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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Cognitive Styles

Your audience can be spoken of in the collective, but in fact it is like a continual snowfall of individual visitors landing on your site—no two snowflake crystals are exactly alike. You do not have access to the individual thoughts, fears, or motivations of your visitors, yet you must try to understand them.

Since the individual level is not appropriate, some online marketers look for meaningful commonalities at a group level. One way to do this is by using cognitive frameworks. Cognitive frameworks sort people into exclusive categories based on observable cognitive styles or personality types. Cognitive styles are sometimes confusingly referred to as “personas” in online marketing circles (personas are briefly contrasted with ...

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