Your eCommerce website presents a perfectly logical reason why a shopper should buy your product. Yet people aren’t converting. Why?

Chances are, you are not appealing to shopper’s emotions.

According to this great article from, you can divide customer’s emotions into four different profiles: Analytical, Amiable, Expressive, and Driver. These personality types have a secret requirement that needs to be fulfilled before the shopper will feel comfortable making a buying decision.

Luckily, we have a list of those secret requirements:

  • Analytical shoppers need to feel confident in their understanding of the product’s specifications and value proposition.
  • Amiable shoppers, who trust their gut feelings, need to feel good during their buying experience or will eject.
  • Expressive shoppers need to understand how they will feel once they possess the product- how will their relationships with others improve?
  • Drivers need to feel as if they’re in control of their shopping experience, and not feel sold to.

Does my site have enough information to satisfy an Analytical?

Do you link to quality articles backing up statements you make? Are you presenting yourself as an Expert? At first blush, it seems like an Analytical shopper

One of our web design clients, Paris Hilton Skincare, has filled a website filled with satisfying information.

Skincare is an industry replete with analytical shoppers, so we made sure to include an accordion section on Paris Hilton’s product page, containing all the information such a shopper would need to feel confident in the effectiveness of this product.


Paris Hilton Graphic for Personality Types Example


Additionally, they have included features and benefits on the collections page, so shoppers can understand the purpose each product has.


Paris Hilton Products Case Study


Since implementing this change, Paris Hilton Skincare has seen a 33% increase in their conversion rate, because they are appealing to shoppers who are making considered decisions, as well as Paris Hilton fans.


Increase Online Store Conversion Rate Graphic

Is your information easy to get to, to satisfy a Driver?

The best example of a Driver’s shopping behaviour is a five-year-old kid in a grocery store. He doesn’t want to be forced to go down the vegetable aisle, he doesn’t want to wait until checkout, he wants his lollies and wants them now.

So to appeal to Drivers, think of a little kid who knows exactly what he wants, and doesn’t want to be taken down the vegetable aisle. Does your website let visitors be in control of their shopping experience?

Our latest Go-Live appeals to Drivers, literally: Savage Performance and Spares. Their old website navigation looked like this:


Case Study Website Example


There’s too many options, too many filters, and generally perplexing. A Driver would be liable to get frustrated by this experience, and leave, once the idiosyncratic navigation has made them feeling frustrated and impotent.

So for Savage Performance’s re-design, we turned their top menu into a “Mega Menu” – allowing you to get into the exact collection you need to be in, in a single click.


Savage Website Example for Persona's


What was the result? They had a 58.41% improvement in their conversion rate. All their website had to do to be successful was to make it easy for Drivers (a majority of their customers, since they sell premium, specialized automotive components) to find what they need.


eCommerce Conversion Rate Graphic

Are you telling Expressives how purchasing your products will improve their lives?

Are your product’s benefits clearly expressed on your product page, and backed up with real testimonials? Is there a way for Expressives to communicate their experience post-purchase? Can they tweet you a picture of themselves using your product?

Patney, one of our growth clients, does a great job of communicating to Expressives. First off, their home page includes a tagline that explains the benefit of the product, and demonstrates with an image the feeling you should have with correct use of the product.




They also are sure to include Testimonials on their home page, as well as an awesome video explaining how a Patney anti-snoring pillow can improve your life.


Testimonials to Appeal to Buyer Personas


After we implemented these changes on the home page, Patney saw an 87% increase in their online store’s conversion rate. We highly recommend checking Patney out, their website does a great job of targeting all four personality types.


Increase Online Store Conversion Rate

Are you building rapport with an Amiable?

Are you showing that you understand the pre-purchase frustrations the customer is probably experiencing? Are you demonstrating the problem that your product solves? When shopping on your site, are you making visitors feel confused, or empowered?

Our client Layla Kaisi Collection makes bespoke wedding rings—personal jewellery brings out the Amiable shopper in all of us, since you’re trusting someone else with a lot of money to create a piece that reflects an aspect of yourself. So for Layla Kaisi, we made sure that this information was communicated clearly, and made it a focal point of her conversion funnel.


Appealing to Buyer Persona's Case Study


She also has a blog where she can expand on her design ethos, showing more of the people behind the business, creating more surface area for Amiables to bond with.




The result? In the 66 days Between October 10th (when she went live with her new site design) and today (December 5th), she’s experienced 50% more Bespoke Jewellery contacts, versus the previous 66-day period.


Okay, but how to I get them to buy?

Okay, so it’s great that we can change the design of the website to accommodate customers, but how does that bring us to more conversions?

The first step is to have a streamlined shopping process, to reduce falloff.

Take a look at the number of people who visited this website’s checkout, versus those who completed checkout.


Website Checkout Graphics


On average, there is 22.71% falloff between each step of the checkout process.

Imagine if there was an extra stage in this checkout process. That would cost an extra two Completed Checkouts.

Why do customers do this? Simply, it’s human nature to get distracted, or second-guess oneself before making an important decision. Whenever the checkout is asking for information, it’s also implying the question, “do you really want this?”

Just as all chairs are designed for the size of an average human, eCommerce checkouts are designed for the flightiness of the average human, and ask “do you really want this?” as few times as possible.

We can extrapolate this idea to the rest of the site:


Website Graphics for Checkout on Google Analytics


On average, there is a 49.03% falloff from Home Page to Checkout. If there was another step in this process (for example, a Collections List in between the Home Page and the Collections  page), there would be 25 people reaching checkout, instead of 51.

So by reducing falloff, you are creating an optimized sales funnel. This pleases Drivers and Amiables, who value a experience that is easy and empowering. But how do you cater to Expressives and Analyticals?

Simply, put reviews and factual information on the product, collection, or home page, rather than on a separate page. This will keep them on target, and they will go down the funnel naturally, as they conduct their research.


Most eCommerce websites simply present their offer, and expect buyers to roll in. There’s nothing wrong with this—in order to make sales, your offer has to make logical sense. But in order to get a person to make a buying decision, your offer also has to make emotional sense. Human emotions are a maze in a minefield, but these four personality types will help you speak to the shopper’s emotions, build trust, and help them come to a buying decision.


Let’s talk about how we can help your customers come to a buying decision, and double your conversion rate. 

We work with clients on a month-by-month basis to provide custom analysis & data-driven strategies, to optimise and increase online conversion rates for eCommerce & business websites.

If you are serious about growing your business, click the button below.


by Ross Ozarka
December 10, 2018


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