I have a confession to make; I dislike overly friendly shopkeepers.
Most people I know love it when a smiling sales attendant bounds up to them as soon as they walk in. “What great service!” they crow. But me, I far prefer to browse in solitude, as I’m frankly intimidated by their enthusiasm. Carefully pouring over the product details, I’ll only flag down a salesperson when it’s absolutely necessary.
This (I hope) isn’t because I’ve got some deep-seated aversion to store attendants. It’s probably because I’m a bit of an introvert. Or, as the AI company Dotaki (formerly ZenWeShare) would say, I’ve got a Homebody personality type – I like staying in, tend to avoid big crowds, and am a fan of personal space.
‘Personality,’ from a scientific perspective, refers to the organization of a person’s internal life. Taken together, personality refers to the structure, process, and propensities that underpin an individual’s decisions and behaviors – including consumer behavior.
Unchanging over time and consistent over situations, personality as a marketing segment is especially salient in today’s consumerist society. Research has shown that consumers are much more likely to buy a product if the conditions that surround it are conducive to their specific personality type. During the online and offline shopping experience, matching messaging, copy, images, and/or UX to a customer’s psychographic profile can have significant effects on their engagement with your brand and product sales.
10 Personality Profiles by Dotaki
The significant effect of personality type on buying behavior – and how marketers can harness these traits to increase conversion rates – is at the heart of Dotaki’s product.
Using advanced machine learning methodologies, 100 thousand personality questionnaires, a database of 30 million consumers and a three-year collaboration with well-known psychiatrist Dr. Robert Courtois, Dotaki built a powerful algorithm that predicts website visitors’ personality type, based on how they navigate through a website.
There exists a set number of distinct personality types that most people can be categorized into. Through their research, Dotaki established the 10 most relevant to buying behavior, namely: the Quality Conscious, the Analytical, the Bold, the Emotive, the Hedonist, the Homebody, the Straight Forward, the Altruist, the Trend Setter, and the Conventional.
It is to one of these 10 personality types that Dotaki will class a website visitor, if you’ve got the algorithm working on your site. Once you’re able to segment your website visitors (new and returning) by their personality type, your website personalization possibilities become infinitely richer.
Case in Point: Modz
Now, we know what you might be thinking. Can people’s personality really be divined from how they move through a website? And does this honestly affect their buying behavior, i.e. conversion rates?
As an A/B testing, as well as personalization and user insights tool, AB Tasty was perfectly placed to put this segmentation methodology to the test.
To do just this, we ran a proof of concept experiment with Modz, one of our ecommerce clients. First, Dotaki integrated their algorithm into Modz’s site, which after a few weeks, allowed them to create audience segments based on their visitors’ personality types. (Note: these profiles are slightly different than the official Dotaki 10 shown above, since this was a custom test – you can find the equivalencies in the graph below). Then, with our Chief Data Scientist Hubert Wassner at the helm, AB Tasty launched an experiment designed to measure whether these segments behaved differently enough to be considered statistically viable. The results proved that they absolutely were.
More importantly, however, the experiment also revealed that certain personality segments converted significantly better – or worse – than the average. The ‘spontaneous’ segment, for example, converted 136% better than other visitors, whereas the ‘conventional’ segment converted 54% less well.
This kind of information is invaluable to marketers. These otherwise invisible segments can then be targeted with the right messaging, images or engagement techniques to increase conversion rates for low performing segments, or to put extra advertizing dollars and resources into high performing ones.
With a personalization platform (like AB Tasty or similar), personalizing the online user experience according to the visitor’s personality type is likely to be the next frontier for customer experience experts and marketers alike.
Best Practices for Engaging Personality Segments
Now, if segmentation by personality type is new to you, you might be wondering how best to engage each of these 10 different personality types. Luckily, Dotaki has a few tips to share:
Differentiating the check-out process
Most marketers encourage first-time website visitors to create an account before finalizing their purchase. After all, it’s the first step in creating a long-term relationship with clients. However, certain personality types, like the Bold and the Straight Forward, balk at this step – they’re caught up in the fleeting pleasure of purchasing, and certainly aren’t thinking of any future relationship with the brand. For these segments, you’ll have better conversion rates with a guest log-in approach.
Adapt your reasoning
Marketing teams often have trouble deciding what product characteristic to highlight, or which argument to choose to convince prospects to buy. This is only natural, since, as we know, different people are susceptible to different rationales according to their personality. To increase conversion rates, choose arguments that will speak to the audience segments that most frequently visit the site, or even create personalization campaigns specific to each segment.
|Analytical||100 dollars donated = 50 trees saved|
|Altruistic||Save nature, save humanity|
|Emotive||Mother nature is in danger, you can save her|
|Homebody||One click from home is all it takes to help|
|Quality Conscious||WWF, safeguarding nature for 45 years|
Modify your images
Different personalities are more or less attracted to different types of visuals. For example, Hedonists and Altruists will react more strongly to images which feature people, whereas Analytical types will focus more on the product itself.
We’ve all heard about the benefits of website personalization: Create more relevant experiences for your website visitors. Cut through marketing noise and stay top of mind. Propose the right product at the right time. To do this, you need the right data, and many marketers and CX professionals have already experimented with behavioral and demographic targeting. Now, with advanced algorithms like Dotaki’s – coupled with a personalization platform like AB Tasty – you can take your personalization campaigns to the next level by segmenting via personality.
Curious to see how this kind of strategy could work for you? Reach out to Dotaki’s team at firstname.lastname@example.org to learn more about segmentation by personality, or chat with us at email@example.com to learn more about A/B testing, personalization and CRO.