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Understanding the Four Buying Modalities for Conversion

Angus Lynch of CrazyEgg.com posted an article about buying modalities titled, “35% of Web Visitors Are ‘Spontaneous’ Buyers. Are You Alienating Them?”. He describes the four buying modalities:
  • Competitive (5-10% of web visitors) – buyer makes smart, quick decisions. These buyers are all about speed and quality to gain an advantage. They want to be the best… oftentimes, the first (advantage).
  • Methodical (45%) – buyers are very logic-oriented. They want to understand everything about buying a product or service including advantages and disadvantages of competitive options.
  • Humanistic (10-15%) – buyers believe in emotional/ altruistic purchases. They are looking for validation among consensuses.
  • Spontaneous (25-35%) – these buyers make purchase decisions based on feelings and gut. That is, they make quick decisions.

The four buying modalities help to understand the type of prospect you are engaged with, and what their preferred buying process looks like. Lynch’s article touches, specifically, on website visitors. The buying modalities will determine the layout, copy, and images to leverage on websites.

For example, to attract competitive buyers, it’s important to have copy reflecting the “best” aspects of choosing a product or service. Competitive buyers need to feel they are buying an advantage over anyone else. Testimonials must reflect the “best” or “largest” institutions.

Depending on the market you are selling to and attracting to your website, it’s likely the above website proportions of visitors is very different. Understand your ideal customer profile (ICP). Know who the personas are involved in the buying decision (consensus sales!). Make sure your website, sales collateral, conversations, and the like address the prospect’s buying modality.

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