conversion conference sf-personas-final

S18:

Personas 201

FutureNow / Grokdotcom@HowardKaplan @FNIsGrokDotCom

#ConvCon #personas

Personas 101

Eyetracking 4 Perspectives:

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

Overcoming Sales Friction 1.0

Secret to Conversion

Clicks Are People!

For you to achieve your goals, your visitors must achieve their goals first.

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a clear understanding of a target customer that exists in the mind of your team.

Characters...

(Viagra for Empathy)

•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

Personas are NOT...

X

X

Entry Point

ConversionPoint

Reconsidering Conversion

X

X

Entry Point

ConversionPoint

How “we” buy

WIIFM?I) Which Persona?

II) What action?

III) Her information needs...

Competitive Spontaneous

Methodical Humanistic

How We Buy

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Competitive

Car

Spontaneous

Books

Methodical

Vacations

Humanistic

Hire CPA

How I Buy

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Uncovery: Persona Planning

Eating the Elephant?

Eating the Elephant?

Common Sense Approach

1) Easily let people achieve what they came for

(Convert the persuaded traffic)

2) Find more people who also want to do that

(Drive traffic we can convert)

3) Uncover the reasons why some visitors don’t

(Persuade the unsold)

Personas 201

Personas Help You...

Personas Help You...I. Get more actionable insights from clickstream data

Personas Help You...I. Get more actionable insights from clickstream data

II. Prioritize your optimization efforts

Personas Help You...I. Get more actionable insights from clickstream data

II. Prioritize your optimization efforts

III. Design better tests

I. Personas & Clickstream Data

I. Personas & Clickstream Data•Clickstream data = all those dang reports in your web analytics account.

I. Personas & Clickstream Data•Clickstream data = all those dang reports in your web analytics account.

•Funnel reports are key, right?

Standard Funnels

They added...

They bought...

Q: Actionable?A: Somewhat.

BUT...

what aboutthe prospects whonever made it this far?

Don’t Toss This Funnel...

But, let’s start thinking

bigger

Aggregate Data: scenario traffic: 35,000 uv/mo.conversion rate: 5.00%

ave goal value: $xxx

Funnels Personafied

They responded to your marketing...

They landed...

They researched...

They converted...or didn’t

Walk a Mile...

Step 1: Put yourself in their shoes

Walk a Mile...

Walk a Mile...

Where would they land?

What questions would they need to research?

Where would they get more info?

X

MultipleEntry Points

ConversionPoint

Planning for Insights

Persona Clickpaths

Step 2: document your “educated guess”

Persona Clickpaths

Step 2: document your “educated guess”

Step 3: setup big ‘ol funnels

Persona Clickpaths

Persona Super Funnels

Landing pageCategory Page

Sub-category PageProduct Page

Shopping CartCheckout Steps 1-n

Thank You Page

Regular Expression Match Type is your friend

RegEx to the Rescue

TextQ: So What?

A: You not only know where the “pain points” are, you know which persona is experiencing which pain

NT /

Comp. 3.28% 6.72%SP / .

Spontan

SJ / Methodical

11.53% 0.83% NF / .

Humanist

TextQ: So What?

A2: Fixing specific pain points on your site is much easier when you can empathize with their struggles.

Simple Example: “Storage”

How much space do I need?

“Help me choose the right size”

“I want to see available sizes”

New to Self Storage? We’re here to help.

Our storage experts can breakdown all your options & help you choose!

Primary

Secondary

How Much Space?

(she’s expecting a chart, a list or some other logical way to compare the options) (she’s expecting

a helping hand)

II. Personas & Prioritization

II. Personas & Prioritization•When there’s lots to test, what comes first?

II. Personas & Prioritization•When there’s lots to test, what comes first?

•Personas as “debate-enders”

Bang for Your Buck

Bang for Your Buck

Look For:1. shared steps

Bang for Your Buck

Bang for Your Buck

Bang for Your Buck

Look For:1. shared steps2. high-traffic “inputs”with low CR%

Bang for Your Buck

TextQ: So What?

A: We learned 2 particular pages need fixing ASAP...

More importantly, we know the priority of those efforts relative to other tests.

III. Persona-driven Testing

•Can we design 1 test to please 4 personas?

III. Persona-driven Testing

•Can we design 1 test to please 4 personas?

III. Persona-driven Testing

Testing for EveryoneBefore After

Persona-driven Testing•Results:– 22.4% lift in aggregate– We have a higher-performing page to send traffic to– Continued testing will yield “compounded” results

Persona-driven Testing

3.28% 6.72%

11.53% 0.83%

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Takeaways:

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a clear understanding of a target customer that exists in the mind of your team.

Takeaways:

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Takeaways:1. Don’t let your marketing personas “gather dust.”

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Takeaways:1. Don’t let your marketing personas “gather dust.”

2. Leverage them to find actionable insights, prioritize your efforts, and run smarter tests.

Free Persona Review?

FutureNow, Inc. / GrokDotCom1-877-643-7244

Howard Kaplanhowardk@futurenowinc.com

@HowardKaplan