The Importance of Understanding the Psychographics of your Consumer – Part II

Last week we touched on the importance of psychographics vs. demographics when it comes to targeting and knowing your audience. This week, we’re highlighting the importance of design and user experience in creating stickiness and limiting barriers to entry.

How can you use behavior when it comes to your site or app experience? In other words, what are the visuals, words, and features that reinforce psychographic “clues” to help a user get or stay engaged if you want to serve both?

Color plays an important role in psychographics and making people feel good.

Think about a politician’s red power tie or why a blue bedroom is so soothing for sleep. And yet how many banking sites think about color when creating their look and feel? An app and site like Mint uses light and fun colors as well as space to literally make people feel like they can breathe when they see the home page. It’s clean, simple and dare we say—fun.

Screen Shot 2017-10-05 at 9.01.01 AM.pngCompare that to a banking site like Bank of America. It’s cluttered, adding more stress to someone already on the edge about their finances. And the color does nothing to soothe an anxious investor. In fact, it just looks like everything else out there. It’s cookie cutter. And in today’s market, you can’t afford to be mundane.

Screen Shot 2017-10-05 at 9.30.51 AM.png

It’s not what you say, it’s how you say it.

Your mother was right about this. Words play a huge role in making people feel welcome and comfortable. Let’s look at the home pages of sites like Lending Tree and Bankrate.

Screen Shot 2017-10-05 at 9.12.14 AM  Screen Shot 2017-10-05 at 9.12.04 AM

Both simply have rate comparisons above the fold. Nothing welcoming. Nothing suggesting a comfort and simplicity for the visitor. Nothing offering help. (Let’s not even talk about the awful colors and design of Lending Tree.)

Contrast these with Robinhood and Betterment.

Screen Shot 2017-10-05 at 9.16.06 AM.pngScreen Shot 2017-10-05 at 9.16.34 AM.png

Both instantly try to reassure the visitor. They let them know their sites are different. They want to help. Plus, look at how airy they are. The sites aren’t congested and the colors are clean and soothing, not harsh.

Keep it simple stupid.

For most of us in the industry, finance is easy. But, for most consumers, it’s overwhelming and difficult. Make them feel like you understand that and make your site as easy to use as possible. Create tools, like the ability to import their portfolio. Yahoo! Finance was an early master of this and now uses TradeIt to allow users to sync their brokerage portfolios in order to buy and sell stocks without leaving the app. This encourages people to come back repeatedly to look at their net worth. It’s the stickiest thing you can do and it becomes a daily habit, creating daily visits.

Think of it this way: You have one runway to land a plane. If you put the terminals in front of the runway, the plane crashes. In other words, help people know where to go by directing them around your site. Show them the runway and watch them become a frequent flyer of your site.


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