Your product might be perfect for your customer. But if they can’t see that it’s for someone like them, they’re probably not going to buy.
In this episode of Heart Before Cart, I sit down with Sonia Thompson, founder of Frictionless Growth Lab, to talk about one of the most important questions customers ask when deciding whether to buy:
“Is this for someone like me?”
We talk about why most personalization isn’t actually personal, how brands unintentionally create friction for different groups of customers, and why simply adding more diverse images to your website isn’t enough.
We get into:
Why traditional customer personas often miss what actually drives buying decisions
Sonia’s “mosaic” approach to understanding different customer groups
How identity, experiences, needs, and circumstances influence decision-making
Why user testing can uncover friction your analytics will never explain
How to identify the customers your marketing may be unintentionally excluding
Why the information customers need often already exists
What brands can do to create more relevant, customer experiences without rebuilding everything
The goal isn’t to create a completely different experience for every customer. It’s to understand the people you want to serve well enough that they can recognize themselves in what you’re offering.
If you’ve ever wondered whether your personalization is actually helping customers feel understood or quietly creating more friction, this conversation will give you a new way to look at the customer experience.
🎧 Watch the full episode to learn how to make more of your customers think, “Yes, this is for someone like me.”
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