How Addressing Personas Resulted in a 238% improvement in Conversions

Our Founders

Khalid SalehCEO

A recognized expert of marketing strategy, Khalid has been a frequent guest in key media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and more. He is an in-demand speaker who has presented at marketing conferences across the globe.

Ayat ShukairyCo-founder, Managing Partner

400+ conversion optimization projects, She has worked with some of the world top brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns.

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A Key Provider of Business Collaboration Tools And Global

Connectivity

A Key Provider of Business Collaboration Tools And Global

Connectivity

The Control

• Image was obscure• Analytics/heat map data

indicted visitors were not scrolling as much

• Information wasn’t sufficient

Test Problems:

1. Lack of personalization on the page.

2. Lack of clarity in the overall value proposition.

3. Low conversion rates.

4. Very high bounce rate.

Landing Page

By addressing personas through successful imagery and organized content, conversions will increase.

• Short copy• Targeted image• Use of image space for targeting

visitors with additional benefits

Variation 1

• Long copy remained, but with more calls to action

• Targeted image• Utilized space on image to

further clarify offering and appeal to personas

Variation 2

Side By Side Look

2211

Audience Question:Which design generated the most sales?

00

Increase in Website Conversion238.5

%

The Winner11

Models, examples and archetypes that humanize and individualize a specific target market. They are hypothetical individuals who represent target consumers.

Four Temperaments:

1.Logical

2.Impulsive

3.Caring

4.Aggressive

What are Personas?

What are Personas?

Where did Personas Come From?

• Image appealed more effectively.

• Language addressed needs of the aggressive persona (features), and the impulsive through clear language and bullets.

• Headline solved a problem for the visitor.

Why Did The Variation Win?

Audience Question:Which design generated the most sales?

Pop Quiz

11 22

Increase in Website Conversion17.04

%

The Winner

22

Personas: Where to Begin

FUDs

FUDs

FUDs

FUDs

A Major Online Retailer of Medical Scrubs and Materials

A Major Online Retailer of Medical Scrubs and Materials

The Control

• When evaluating the page, we considered who the customers were in order to create a more successful design

Scrub Retailer

Persona creation: 4 – 6 personas created for this scrub retailer – each with different needs, different trigger words, motivations, FUDs etc.

By anticipating different visitor needs and understanding market segement through the creation of personas, conversions will increase.

• Cleaned clutter• More emphasized description• Cart on right nav not left• Removed left nav all together

Variation 1

11

Audience Question:Which design generated the most sales?

00

Side By Side Look

Increase in Website Conversion26%

The Winner11

What Should Personas Impact

Main Areas of Adjustments

Logical Aggressive Caring Impulsive

Navigational Conversion Paths

Headers/Headlines

Sequence of the content

Value Proposition

Images

Buying Stages and Personas

Audience Question:Which design generated the most sales?

Pop Quiz

11 2200

Increase in Website Conversion55.56

%

The Winner22

What kind of persona are you?

Audience Question:

• Cognitive progression is important to consider:

• Value.

• Investment.

• Price.

• Adjust copy and design to maximize response from pages serving multiple personas.

• Personas are works in progress. We make assumptions about the market, create personas to match our assumptions, test and continue to evolve them.

• Personas are generalization of the demographic, psychographic, and behavioral trends of your different target market segments.

Optimizing For Personas

Audience Question:Which design generated the most sales?

Pop Quiz

11 22

Increase in Website Conversion90.67

%

The Winner22

Personas Summary

• Models, examples and archetypes that humanize and individualize a specific target market. They are hypothetical individuals who represent target consumers.

• 4 main temperaments, each persona you create will hold more than one depending on the buying stage you are at.

• Cognitive progression is important to consider: Value, Investment, Price

• Adjust copy and design to maximize response from pages serving multiple personas.

• Personas are works in progress. We make assumptions about the market, create personas to match our assumptions, test and continue to evolve them.

• Personas are generalization of the demographic, psychographic, and behavioral trends of your different target market segments.

More information

Amazon.com

Looking to increase your conversions?The Conversion Framework™ brings a unique methodology to marketing optimization, generating repeatable and sustainable increase in conversion rates.

3,000+ Test plans , 400+ partners, 11 different countries

• Learn more how we can work together:• Select “Partnership Opportunities to

Increase Conversion Rates” on webinar survey

• or email convert@invesp.com

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