Online personas: optimizing the e-commerce experience

Online, in the absence of face to face interaction, the ability to characterize the customer and adjust as a seller to meet the customer’s needs is much more difficult.

The main reason is that social interaction activates a consistent set of areas in the brain, which are in charge of making inferences about other humans’ minds. Therefore, there is a need to implement a different methodology to be able to ‘read’ visitors’ needs and motivations. The ability to detect visitors’ needs and motivations can provide the “personal touch” that exists offline; shedding light on why visitors may not convert.

Using Clicktale to analyze the in-page behavior of thousands of website visitors, our in-house web psychologist, Dr. Liraz Margalit, applied her expertise in online user behavior and decision making processes to identify six recurring patterns of behavior.

Download the article to understand the online persona and how to create personalized experiences.



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