People can be divided into four different types of birds, each representing a different temperament and different preferences when making purchases.

We’ve used an owl, a peacock, a penguin, and a swallow to illustrate the differences in how people consume products and services, and what’s necessary to persuade each bird.

Besides having a primary bird type, we also have a secondary type. Usually our primary type determines how we buy products, but some standardized, cheap items (such as DVDs or books) may cause us to act more like our secondary bird type. Bigger, and more diversified, purchases are, however, very likely to be influenced by our primary bird type. An example of that could be selecting an insurance company or buying a car.

When working with conversion optimization and A/B testing, we use the different bird types to create challengers/alternatives that speak to all visitors.

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