At one of my old jobs our president had gathered the executive team together and told us of this project we were going to do during our executive retreat. We were going to each do a personality profile using the Myers/Briggs questionnaire and rating method. I was very skeptical but I did answer the questionnaire as honestly as possible. We went on to have a very productive retreat and I learned a lot about myself (I ended up being a “healer”) and how to work with other personalities. So as I move forward with landing page optimization, profiling has become very important to maximizing conversions. Element testing can really give you a nice bump in conversions as you test different colors, fonts, shapes, images, and so on. You can live in this type of testing environment for a substantial amount of time, but at some point the law of diminishing returns enters and you will need to find ways to keep increasing conversions.
This is where the 16 individual personality types or “role variants” as Myers/Briggs would say. The car insurance industry does a tremendous amount of landing page optimization and I am going to use progressive’s current landing page and give some suggestions on how testing can be done in relations to a couple role variants to see what I am talking about. Here is our landing page we are going to use:
Using the Myer/Briggs personality profiles to optimize landing pages
I think this page will convert well for the “teacher” who is educating, loves social interactions, is comfortable with randomness and disorder, prefers to be involved, and likes control and structure. Now the image of FLO is warm, social, and inviting, using the start a quote feature gives the teacher the control they want while making them involved in the process of finding the best rate. Also the recent comparison section will give the randomness and disorder that this personality likes as well. I give this concept a 9/10 for this specific personality.
Now the “mastermind” might have a problem with the landing page. They tend to think first before speaking, like to see the big picture, love firm rules and procedures, and like control and structure. I would change the image to be less friendly and more confident, copy to be more precise to give actual dollar amounts they will save on their car insurance instead of “hundreds”, firmer rules about what they need to do in order to get the quote like all of the information they will be asked in order to receive the quote, and be more specific on how long getting the quote will take such as changing “takes a few minutes” to “it only takes 3 minutes”. In its current state, I would rate this landing Page as a 5/10.
So these are just a few quick examples on how you can use personality profiling to your advantage in your every day testing. The beauty of this is that very little would have to be changed except the tone of the landing page to meet another personality. Again, landing page optimization does not have to be re creating the wheel folks. The slight changes to content and imagery can give you exactly what your conversion rate needs while keeping resources such as design and development to a minimum. This will make your Creative Director a big fan of yours!
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