According to the Myers-Briggs classification scheme, the personality of users browsing our site is based on four types. This classification scheme helps us study the movements made on our site, since the variety of users and their behaviors is as diverse as it is complex.

• Competitive userThese types of users are very clear-minded, know what they want, and don't waste time. They represent 251% to 300% of users and are convinced that our product will meet their needs. They want to be the first to have that product and will likely compare their needs with other sites, as they are looking for answers to their questions.
• Methodical personThese users are logical and take their time when making purchases. They represent the majority of users, a 71%. They tend to delve deeply into the information they obtain about products and services and are very interested in other users' opinions. They are probably the most complex, since they don't have specific questions and need to be completely convinced about the product and/or service.
• Spontaneous user: As their name suggests, these users are spontaneous and tend to be quick and emotional when making decisions. They correspond to the 2% of users who browse websites. Products and services with discounts or expiration dates are strongly attractive to this type of user.
• Humanist userThese users are humanistic, meaning they're interested in learning about the company's history and the people within it to stay connected. They correspond to the 2% of users and tend to make slow decisions. When making purchasing decisions, they tend to be emotional, so they'll pay attention to other users' testimonials.

This means that our website architecture must be as user-friendly as possible to bring our potential customers closer to our brand. Furthermore, before launching a lead capture or content marketing campaign, among others, it's very important to clearly define our target audience and understand our customers' interests. We recommend obtaining all the necessary information to define a strategy or seeking expert advice.

Posted by: Silvia Gemar