Methods: Personality Types

Boost conversions with personalized shopping experiences

In eCommerce, using personality tests like the Myers-Briggs Type Indicator (MBTI) can help lead to higher conversion rates. By understanding personality types, businesses can customize product recommendations, marketing strategies, and user interactions. This personal touch fosters stronger connections, builds trust, and boosts repeat purchases, ultimately increasing conversions and enhancing customer satisfaction.

The four MBTI dichotomies are:

  • Extraversion (E) vs. Introversion (I)

  • Sensing (S) vs. Intuition (N)

  • Thinking (T) vs. Feeling (F)

  • Judging (J) vs. Perceiving (P)

We can start by simplifying these dichotomies into four groups: Competitive, Spontaneous, Methodical and Humanistic. Keep in mind that everyone experiences all these emotions. Our personality types are shaped by the emotional state we naturally gravitate toward when we feel at ease.

Competitive / NT personality types

Competitive / NT

Intuitive (N) + Thinking (T)

  • 12% of the population.

  • NTs (intellectuals) are introspective, logical and on a constant quest for knowledge.

  • NTs strive for smart, fast, and decisive action. They are driven to be the best, avoiding unnecessary overthinking. Focused and determined, they are willing to die for their cause. Quick-thinking and logical, they value efficiency and results.

Spontaneous / SP personality types

Spontaneous / SP

Sensing (S) + Perceiving (P)

  • 33% of the population.

  • SPs (creators) are observant, experiential and primarily driven by sensation.

  • SPs thrive on the excitement of a swift purchase, drawn to the immediate emotional boost that spending provides. They are quick thinkers, highly responsive to sales tactics, and driven by emotion in their decision-making

Methodical / SJ personality types

Methodical / SJ

Sensing (S) + Judging (J)

  • 41% of the population.

  • SJs (protectors) are observant, stable and motivated by a need to maintain security.

  • SJs carefully review all information to ensure they’re making the right choice. They take their time, conduct extensive research, and may even read the terms and conditions. They want to know what’s in the box before making a purchase. Thoughtful and logical, they prioritize thorough decision-making over impulse.

Humanistic / NF personality types

Humanistic / NF

Intuitive (N) + Feeling (F)

  • 14% of the population.

  • NFs (visionaries) are introspective, intuitive and highly idealistic.

  • NFs are driven by emotion but seek to understand the values and purpose behind the organization. They connect with testimonials and want to align with the crowd. Thoughtful and emotionally driven, they value meaningful connections.

Application to e-commerce

Applying MBTI personality types to e-commerce sites can enhance the user experience by tailoring content, design, and navigation to suit different personality preferences. Here's how:

1. Extraversion (E) vs. Introversion (I)

Extraverts (E): These users are energized by interaction and prefer dynamic, engaging experiences.

  • Add interactive features like live chat, community forums, or user-generated content.

  • Highlight bestsellers and social proof, such as customer reviews and testimonials.

  • Use bold, vibrant visuals and promotional banners.

Introverts (I): These users prefer a calm, focused experience with fewer distractions.

  • Simplify navigation and reduce clutter for a clean, intuitive interface.

  • Provide detailed product descriptions, FAQs, and comparisons.

  • Incorporate personalization features for a more private and tailored shopping journey.

2. Sensing (S) vs. Intuition (N)

Sensors (S): These users focus on practicality and detailed information.

  • Offer clear, factual product details, specifications, and step-by-step guides.

  • Use high-quality images and videos to showcase tangible features.

  • Highlight practical benefits, warranties, or guarantees.

Intuitives (N): These users value creativity, innovation, and the bigger picture.

  • Focus on storytelling and the brand's vision.

  • Use engaging visuals to convey the lifestyle or emotional appeal of products.

  • Provide trend forecasts or suggestions for related products to spark curiosity.

3. Thinking (T) vs. Feeling (F)

Thinkers (T): These users are logical, objective, and value efficiency.

  • Provide comparison tools, filters, and sorting options (e.g., price, reviews).

  • Highlight technical specifications and rational benefits.

  • Use a straightforward, factual tone in descriptions and communications.

Feelers (F): These users are guided by values, emotions, and connection.

  • Share stories about the brand's ethical practices or social impact.

  • Emphasize customer care, empathy, and satisfaction guarantees.

  • Use warm, relatable language and imagery to foster connection.

4. Judging (J) vs. Perceiving (P)

Judgers (J): These users prefer structure, order, and clear processes.

  • Organize products into clear, logical categories with easy navigation.

  • Provide detailed order tracking, delivery timelines, and policies upfront.

  • Use a consistent and predictable layout across pages.

Perceivers (P): These users enjoy flexibility, exploration, and spontaneity.

  • Include curated recommendations, flash sales, and surprise offers.

  • Offer a flexible returns policy and multiple ways to engage with the site.

  • Use dynamic, visually appealing layouts to encourage browsing.

Broad categorizations

  • Competitive: Focus on features like loyalty programs, rewards, and exclusive products.

  • Spontaneous: Highlight flash sales, trendy items, and visually stimulating content.

  • Methodical: Ensure a logical structure, detailed product information, and reliability.

  • Humanistic: Emphasize connection, community, and meaningful brand stories.

By tailoring the e-commerce experience to match personality traits, you can create a more engaging, intuitive, and enjoyable shopping journey for a wide range of people.