buyer personas to improve conversion rates
TRANSCRIPT
Use Buyer Personas or Lose sales
Who am I?
https://www.linkedin.com/in/depeshmandalia
What is a Buyer Persona?
Use Buyer Personas or Lose sales
Buyer Persona
Who buyers are?
What are their goals?
How they think and, buy?Why they make such buying decisions?
Where do they buy?
When do they decide to buy?
Buyer Personas
● They are based on grouped attributes○ Demographics○ Needs, preferences and motivations○ Other areas related to your business
● They are not segments
● They are models / representations / views
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This is not a persona
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Our target customer
This is also not a persona
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This is a persona
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Segments and Personas work together to improve your marketing
“Segments help you identify your target consumer”
“Personas help you communicate better with them”
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Why do you need “Personas”?
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Spray and pray - it ain’t pretty
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Targeted customers
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Collecting data for Personas
1. You
2. Your customers
3. Non-customers
4. National statistics data
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Real-life application
How a UK hotel company
Increased conversion 100%
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What we did
● Online survey + national statistics to create Buyer Personas
● Matched intent vs action for tracking
● Enhanced the user journey with AB testing to meet the needs of each persona
● Resulted in a doubling of the online conversion rate
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Conducted a website survey
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BEGINNER +
TECHNIQUE
Started with a simple question
‘What is the reason for your visit today?’
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What is the reason for your visit today?
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Conducting the intent survey
The second question:
‘Are you likely to book a break online today?’
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Understood visitor interactions against our KPIs
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Conducting the intent survey
The final question was open ended:
‘Is there anything you couldn’t find or needed more information on?’
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Conducting the intent survey
Whilst we asked 3 questions we also collected some additional information
We asked for their gender, DOB and postcode...
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Got data. Now what?
Needed to make sense of the data in context of user journeys
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Buyer personas
3 Buyer Personas were enough to help understand intent and action.
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Product & Content Consumers
Price & Offer Prospects
Online Bookers
INTERMEDIATE
TECHNIQUE
Enhanced using external data
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ADVANCED
TECHNIQUE
via: http://www.ons.gov.uk/ons/guide-method/census/index.html
Example profiles via CACI/Acorn
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Reshaping Personas via Segments
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Less affluent older customers
Low affluence younger customers
Affluent older customers
Young affluent customers
Blues Greens
RedsYellows
Life-stage
Aff
lue
nc
e
Segmentation
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Our target customer
Evaluating our online strategy
○ Focus on Greens and Blues
○ Product pivot for Yellows and Reds
○ Build the online experience to match expectations
○ The ‘female’ Green was our primary target and drove growth marketing decisions
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Blues
Greens
RedsYellows
Product & Content Consumers
Discovery○ Who are [brand]?○ Is [brand] hotels right for me?○ What type of people go?○ Why should I book with you?
Research○ What’s on offer?○ Where can I go?○ When can I go?○ What can I do?
○ Roughly how much?○ Can I compare hotels/resorts?
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Blues
Greens
Reds
Yellows
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Matching funnel KPIs to Personas
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Phew!
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Example of applied Buyer Personas
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CONTROL CHALLENGER
Example of applied Buyer Personas
15/11/2011
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CONTROL CHALLENGER
Product & Content Consumers
Price & Offer Prospects
Online Bookers
Example of applied Buyer Personas
15/11/2011
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CONTROL CHALLENGER
Product & Content Consumers
Price & Offer Prospects
Online Bookers
Bookings up 7%
How we doubled sales
Reviewed the user journey reflecting the needs of each persona
Over a period of 6 months improved
conversion through each step of the
journey by communicating better with
our Buyer Personas
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Customer experience framework
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Conversion
Toolkit
Reporting & Insight
Customer Experience
Test & Learn
Develop & Improve
Split testing
Session Capture
Online Survey
Landing Pages
Campaigns
Merchandising
BI/CRM“Call Tracker”
Creative
MVT
Focus groups Lab tests
Functionality development
Site structure, IA
Behavioural targeting
Designs
Product
AnalyticsPersonas
Promotions
5 Key takeaways
1. Use website surveys, now2. Create personas using whatever resource you can
Try https://xtensio.com/user-persona
Think like your customer
Solve their problems and improve their experience
3. Map your communications to personas
Landing page experience
Visual and written communications
Tools & features
4. Measure, test and learn5. Evolve and grow!
Use Buyer Personas or Lose sales
END.
15/11/2011
Use Buyer Personas or Lose sales
by Depesh Mandalia
Growth Marketer, Consultant and Advisor
@depesh
in/depeshmandalia
Created on behalf of WebEngage, a Multi-channel User Engagement Platform for businesses of all sizes. Experts in customer engagement.