Landing Page Optimization: Spontaneous Buying Modality
The 5th and final part on a series about Landing Page Optimization and Buyer Modality, today I’ll talk more about the Spontaneous Buying Modality and how to focus your landing page on the spontaneous buyer behaviour.
Hopefully you’ve been following along with this series, and you’re acquainted witht the Competitive (part 2), Humanistic (part 3) and Methodical (part 4) buyer modailities, and now we’ll discuss the last segment, the Spontaneous buyer. The second most prevalent type of buyer, the spontaneous buyer is optimistic and impulsive. They search for immediate satisfaction, and are more willing to take risks than other buyer types. They are less likely to need a lot of the granular details of a product, but that’s not to say they aren’t looking for reassurances as to why your product is the best fit for their needs.
In bricks-and-mortar stores, spontaneous buyers are the reason there are so many products at the checkout counter (ex. candy). The reason is spontaneous buyers don’t always know that they want something until they see it. While their is no checkout counter online, you can still appeal to this market online using the same techniques. Large signs, bright colors, bold text and messages focused on savings tend to work with the spontaneous buyer.
While they tend to make decisions much faster then the other buyer modalities, they are still interested in things like product comparisons and customer testimonials. They will still shop around for the best deal, but they will move much quicker, spending less time on the small print. For this reason, it is important to use bolding and bulleting, with bursts and other elements that call out important info. They are also interested on how quickly they can get the product. They live in the moment, and want immediate satisfaction. They respond well to “overnight delivery” or “immediate access” type messaging.
As with my other posts, I will refer to the Market Sense blog on appliedproductmarketing.com for some great tips on marketing to spontaneous buyer:
Appeal: Drawn to top-rated items that are immediately available.
Website: Present summary information in easy-to-read charts. Leverage expert opinions and reviews.
Information Needs: Answer questions on why your product is the best solution for their immediate problem.
Understand: Why they should choose you. They want to know you are the best they can get at this time.
Process: They want to get to the end point quickly. By presenting the executive summary of the information they need to know, you can bypass buying process stages.
Time: They are poised to act quickly. Don’t burden them with unnecessary details.
Risk: They are not confined by convention. They may suggest creative solutions to help achieve their goals.
Decision: Need you be ready to act as soon as they make their decision. If you aren’t ready, you can lose them.
Below is another example from the same project as the other posts, this landing page of course being focuses on the Spontaneous Buyer Modality (click to enlarge).
If you’ve followed the complete series, hopefully you will notice the changes and can identify the elements that were used to focus on the spontaneous buying behaviour, including:
1. Lifestyle imagery of a casual woman at a computer, implying ease of use.
2. Bold text stating “Fast. Easy. Free.”
3. Bold colors and a bright red for the CTA
4. Large graphics for the screenshots of the product, as well as short descriptions of what the product delivers.
5. Repetitive messaging of “Free”. Spontaneous buyers (particularly online) respond well to the term “Free” (more so than terms such “bonus” or “plus”, etc)
Once again, the product and benefits are the same for each example, but carefully tweaking and adjusting colors, text, fonts and imagery can go a long way in targeting specific buying behaviours. You can find countless articles on Landing Page Optimization that tell you to test colors, and layouts, and messaging (which I obviously agree), but what will help even more is if you can identify the type of buyer you customer is and change those elements to target your audience. It’s not just about testing the messaging, it’s about finding the best messaging for your customer. Landing page testing should not only give you learning about how to sell to your customer, but also ABOUT your customer. Through improving conversion (and even lowering conversion), you can start to determine what kind of audience your page is attracting, and hopefully be able to adjust your page to fit.
That’s it for this series on Buying Modality, but I hope to do more testing and designing on Buyer Modality, and hopefully share some of the examples and results here. In the meantime, I hope my readers have gained a little more insight into Buyer Modality (what I like to call CHuMS), and are able to use that to create better focused landing pages in order to improve your landing pages.
Of course, if you are looking for any help with your improving your landing page conversions or any online marketing efforts, please feel free to contact me for more information at firstname.lastname@example.org. Thanks for reading!