Simplifying Personas

•

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Personas are supposed to help us understand, target and serve our audience. Instead they create confusion and an awful lot of guess work without demonstrating many benefits. But it doesn't need to be that way - This presentation covers a simplified persona process that we can all relate to making it much more actionable than traditional models. The best part is that it is testable so you can benchmark and measure the impact of your efforts. Presented at the Content Marketing Show 2013.

Marketing Technologie Business

About
Conversion
Factory

Clients
from
start-‐ups
to
$5B

web
giants

We
focus
on:

Gemma
MacNaught

Lead
Conversion
Consultant

Conversion
Factory

gemma@conversionfactory.com

@gemmamacnaught

IdenIfying
barriers
to

conversion

Proposing
soluIons

TesIng
them

Typically
double
digit

increases
in
conversion
rate

within
3
months

What
are

personas?

11/11/2013

Angels
Fancy
Dress

3

How
do
we

simplify

personas?

11/11/2013

Angels
Fancy
Dress

8

You
sIll
need
to
know
your
target
market

Take
advantage
of
new
Google
AnalyIcs

demographics
and
interest
data

And
how/when/where
they
are
visiIng
your
site

ü New
vs
Returning
Visitors

ü LocaIon

ü Periods
of
Increased
Visits/Conversions

ü Mobile,
Tablet
and
Desktop

CharacterisIcs
of
the
new
personas

Right

Impulsive

CreaIve

ErraIc

EmoIonal

ImpaIent

Unconscious

CharacterisIcs
of
the
new
personas

Le=

CauIous

AnalyIcal

SystemaIc

Logical

PaIent

Conscious

Right

Impulsive

CreaIve

ErraIc

EmoIonal

ImpaIent

Unconscious

What’s
important
to
these
new
personas

Right

Direct
content

Price

Imagery

EmoIon

PromoIons

Rewards

What’s
important
to
these
new
personas

Le=

Full
content

Right

Direct
content

Usability

Price

Security

Imagery

Transparency

Reassurance

Pain
points

EmoIon

PromoIons

Rewards

How
do
we

put
this
into

acIon?

11/11/2013

Angels
Fancy
Dress

17

Box
up
your
product

If
your
product
was
on
that
shelf…

What
would
make
shoppers
pick
you?

Here’s
our

reviews,

our
security

standards,

our
customer

service

guarantee

back

This
product

is
:

1.
Awesome

2.
Half
price

3.

Everyone

will
like
you

if
you
buy
it

front

Box
up
your
product

The
best
thing
about
this
persona
process….

it
can
be
tested!

In
Summary

1.
Who,
Where,
When
&
How

Target
Market:
Google
AnalyIcs

2.
Why

Goals:
Understanding
your
users’
goals

3.
What

Personas:
Are
you
doing
the
right
(and
leb)
thing?

4.
Test
it!

Simplifying
Personas

QuesQons?

@gemmamacnaught

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Simplifying Personas

1. Simplifying Personas Gemma MacNaught

2. About Conversion Factory Clients from start-‐ups to $5B web giants We focus on: Gemma MacNaught Lead Conversion Consultant Conversion Factory gemma@conversionfactory.com @gemmamacnaught IdenIfying barriers to conversion Proposing soluIons TesIng them Typically double digit increases in conversion rate within 3 months

3. What are personas? 11/11/2013 Angels Fancy Dress 3

4. What are personas?

5. Why are personas important?

6. Why do people hate personas?

7. Much be7er

8. How do we simplify personas? 11/11/2013 Angels Fancy Dress 8

9. You sIll need to know your target market Take advantage of new Google AnalyIcs demographics and interest data And how/when/where they are visiIng your site ü New vs Returning Visitors ü LocaIon ü Periods of Increased Visits/Conversions ü Mobile, Tablet and Desktop

10. Understand the goals Your goals Make more money Generate more leads Increase brand awareness Customer retenIon

11. Understand the goals Your goals User goals Make more money Fulﬁll a need/ requirement Generate more leads InformaIon Increase brand awareness Customer retenIon Get assistance Peace of mind Peer approval

12. Meet your new personas

13. CharacterisIcs of the new personas Right Impulsive CreaIve ErraIc EmoIonal ImpaIent Unconscious

14. CharacterisIcs of the new personas Le= CauIous AnalyIcal SystemaIc Logical PaIent Conscious Right Impulsive CreaIve ErraIc EmoIonal ImpaIent Unconscious

15. What’s important to these new personas Right Direct content Price Imagery EmoIon PromoIons Rewards

16. What’s important to these new personas Le= Full content Right Direct content Usability Price Security Imagery Transparency Reassurance Pain points EmoIon PromoIons Rewards

17. How do we put this into acIon? 11/11/2013 Angels Fancy Dress 17

18. Remember this?

19. Box up your product If your product was on that shelf… What would make shoppers pick you? Here’s our reviews, our security standards, our customer service guarantee back This product is : 1. Awesome 2. Half price 3. Everyone will like you if you buy it front

20. Box up your product The best thing about this persona process…. it can be tested!

21. In Summary 1. Who, Where, When & How Target Market: Google AnalyIcs 2. Why Goals: Understanding your users’ goals 3. What Personas: Are you doing the right (and leb) thing? 4. Test it!

22. Simplifying Personas QuesQons? @gemmamacnaught

Simplifying Personas

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