151015-pre-canicas online marketing handout en

Using persona in marketing2015

© Canicas 2015, all rights reserved

2Using persona in marketing - © Canicas

Our experience

2


Online marketing approach

analyticsmobile

propositionnavigation

Persuasion: 4 colours

brand engagement

salesleads transactions

funnel(s)conversion power

visitors

organic traffic (SEO)

traffic from marketing

paid traffic (SEA)

traffic from social media


Improving conversion results

Get the conversion basics rightAddress four archetypes in their preferred way- red competitive- yellow spontaneous- blue methodical- green humanisticTake different behavior into accountDeploy in the (online) marketing chain, not just on the website- Landingpages & funnels- Adwords copy- e-mail / DM

Using persona in marketing - © Canicas 5

No middle of the road solutions for 'the average customer',but multiple typical conversion scenarios for different 'flesh and blood' customers

per-suasiveIntuitive

Usable

Accessible

Functional

Conversion basics + Persuasion

Bron : Bryan Eissenberg, Futurenowinc.

24/7 available without delay? Do all links work, without 404 messages?Do all pictures load?Are the web analytics basics in place?

Accessability: tested on most browsers & browser versions? Tested on mobile devices? Are font sizes readable for most people?Do your pictures have clear names?

User friendlyness: Understandable navigationScan-ability, good use of coloursSimple forms & Ordering buttons

Sublime use experience: provide the right type of information on the right place: delivery times, stock levels, additional costs, privacy, warranty and fotos of the exact details. Is the customer in the driver seat (or should he submit to IT?)


Persuasive websites/LP's…… make it absolutely clear:

what's in it for mewhat (latent) needs the product fulfills, how using the product makes me feelhow the product works, what proof there ishow the online buying process workswho else is enthusiastic about itwhich experts / authorities recommend it

⇒ consistently driving this home, both in copy and art⇒ constantly making the customer feel he is in a slide

Using persona in marketing - © Canicas

Key questions1. Is the proposition crystal clear?

2. Are conversion basics in place?

3. Can one find the site?

4. Do you accomodate the 4 archetypes?

5. Is the order flow a slide?

6. Does everything work fine on tablet and smartphone?

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ISTJ ISFJ INFJ INTJISTP ISFP INFP INTPESTP ESFP ENFP ENTPESTJ ESFJ ENFJ ENTJ

The 16 MBTI types


ISTJ ISFJ INFJ INTJISTP ISFP INFP INTPESTP ESFP ENFP ENTPESTJ ESFJ ENFJ ENTJ

The Keirsey temperaments

Competitive

(NT)

Methodical (SJ)

Humanistic(NF)

Methodical (SJ)

Spontaneous (SP)


MBTI plotting

INTP architectsingenious problem solvers

INTJ masterminds

competence & independence = perfection

ENTP inventorslife's entrepreneurs

ENTJ fieldmarshallseverything's fine, I'm in charge

ISTP craftersdoing the best I can with what I've got

ISFP composersit's the thought that counts

ESTP promoters let's get busy

ESFP performersdon't worry, be happy

INFP healersstill waters run deep

INFJ counselorscatalysts for positive change

ENFP championsanything's possible

ENFJ teachersthe public relations specialist

ISTJ inspectorstake your time and do it right

ISFJ protectorson my honor, to do my duty

ESTJ supervisorstaking care of business

ESFJ providerswhat can I do for you

'whatever works'

'the way it should be'

SensingiNtuitive


Persuasion managementThere are four archetypes (persona), each looking, choosing and clicking in their own way.

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CompetitiveNT

SpontaneousSP

HumanisticNF

MethodicalSJ

'whatever works'


SensingiNtuition


Persona drivers

Competitive• What?• Being competent• Framing things• Make natural connections

• Effectiveness• Independence• Abstract images

Spontaneous• Why now?• Feeling and sensing• Other people• Freedom• Improvisation• Undisciplined• Challenges

Humanistic• Who?• Intuition and feeling• Feeling good• Contribute to other people's lives

• Personal growth• Empathical• Abstract images

Methodical• How?• Feeling and judging• Security• Facts, details• Avoid risk• Conformistic• Normative• Logical

SensingiNtuition

'whatever works'



Typical remarks

Competitive• What are the benefits in a

nutshell?• What good does that for

me?• In a logical diagram many

things become clear to me• What is the bottom line?

Spontaneous• Why is this the best for me

NOW?• Help me choose the best

for me• Looked at from different

angles• Based on facts

Humanistic• Who else uses this product

/ service?• Which experts recommend

this?• What can this bring us in

the the future?• Can our people work with

this themselves?

Methodical• How does it work exactly?• What proof exists for this

promise?• How does it all correlate to

each other?• Where can I find out more

about this product / service?

SensingiNtuition

'whatever works'



Western world distributionArchetype distribution


Hollywood knows about this…

Humanistic

SpontaneousCompetitive

MethodicalSensingiNtuition

'whatever works'


Miranda

Carrie

Samantha

Charlotte


Humanistic


MethodicalSensingiNtuitive

'whatever works'



TopGear



Idealist

ArtisanRational

GuardianMain Street, USA

Greets visitors with a nostalgic look, at the safe, settled, home-town spirit of middle America a century

ago... Guardians feel right at

home.

Adventureland

The largest area of the park,...the theme here is the

fun and excitement of exploring new lands and

facing danger.... It's an Artisan's

paradise.

Fantasyland

Disney's wonderful world of dreams and make-believe, of storybooks and fairy tales....Catches the fancy and the "wish upon a star" spirit

of the Idealists.

Tomorrowland

Explores the brave new world of

science and technology. It's just the place for

Rationals.


Humanistic


MethodicalSensingiNtuitive

'whatever works'



TheA

teamBA

Face Hannibal

Murdoch


Guardian

Rational Artisan

Eyetracking differences

Idealist



Spontaneous

Methodical

Competitive

Humanistic



allvisitors


Artisan

Guardian

Competitive

Humanistic


visitorsper type


Red vs Green

Source: Canicas eyetracking research, 2011


Different behaviour

Source: Canicas

eyetracking research,

2011


Orientation vs choosing

New insights:Yellow orientates shortly but suffers from decision making stressRood orientates longer than expectedThe 'careful' green is faster in everything than expected

Source: Canicas eyetracking research, 2011

Total time task 1-4 (orientation) Total time task 5-6 (choosing)

0,00%0,00%


Independer: +36%


Scarlet: +72%Onderwerp: Grijp uw kans! Onderwerp: Benieuwd wat uw gezin kan besparen?


Philips


MalariaNoMore


Centraal Beheer Ondernemers Polis

Marktintroductie van pakket schadeverzekeringen voor MKB en ZPCanicas responsible for conversion, design, copy, online marketing, funnel dashboard and A/B testingImplement 4 colour approach product pages, funnel and online marketing

33Bedrijfspresentatie Canicas

Centraal Beheer Ondernemers Polis


Contact details

Hans Drenth, owneroffice +31 20 6353232 / cell +31 622 [email protected]

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