How do you get your website's personality to shine?
Have you ever been to a website and thought, “Oh this is so me!”? That is the moment when you had the internet equivalent of a cute meet with a site that shared your personality.
You won’t love everyone and no site will be loved by everyone. Think of the Spice Girls, Posh Spice, Sporty Spice, Scary Spice, and Baby Spice. There was a Ginger Spice in there somewhere… Each had their own personality and everyone had their favorite Spice Girl. You can’t win a loyal following if you don’t stand for anything. Bland is not a viable marketing strategy if you want to stand out in the insanely crowded online space. So tell them what you want, what you really, really want!
In case you are too young to remember the Spice Girls and you have spent virtually no time in supermarkets, or elevators recently, here’s a link to fill you in on their glorious time in the spotlight.
In this post, we will take a look at why developing a website personality is so important and give you tips to get you started on uncovering yours.
What is Website Personality?
A website personality is the same as any personality. According to the American Psychological Association, personality is defined as “Personality refers to the enduring characteristics and behavior that comprise a person’s unique adjustment to life, including major traits, interests, drives, values, self-concept, abilities, and emotional patterns.” Okay, that’s more than most websites can take on, so let’s knock that down to the basics.
Elements of Website Personality:
Visual elements
Visual elements like images and videos are the main characteristics of a website’s personality. What do they say about your site?
Design aesthetics
Is your site chic, cheap, funky, fun, country, cool, chill or a jumble?
Tone of content
Do the words on your site read like a particular person? One of the best examples of copy with personality is Duluth Traders. From product names to DIY info their copy is funny, snappy, and unmistakably them.
User experience (UX)
Is the experience one that goes with the personality of the site? This one is harder because other than sites with Stylaquin, the user experience is pretty much the same on all sites. There are some variations, like adding filters or how the menus are set up, but in general, all sites work the same.
Does Your Site Do This?
It can with Stylaquin! Stylaquin is the easy to add Shopify app that transforms your website. Stylaquin makes shopping faster, more engaging, and more fun. Stylaquin shoppers stay longer, view over 85% more products, come back more often, and buy more when they do. Find us in the Shopify App Store.
Why Personality is Key to Customer Engagement
First Impressions Matter: Most Shopify websites have a 25-45% bounce rate. They came, they saw, they bounced. Sigh. Getting the first page right is a big driver for success. Making sure that visitors who come in through search end up on a page that answers their questions is vital. Making sure the home page shows who you are and who you serve is equally important.
Emotional Connection: We all love who we love. If you love Harleys, have full-sleeve art, and a big beard. I can try to sell you emo chic suits all day and you’ll just laugh at me. People are who they are—embrace that and be who you are. Some folks will walk away, but the ones who get you will be more loyal because you get them too. That emotional connection is the basis of all successful brands.
Brand Differentiation: You can ride along on another brand’s coattails. Safe, Sound, Sure, and Second is a time-honored strategy and many brands have used it to get part way up the mountain. Developing your own niche is easier for small brands and it has the fastest growth trajectory because it differentiates you from your competition right from the start.
Trust and Credibility: Being yourself also creates trust. If you care about your customers, it shows. If you understand who you are selling to and what you are selling in a way that creates that connection, you also build credibility. We all have choices in everything we buy. We are all more likely to buy from someone we trust and believe understands what we need.
The Role of Personality in Shopify Websites
Customization and Flexibility: Shopify gives websites lots of ways to customize websites for very little money. When you are deciding which apps to add, put yourself in your customer’s place. What will make their experience on your site better? Women shop differently than men. Men are more likely to be item shoppers who know what they want and just need to find it. So if your site sells to men you need to make sure that it is easy to find things quickly. Women shop differently, they are more likely to be browsers who want to see all the options and compare them before making a purchase decision. If your customers are women give Stylaquin a look. Stylaquin transforms the shopping experience so that browsers can shop faster and gives them an Idea Board where they can collect all the options they are considering before making a purchase.
Shopify Themes: Themes are a quick way to get the look you want without having to do any coding. Shopify has several free themes and an abundance of options if you want to get fancy. Be sure to choose a theme that is up-to-date and from a reputable developer. All Shopify themes should be based on the free Dawn theme according to Shopify developer guidelines.
Add a Styling Board and a Wishlist!
The Stylaquin Idea Board keeps customers engaged in two ways: it’s an interactive styling board where shoppers can collect and curate all the things that interest them; and it also acts as a wishlist that shoppers can return to. Find us in the Shopify App Store.
How to Assess Your Website’s Personality
The first step to assessing your website’s personality is to determine who you want it to be. Here are some questions to get you started.
- If your site was a singer, who would it be?
- If your site was a dog, what breed would it be?
- If your site were a place, where would it be?
- If your site were a food, what would it taste like?
Another fun exercise is to take one of the online personality tests and answer as your website. Be honest, have fun, and remember that no one changes overnight.
Ask your customers for feedback. I guarantee that you will be surprised by the info you get back. We always are. 😉
If you are thinking, “But I don’t care who I am, I just want my customers to be happy and buy more”, you are not targeting a specific customer. No one wants to spend time with a bland kiss-ass, you’re better than that.
Tips to Transform Your Website from Snooze to Sensational
- Know Your Audience: Your target audience is the key to developing a winning personality.
- Consistent Branding: It isn’t something that happens overnight, but keeping a consistent look and voice will allow your audience to get to know you, and more importantly, trust you.
- Engaging Content: Be the friend they love to spend time with. Think of it like dating, what would be a great date?
- Interactive Elements: Google and the internet gods love interactive elements like quizzes, polls, and live chat to enhance engagement. Stylaquin shoppers stay longer, view more items, come back more often, and buy more when they do. Stylaquin is the easiest way to create engagement there is. Check it out.
Conclusion
Whether you are a big site that has lost its mojo, or a small site just finding yourself, taking the time to dial in your personality, and yes, this is also called brand, is well worth the time. When you know who you are, and your customers get you, it’s all marketing gravy.
