conversion conference sf-personas-final
TRANSCRIPT
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.
Text
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 [email protected]
@HowardKaplan