Naturally, trying to generalize usually entails negative results but from a marketing perspective, consider the following classifications a part of behavior segmentation.
The first kind of customer is the extrovert, and you guessed it, the second is the introvert.
Behaviors are a vital chunk of user experience design. Knowing that the industry you wish to dominate is full of people who prefer face to face human interaction is important. In many industries, the majority of prospects often prefer little to no human contact. Knowing that is vital to sales.
Having the option of a self-serve or a semi-self-serve system really takes a load off of customer support and salespeople because only qualified leads make it through to them. Significant improvements in optimization might not seem so impressive until you see how much money you would be losing with even a percent less.
Introverted people will almost always choose a self-service over calling a number or going to an address if the option exists. Outgoing people prefer communication and therefore have no problems going to a store in-person or calling a phone number to ask questions.
Not all industries are built for self-service though. Take promotional products for example. A majority of promoting surrounds the natural talent of social butterflies and extroverted people in general, so it’s very common to solely use calling.
Another reason self-serve platforms might not be a great option is if you sell a very expensive service or product. A phone call can be a decent start for making sure the potential buyer is not a scam artists, but beware there are many that do call and seem real. Many platforms have built in security but bot developers have always found ways around them.
Extroverts and introverts come in a cornucopia of varying personalities so it is safe to assume the only thing one extrovert has in common with another extroverted buyer is just the extroverted part and the same goes for introverts. Unfortunately, from this everyone should derive that everyone’s preferences for design are subjective.
The way a user makes a purchase does depend on the user experience design; however, its effects are indirect. User experience design and user interface design go hand in hand but are not the same. Your user’s experience design changes the user interface design and that’s just the surface of development. Keep in mind, even offline businesses are subject to the same principles.
When things get a bit confusing, never forget, there are many UX and UI designers who specialize in your industry whatever it may be. Doing it yourself does not save time or money.
In the past, the comparison was between narcissistic buyers and selfless buyers and the point of that was to address convenience as part of your marketing strategies for those who feel entitled to it. Today, the point is so everyone who reads these words knows that now is the time to upgrade to self-serve if applicable; that is, if you like having a cash-flow positive business.