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.
Transcript of Simplifying Personas
Simplifying Personas Gemma MacNaught
About Conversion Factory
Gemma MacNaught Lead Conversion Consultant Conversion Factory [email protected]
@gemmamacnaught
Clients from start-‐ups to $5B web giants
We focus on:
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
What are personas?
Why are personas important?
Why do people hate personas?
Much be7er
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
Understand the goals
Your goals
Make more money
Generate more leads
Increase brand awareness
Customer retenIon
Understand the goals
User goals
Fulfill a need/requirement
Get assistance
InformaIon
Peace of mind
Peer approval
Your goals
Make more money
Generate more leads
Increase brand awareness
Customer retenIon
Meet your new personas
Right
Impulsive
CreaIve
ErraIc
EmoIonal
ImpaIent
CharacterisIcs of the new personas
Unconscious
Le=
AnalyIcal
CauIous
SystemaIc
Logical
PaIent
CharacterisIcs of the new personas
Conscious
Right
Impulsive
CreaIve
ErraIc
EmoIonal
ImpaIent
Unconscious
What’s important to these new personas
Price
Imagery
EmoIon
Rewards
PromoIons
Direct content
Right
What’s important to these new personas
Le=
Full content
Usability
Security
Reassurance
Transparency
Pain points
Price
Imagery
EmoIon
Rewards
PromoIons
Direct content
Right
How do we put this into acIon?
11/11/2013 Angels Fancy Dress 17
Remember this?
If your product was on that shelf…
Box up your product
This product is :
1. Awesome 2. Half price 3. Everyone will like you if you buy it
Here’s our reviews,
our security standards,
our customer service
guarantee
What would make shoppers pick you?
back front
Box up your product
it can be tested! The best thing about this persona process….
In Summary
1. Who, Where, When & How
2. Why
3. What
Target Market: Google AnalyIcs
Goals: Understanding your users’ goals
Personas: Are you doing the right (and leb) thing?
4. Test it!
QuesQons? @gemmamacnaught
Simplifying Personas
