Have you ever thought about why certain things belong on your website? I’m a firm believer that every element should serve a purpose, otherwise, it’s just clutter! If you’re selling a product or service, then your website needs to cater to how your customer makes decisions. And not all decision maker types are the same.
So today, I’d like to share a little psychology behind how we make purchasing decisions. Then, let’s unpack the key website features to get someone to click “Buy Now” or “Contact” based on the decision maker types. Now, let’s get started!
Fast + Emotional
The Spontaneous Decision Maker Type
Spontaneous decision makers are fast and emotional. They know what they want and need it now. The goal of your site is to get them where they need to go in as few clicks as possible. They are looking for tools at the top of your site so they can click + buy!
Important website elements are:
and an informative hero section
Slow + Emotional
The Humanistic Decision Maker Type
Humanistic decision makers are slow and emotional. They want to feel connected to you and need some time to warm up to your brand. These types of buyers are looking for your human side and will often click through to the about me page.
Key features they will look for:
pictures of your friendly face on the site,
glowing testimonials or case studies,
and will seek out your about me section.
Slow + Logical
The Methodical Decision Maker Type
Methodial decision-makers are slow and logical. They want all your data and will take their time assessing it thoroughly. Does your website check their list?
Your site should include:
and lots of features.
Fast + Logical
The Competitive Decision Maker Type
Competitive decision makers are fast and logical. They are looking for similar things as the methodical decision maker but will skim & scan your words.
Your website needs to:
use text hierarchy by changing up font styles & sizes,
consider pricing tables with side-by-side comparisons,
and have bullet lists to get your point across swiftly.
Lastly, it’s good to consider the order of all these elements on your home page layout. For example, the top of your website should mostly be designed for spontaneous types otherwise you’ll lose them in a few seconds. The slower humanistic and methodical types can be a little more forgiving. They will scroll a little until they find what they’re looking for so these features can come mid-page.
Now, I’d love to know what decision maker type do you think you are? I’m 100% a humanistic decision-maker!