conversion conference nyc-kaplan-personas-final
DESCRIPTION
Persona based optimizationTRANSCRIPT
S6:
Persona-based Optimization
Howard Kaplan Brian Lewis @HowardKaplan @ImAnonymous
#ConvCon #personasWednesday, October 19, 2011
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Entry Point
ConversionPoint
1st Conversion Myth
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Entry Point(s)
ConversionPoint
Reconsider Conversion
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Secret to Conversion
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It’s About Them Not Us!
For you to achieve your goals, your
visitors must achieve their goals first.
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Eyetracking 4 Perspectives:
http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/
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TextQ: What’s a Persona?
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Personas are NOT...•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
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Text
a clear understanding of a target customer that exists in the mind of your team.
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Characters...
(Viagra for Empathy)Wednesday, October 19, 2011
Competitive
(MBTI: NT)
Spontaneous
(MBTI: SP)
Methodical
(MBTI: SJ)
Humanistic
(MBTI: NF)
+ Buying “Mode”
Bias: Logical vs. Emotional
Pace:
Quick
vs.
Deliberate
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Uncovery: Persona Planning
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Early Middle Late
Questions
(primary driver in bold)
Keywords
Landing Pages
Conversion Events
Buying Process Map
Jumpstart Tip:
Start w/ late stage & get started!
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Process: Logical Process: Emotional
Pace:
Quick
Pace:
Deliberate
Legend: value/variables/benes, situational drivers, customer questions, topology, bold for emphasis
Personas - Schizographic Diagram
Jumpstart Tip:
Pick 1 dimension & get started!
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Text
3 Tips To Help...
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1. Optimize What Is
How much space do I need?Wednesday, October 19, 2011
“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!
How Much Space?
(she’s expecting a chart, list or other logical way to compare options)
(she’s expecting a helping hand)
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II. Plan What Could Be
I) Which Persona?
II) What action?
III) Her information needs...
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“Scenario” Planning
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“Scenario” Planning
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Planning for Insight...
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Planning for Insight...
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Yields Insightful Data
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Yields Insightful Data
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III. Persona-driven TestingBefore After
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Persona-driven Testing•Results: - 22.4% lift in aggregate - We have a higher-performing page to send traffic to
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Key Takeaway
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Free Persona Review?
FutureNow, Inc. & GrokDotCom
1-877-643-7244
Howard [email protected]
@HowardKaplan
Wednesday, October 19, 2011