James Archer: How People Buy
| 7 minutes |
James Archer, Managing Director at Forty (a design and marketing consultancy), posted a great webcast explaining how people make purchasing decisions and gives some very practical advice for designing websites seeking new users and customers. Potential customers fall into four different categories (called Decision Modes): spontaneous, competitive, humanistic, and methodical. The categorization depends on two scales. The first, fast or slow, and the second, logical or emotional. By taking into account the information each of these consumer types look for, you can ensure success in communicating the value proposition and convert more customers.
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