| Not only should your website appeal to these four distinct personality groups, but you must also optimize your site design, content and search features in a way that meets the needs of each personality type and encourages conversions. Website optimization is the art of improving your website to optimize the visitor experience and conversion rates, not to be confused with search engine optimization, which is the process of improving volume and quality of traffic to a website from search engines. Let's look again at those personality types and see how they may navigate through your hotel website. If the different personality types cannot access the information they are looking for, the way they want to look for it, they will get frustrated and leave your site. A person with a competitive personality may go directly to the online reservations page. This person will most likely choose a hotel from the drop down menu by city and select the first hotel. He/She may also look at hotel details and the map. This personality type won't typically look at the other pages on the site but will rely heavily on the search button. A person with a humanistic personality will look at the homepage first, and be drawn to particular adjectives in the copy such as 'charming,' 'cozy,' or 'historic.' This person may try to search for hotels in the city under these adjectives such as 'historic.' He/She will also want to see the image gallery and the video, and will most likely look at services and amenities. This personality type will also want to read reviews before making a reservation. A person with a spontaneous personality will look at the hotel brands on the home page. He/She won't read much about the brands but may be impressed by the logos. This person will look at descriptions of area attractions such as shopping and restaurants. He/She will also look at images of the hotel and imagine if they would have a good time there. A person with a methodical personality will most likely spend the most time on a hotel website. He/She will try the registration tool and read through all the copy, which they will most likely find too 'fluffy.' This person is looking for facts and would appreciate a 'fast facts' list. This personality type will check all the maps and driving instructions and will want to find it all. |
