User Persona: A tool to increase Conversion
This blog entry was posted on June 11, 2009.
A User Persona is a fictitious, specific and concrete representation of your targeted website visitors. This is a way to put a personal, human face on a group of visitors that are seeking certain goals. When the needs of your targeted customer appear real and life-like, you are able to design specifically for the answers they seek. The website layout, the navigation and even the call to actions are tailored to their needs. Designing the customer experience increases trust and therefore conversion.
Most websites will have multiple visitor types, with multiple needs. It will generally take 2-5 user personas to describe a website’s targeted audience. Let’s look at a few examples. Let’s assume you have a business consulting website, these are two user personas that you might create.
Dave Johnson is a 38 year old long haul trucker that wants to start-up his own freight hauling business. With two years college education and 15 years behind the wheel of an 18 wheeler, Dave has learned the ins and outs of the freight hauling industry. Dave and his driving partner (and wife) Sally are looking for help in forming their own company and how to best market their services.
John Mavor is a 32 year old personal trainer with a loyal following of clients. John has a four year degree in Physical Fitness and Wellness and 8 years in operating his own business. Located in the Washington DC area, John wants to take his business to the next level by opening up his own facility. He is looking for a business coach to guide him through the process.
Both John and Dave may be of a similar age and gender, but they have very different needs. One wants to launch a new business, the other to grow an existing business in two very different service industries. Two different navigation paths could be designed to improve website conversion. Different tools, reports and resources can be offered for these two conversion paths.
User Persona Checklist
What types of information should go into the development of a user persona? Remember, the idea is to make them seem as real as possible. You can extract data from actual clients, Google Analytics data and even demographics from your market research.
Background
- Name and nickname.
- Photo
- Age
- Gender
- Education
- Work experience
Individual
- Personality
- Timid or bold
- Communication style
- Computer skills
Problem
- What the visitor is seeking
- Purpose
- Expectations
- Goals
- Problem to be solved
Motivation
- Urgency
- Desires
- Price vs. Quality
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Related posts:
- User Persona: Developing a Website Visitor Profile
- Your Online Persona
- Use Social Bookmarking to Increase Website Traffic
- Using LinkedIn as a Networking Tool for Realtors
- NoFollow as an SEO Tool
Filed under: Internet Marketing,Website Design
This entry was posted on Thursday, June 11th, 2009 at 4:23 am and is filed under Internet Marketing, Website Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.4 Comments
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