Persona based optimization

1. S6:
Persona-based
Optimization
Howard Kaplan Brian Lewis
@HowardKaplan @ImAnonymous
#ConvCon #personas
Wednesday, October 19, 2011

2. 1st Conversion Myth
Conversion
X Point
Entry
X
Point
Wednesday, October 19, 2011

3. Reconsider Conversion
Conversion
X Point
Entry
X
Point(s)
X
Wednesday, October 19, 2011

4. Secret to Conversion
Wednesday, October 19, 2011

5. It’s About Them Not Us!
For you to achieve
your goals, your
visitors must achieve
their goals first.
Wednesday, October 19, 2011

6. Eyetracking 4 Perspectives:
http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/
Wednesday, October 19, 2011

7. Wednesday, October 19, 2011

8. Wednesday, October 19, 2011

9. Wednesday, October 19, 2011

10. Q: What’s a Persona? Text
Wednesday, October 19, 2011

11. Personas are NOT...
•Stereotypes
– neither soccer nor hockey moms exist
•Demographic Segments
– Roger Retiree, lives in the Midwest,
•Documents that hang on walls
– regardless of if they have a headshot
Wednesday, October 19, 2011

12. a clear understanding of a
target customer that
Text
exists in the mind of your
team.
Wednesday, October 19, 2011

13. Characters...
(Viagra for Empathy)
Wednesday, October 19, 2011

14. + Buying “Mode”
Pace:
Quick Competitive Spontaneous
(MBTI: NT) (MBTI: SP)
vs.
Methodical Humanistic
Deliberate
(MBTI: SJ) (MBTI: NF)
Bias: Logical vs. Emotional
Wednesday, October 19, 2011

15. Uncovery: Persona Planning
Wednesday, October 19, 2011

16. Buying Process Map
Early Middle Late
Questions
(primary driver in bold)
Keywords Jumpstart Tip:
Landing Pages Start w/ late stage
& get started!
Conversion Events
Wednesday, October 19, 2011

17. Personas - Schizographic Diagram
Legend: value/variables/benes, situational drivers, customer questions, topology, bold for emphasis
Process: Logical Process: Emotional
Pace:
Quick
Jumpstart Tip:
Pace:
Pick 1 dimension
& get started!
Deliberate
Wednesday, October 19, 2011

18. 3 Tips To Help...
Text
Wednesday, October 19, 2011

19. 1. Optimize What Is
How much space do I need?
Wednesday, October 19, 2011

20. How Much Space?
“I want to see available sizes”
New to Self
“Help me
Storage? We’re
here to help.
Our storage
experts can choose the
breakdown all
your options &
help you choose! right size”
(she’s expecting a chart, (she’s
list or other logical way to expecting a
compare options) helping hand)
Wednesday, October 19, 2011

21. II. Plan What Could Be
I) Which Persona?
II) What action?
III) Her information needs...
Wednesday, October 19, 2011

22. “Scenario” Planning
Wednesday, October 19, 2011

23. “Scenario” Planning
Wednesday, October 19, 2011

24. Planning for Insight...
Wednesday, October 19, 2011

25. Planning for Insight...
Wednesday, October 19, 2011

26. Yields Insightful Data
Wednesday, October 19, 2011

27. Yields Insightful Data
Wednesday, October 19, 2011

28. III. Persona-driven Testing
Before After
Wednesday, October 19, 2011

29. Persona-driven Testing
•Results:
- 22.4% lift in aggregate
- We have a higher-performing page to
send traffic to
Wednesday, October 19, 2011

30. Key Takeaway
Wednesday, October 19, 2011

31. Free Persona Review?
FutureNow, Inc. &
GrokDotCom
1-877-643-7244
Howard Kaplan
howardk@futurenowinc.com
@HowardKaplan
Wednesday, October 19, 2011