Established off line industries already know everything about their customers and clients and have well developed psychological profiles, so they are pretty successful at selling their products and services. Websites and online sites also need psychological profiles of their visitors and customers to be effective and in business.
Wal-Mart knows you’ll buy more bananas on Tuesday than any other week, and that selling Crest toothpaste at $2.49 increase sales by 11% than if you they sold it for $2.44.
Why Make a Psychological Profile?
It allows you to make decisions easier. If you know the your visitors come to your website to satisfy three different needs, than you’ll know what to hit on when designing and developing your site.
Getting better results. You will not waste time and resources on activities that get substandard results. You won’t preach mountain biking to geeks or car racing to nerds.
Components of a Psychological Profile
The Psychological Pathway I learned about the Psychological Pathway when I was studying direct mail advertising. The pioneers in direct mail advertising walked through what a customer thinks when he is dealing with the direct mail that comes in their physical mail box. That is where A|B testing came from and other tricks based on the thinking of people that dealt with direct mail.
You have to write down the thinking processes that occur in your visitor’s heads when they use your site. What are they thinking when they click on this button or that link? You need to know the difference in psychological needs of a Google visitor and a repeat visitor and treat each differently.
Needs what does the user need in his life that is not being fulfilled, which you can supply, this could be emotional, physical, or psychological
Personality types – Introverts, extraverts, caring, cold, driven, laid back, direct, and indirect.
Surveying â‰ (Truth or Fact)
Surveying is gathering information on the people’s self image and how they view themselves. People always view themselves and answer surveys based on how they view their ideal self. This is usually not how they are in reality. Looking at behavior gives you the true picture of their motivations.
After Action Questionnaire
Asking questions and surveying after a visitor or a customer makes an action is a lot more effective. The answers will allow you to peek into the thought processes of the person and see what lead up to the action. This will allow you to align what the people do, with what they thought they did.
There will always be exceptions to the rules and profiles that you build. Keep that in mind. You think you’ve covered the market that your site appeals to most, but you might find that a different demographic uses your site also.
Don’t fly with your blinders on. Start with a basic psychological profile of your site visitors and keep that in mind when building and developing your site. As you get more feedback from what works and what doesn’t and from usage and after action questionnaires, you’ll be able to modify this profile and further tone your messages to hit spot on with your target visitors and customers.