Persona - Analysis of Conversion

Persona Methodology in the analysis of conversion

An effective way to optimize a site’s conversion is to use the “people” methodology. Since it is, in any optimization process, essential to know who visits your website, a correct classification of those users will allow us to improve the conversion and recruitment strategy.

Table of Contents

1. The origin of the word “Person”

This terminology comes from the Latin word for the mask used by actors in classical Greek theater. Since there were no microphones in those plays, the actors used these masks to express the feelings of the character: joy, sadness, anger … They were called “per sona” to sound.

2. Types of people

According to Bryan Eisenberg,thereare four types of people whose typology we describe to continuation. The axes into which this is divided Classification of people are, on the one hand, the “logical-emotional” axis, and on the other hand the time of decisionspeed:“fast-slow”.


2.1. Competitiveperson

Competitive people are always looking for your competitive advantages. They want to know why you’re better than the competition, what your qualification is, how you can help them, or what you can do for them. They want accurate information to make decisions quickly.

2.2. Spontaneous person

Spontaneous people are looking for confirmation that you can give them what they need quickly. They often need things at the last minute and they need a stimulus to make them finish. They are impulsive people and, if you give them a convincing stimulus, they will perform the action you want.

2.3.Humanistic person

Humanistic people want to know who you are and why they should trust you. They are essentially emotional and want to know all the details, see evidence and experiences of other users. They need to know who you are and explain to them why you are the solution to their problems.

2.4. Methodical person

Methodical people want to see how you can give them the solution and they will dissect your proposal conscientiously. They are disciplined and don’t make decisions until they have all the information they need.

3. Conclusion

As you can see, you will not be able to communicate in the same way as each type of person, so it is essential to adapt our contents in a way that meets the needs of each type of person that we have defined.

Communicating is an art, and you must keep a balance on your website so that these four types of people find what they are looking for.