Be Aware Of These 3 People

We did some solid research for analyst training last week.

One of the lessons were to teach them how to think differently (and deeply) about customers.

Here are three customer profiles they (and you) need to constantly have in mind while running your business.

The Impulse Buyer

Profile:

• Moves fast, doesn’t overthink

• Buys on emotion, not logic

• Often on mobile

• Loves urgency, FOMO, and clean UX

The Good:

• High conversion potential

• Will pay full price if excited

• Loves limited-time offers, trending items

The Bad:

• High chance of buyer’s remorse and returns

• Often skips reading details, leads to complaints

• Fragile loyalty, will jump to next exciting product

How to Handle:

• Show social proof + urgency above the fold (“Only 3 left”, “Just bought by someone in NYC”)

• Remove friction: 1-click buy, autofill, mobile-first design

• Send post-purchase emails quickly to validate the decision ("You're going to love this!")

• Offer easy, fast returns, it builds long-term trust

The Analyzer

Profile:

• Needs to feel smart about their decision

• Clicks every tab, reads reviews, compares options

• Likely to abandon multiple times before converting

• Loves data, guarantees, and control

The Good:

• High LTV once converted

• Low return rate

• Often becomes an advocate if impressed

The Bad:

• Slow conversion

• Easily overwhelmed by cluttered sites

• Will bounce if trust signals are missing or inconsistent

How to Handle:

• Add comparison charts, breakdowns, and customer FAQs

• Use consistent pricing and detailed product specs

• Offer “see what’s inside” previews, demo videos, or calculators

• Capture email early and drip with logic-driven content (“Here’s how to choose…”)

The Skeptic

Profile:

• Distrusts marketing claims

• Assumes there’s a catch

• Scans for reviews, return policy, hidden fees

• May have been burned before

The Good:

• If won over, they refer friends (skeptics trust skeptics)

• Loyal to brands that “prove it”

• Doesn’t mind paying more for transparency

The Bad:

• Paralyzed by too-good-to-be-true offers

• Will leave at the first sign of fluff or pushiness

• Takes longer to trust, even longer to act

How to Handle:

• Be radically transparent: show shipping costs, refund timelines, even negative reviews

• Avoid urgency tricks, offer guarantees instead (“30-day trial. No fine print”)

• Add credibility: verified reviews, founder note, or behind-the-scenes video

• Use “don’t take our word for it” storytelling with real customer proof