A caring persona is concerned about other people; he is dependable and helpful to others. He is focused on credentials and traditions. Those with a caring persona enjoy spending time with their friends, but they are very serious about their responsibilities. This persona comprises around 15% to 20% of the population.[37]
The caring persona wants to know how your product and service helped other customers. This persona is influenced by the number of people who shop at your store. He wants to know more about your company, its founders, and its staff. He will read your “About Us” page trying to get a better idea about your core values. Because of this, it is important to personalize these pages and avoid generic information. Authentic testimonials can do wonders for someone with a caring persona. It’s important to offer these people a number of different reviews on your site, and show then that you are involved with your online and local communities.
Someone with a caring persona is slow to make a purchase decision. He is not disciplined in considering different alternatives, which makes selling to him a little difficult. This type of person will spend time on your site, and we recommend that you address this persona third.
These individuals are competitive, ambitious, and get things done. They trust their intuition and are looking for ways to get ahead. They are highly motivated and goal-oriented. Those with an aggressive persona are on a constant quest for self-knowledge and self-improvement. They hold themselves to a strict standard of personal integrity. The aggressive persona is rare, comprising as little as 5% to 7% of the population.[38]
The aggressive persona is the hardest to sell to but makes for a great customer. These people are usually determined to make a buying decision but will not settle for anything less than the best. They want to know how your product or service will help them beat their competitors. They will continue to shop around for the best offer and the best company, product, or service.
This persona will give the purchase decision the right amount of time. These people are disciplined in considering different alternatives.
Those with an aggressive persona are skeptical of companies, so you should provide them with facts to establish credibility and trust. Focus on showing how your offer will help them get ahead. You can pique the interests of someone with an aggressive persona by providing a good value proposition. You should address the aggressive persona first on the page with a strong headline and benefits list.
DON’T FORGET!
B2B and complex transactions will be carefully reviewed in a methodical format, whereas smaller individual customer decisions are more likely to have all four temperament types as buyers.
The ratio of temperaments within a population is 45% logical, 35% impulsive, 15% caring, and 5% aggressive.
Within a single page, you need to have language that addresses these four temperaments.
Persona creation is only the beginning of the conversion optimization process. Personas will guide you and help you customize your framework based on the highest impact points with the least amount of effort (LOE).