Are you a methodical, spontaneous or competitive persona?

Customers can be split into different persona's - understanding a customer's inner diolog allows you to design an experience that addresses customer concerns in context of that dialog.

There are people that make decisions logically and those who base them on emotion. Also, those who decide quickly, and those who take their time.

Websites should be carefully constructed to persuade these different personas to lead someone intuitively to the information they need - see persuasion pathways.