Persuasion Architecture is based on Bryan’s idea that, “everybody does things for their own reasons.� These reasons translate into four, distinct preferences, the how and why people do the things that they do. Once you understand the four basic personality types — emotional, logical, fast-paced, and disciplined — you can build perspectives or snapshots that give you insight into how your customers might want to purchase your products. Once you understand the “how,� then you can build the “who.� Who is buying your products from your site? That’s where profiles come into play, small pictures to what Bryan says will “give us a little better understanding of who that grouping or that mode of behavior is going to be — and then ultimately two personas.�
Listen to Stephan Spencer’s interview with Bryan Eisenberg for more about how to boost your site’s conversion rate.
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