotions to make decisions. She isn’t bothered with numbers, she wants to buy something she can relate to. She wants to buy something that can help her and the ones that she loves. Sally is swayed by storytelling and is inclined to click on the CTA button when her emotions are properly stirred.
The Pocketsavor landing page is the page for Sally.
The page highlights the relationship between mother and daughter. It explains the benefits of the service keeping in mind the perspective of the parents and the children. The testimonials are relevant and feature real parents. The profile photos of the team also engage Sally emotionally.
So, who’s your buyer? Tom, Dick, Harry or Sally?