Web design is responsible for the outer shell of your online product, that is exactly what your potential customers see. The average user is completely up to the bulb how your site is designed from the inside - give him an attractive interface and informative content. The problem is that different people have different tastes, and it’s impossible to please everyone at once. However, you can try to find the right approach to your target audience, using such an interesting thing as DISC-analysis. To appreciate its importance for creating websites, we first need to figure out what it is.
So, just like people are divided into “owls” and “larks” according to their biological rhythm, your clients (audience of the site) are divided into four main types according to their behavior:
- Eagle personifies Dominance: decisive, strong-willed and straightforward
- Parrot personifies influence (Influence): sociable, persuasive and enthusiastic
- Dove personifies consistency (Steadiness): calm, caring and patient
- Owl personifies plasticity (Compliance): accurate, logical and silent
So what kind of bird are you? And which category is your audience?
First, understand who you are. Below are the main features of the behavior and nature of all types:
- has an analytical mindset
- love research
- usually very executive
- in an unfamiliar situation, prefers to use instructions and tips (!)
- data processing and analysis
- caring and patient
- indecisive, modest
- inclined to self-criticism (!)
- hotel business
- social and charitable sphere
- rival and strong
- demanding of others
- appreciates reputation
- not inclined to sympathy (!)
- large corporations (executives)
- talkative, open
- impulsive and emotional
- likes to talk about himself (!)
- creative industry (graphic design)
Having defined your personality type, you can improve not only your website, but also your lifestyle. For example, if you are at ¾ Owl and at ¼ Dove, then you are unlikely to take risks without a clear understanding of potential results. Although this is a reasonable approach, it has some drawbacks: while you are hesitating, a different type of person (for example, the Eagle, who makes decisions very quickly) will be ahead of you, and your “train” will leave. But if you know your weak points, you can force yourself to respond to such proposals faster. You must understand that the logical Owl within you spends too much time assessing the situation, so you make decisions too late. However, logic can be turned in its favor: judge that risk is an integral part of success, i.e. your ultimate goal. Therefore, at the right moments, you can transform into an Eagle, even though it is unusual for you in ordinary life.
Now let's try to determine the type of your target audience. It’s easy - just understand the direction of the site you’re developing. Let's say you make a website for a charity. So the target audience is Pigeons and Eagles. Pigeons are the most caring, it is very easy to arouse sympathy towards people in them. If the resource you are developing is truly a noble cause, and you have the opportunity to place high-quality images on it that highlight the urgent need for help, then this will most affect the Pigeons on an emotional level.
The best strategy to stimulate the target audience in this niche is to invite them to take part in a charity event. However, marketers usually use "heavy artillery" to attract the attention of people and push them to take the first step - and this does not work with Pigeons. For this type of people, it is better to make the message easier - not to hang pictures of dying children beating in dying convulsions, but to focus on what real benefit their participation can bring - give them the opportunity to feel involved in other people's happiness.
Well, with Pigeons everything is clear - they are more often “drawn” to charity because of their temper, but what does the Eagles have to do with it? It's simple - these birds usually occupy influential positions and can afford large donations. In other words, you will have to "customize" the design of the site also under Orlov. How to do it? Here, too, there is nothing difficult: people of this type are very purposeful, so you need to create the feeling that by taking part in the action, they will achieve a specific goal. If you succeed in this, then this segment of the target audience will definitely be on your hook.
If your target audience is staff, not consumers, you should keep in mind that not all social and charitable workers will turn out to be Pigeons. Moreover, Pigeons can work (and quite successfully) in a wide variety of industries. If you focus on one type of people, this does not close your target audience within the framework of one field of activity - just the concentration of Doves in the charitable sphere will be very high, because they often like this work very much. They treat it with interest, and it is easier for them to succeed in this area than to Parrots or Owls.
An example of using DISC analysis in web design: why do Parrots love apples?
You probably never suspected that the most vivid example of orientation of web design and marketing to this type of people is ... Apple. Yes, Parrots love apples. The main essence of the marketing strategy of Jobs is to convey to people the idea that if they do not have the latest model of the most fashionable gadget with one button, then they “drop out” of the get-together and lose their significance and influence. In fact, this is a very, very smart move: if you choose the target audience Parrots, then they will do half the work for you - after all, this type embodies influence. They are very active in social networks, they have the most friends, and in general, word of mouth is one big parrot network!
As you can see, the design of Apple’s own website “shouts” that the new iPhone 5C is focused on Parrots, who position themselves as bright, colorful people living life to the full. There’s probably Parrot among your acquaintances - this is the one who organizes all the friendly parties, is the happy owner of all the latest gadgets from Apple and has no idea how to use them! By the way, they will not be offended at all if you tell them directly in the face - they love themselves exactly as they are, and rightly so, because in the field of marketing and promotion they have no equal.
How to chase after all the hares
If you are an Eagle, then you can try to take a chance and create a product oriented at once to our entire zoo - or rather, to create four different versions of the same product, “sharpened” for different categories of birds.
The logic is quite simple - since the Eagles are result oriented, they need to briefly tell which of your products is the best and most popular. Owls usually know exactly what they want, so they need to be given the opportunity to “collect” their product (add features, change color, and so on). Pigeons need to be instructed during product selection or ordering, so questionnaires and guidebooks are drawn for them. Well, and finally, Parrots - avid for everything bright and unusual - we need original stylish things.
The problem is that it’s very difficult for a web designer to create a product aimed at its opposite type - if you don’t like what you are doing, how can you do it well? The main thing in this situation is to try to understand and accept the point of view of another type of people, and even better - to work on the project with a team consisting of different birds. So everyone can create something that will attract his type of people.
Here are some simple tips on how to determine the type of your target audience and make the site attractive for it.
The best way to understand that your product is focused on Orlov is to evaluate the bounce rate (withdrawals from the page) in your industry. If it is higher than usual, then it is likely that your statistics will be spoiled by fast and impulsive Eagles (in individual cases, other factors may affect this indicator). In addition, you should never neglect this category of people, as they are often very wealthy.
How to "customize" the site under Orlov:
- do not deviate from the topic
- show them quick results
- respect them: the client is king and god (and not only)
- try not to limit and not confuse them, avoid unnecessary information
Check key attendance figures for a typical site of your business - the number of page views (industry average) and the amount of traffic. If your potential visitors rummage through the site map, follow the links and look for additional information, then surely there are many Sov among them!
How to "fit" the site under the Sov:
- clearly explain all the details, make sure your explanations are supported by the facts
- compare yourself with competitors, show yourself in a better light
- allow them to continue studying the topic and leave contacts for communication
- avoid excessive pressure, familiarity and vague, non-specific statements
These birds are visible from afar in real life, but it is very difficult to identify on the web. The only way to understand that they are your target audience is to ask yourself if your product is exclusive, social and original? If there are more positive answers than negative ones, then rely on Parrots.
How to "fit" the site under Parrots:
- talk enthusiastically about your product
- give them the opportunity to express their opinions
- focus on great graphics and minimize the number of words
- Avoid excessive attention to detail, any negatives and criticism of competitors
Does your industry suffer from a relatively low conversion rate? This is a sure sign of the presence of Pigeons among your audience. It’s difficult for pigeons to make decisions themselves, so be prepared to take them by the wing and lead them to the very end.
How to "fit" the site under the Pigeons:
- Do not hurry! Do not dump all information on them at once, disclose it gradually
- Convince them that you are an expert in your field, that you can be trusted, and you can prove it
- Do not change the site dramatically in one day. If Pigeons come to visit you, they may not survive such a dramatic change in the situation.
- Avoid pressure, bad reviews, mistakes and any misunderstanding (regularly check all sections of the site for performance)
So what is a DISC analysis?
We considered all categories of people and signs by which they can be divided. This should be enough for you to understand the topic and apply the knowledge gained in practice. If you're interested, keep exploring this topic and learn more about our bird prototypes. In fact, all large corporations (and small, but smart, too) are well aware of DISC analysis, as it has a great influence on our world today. The results of this analysis are not just judgments, they cannot be used to separate people into bad and good, alien and their own - on the contrary, they emphasize that each type of people is valuable in its own way. Make it a rule to use this analysis in life, and you can increase your chances of success.
DISC analysis can be used not only for web design, but also in everyday life - getting a job, be prepared to face the test for determining your avian personality type - as already mentioned, large corporations are well aware of who exactly is missing in their zoo .