The Four Personas: A Crash Course in Conversion Optimization

Another lesson from my “Conversion Optimization” training that applies to B2B marketing and buying behavior is called “the Four Personas.” As the course’s instructor, Bryan Eisenberg, explained, understanding the Four Personas is crucial to keeping prospects on your website and converting them to sales. They’re also integral to effective communication in general, should those prospects become clients. The Four Personas Eisenberg described were Competitive, Spontaneous, Humanistic and Methodical.

 

Competitive: Competitive people are looking for your competitive advantages. Why are you better than the competition? What are your qualifications? How can you help them look good? What can you do for them?  

Spontaneous: Spontaneous people are looking for confirmation that you can get them what they need quickly. They often need things last-minute, and are looking for affirmation that you can handle that. They are more undisciplined and are looking for why you are the best solution for them.  

Humanistic: Humanistic people are looking for who you are. Why should they trust you? What are your values? What will it be like to work with you?  

Methodical: Methodical people want to know the details. What is your process? What is the fine print? They want to see evidence of your experience. They are looking for how you can provide the solution.  

So, in order to optimize your ability to convert website prospects into sales, you must have information that appeals to their persona. And if it’s not presented in a clear, conspicuous manner, they will not search for it.  

To motivate people to buy, you have to appeal to how they make decisions (i.e. purchasing decisions). You then have to take all that into account when communicating with them – either online or off.  

Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.