S6:                               Persona-based                                Optimization                              H...
1st Conversion Myth                                                Conversion                                            X...
Reconsider Conversion                                        Conversion                                    X     Point    ...
Secret to ConversionWednesday, October 19, 2011
It’s About Them Not Us!                               For you to achieve                                your goals, your  ...
Eyetracking 4 Perspectives:                http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/Wedn...
Wednesday, October 19, 2011
Wednesday, October 19, 2011
Wednesday, October 19, 2011
Q: What’s a Persona?       TextWednesday, October 19, 2011
Personas are NOT...       •Stereotypes                       – neither soccer nor hockey moms exist       •Demographic Seg...
a clear understanding of a        target customer that                    Text        exists in the mind of your        te...
Characters...                        (Viagra for Empathy)Wednesday, October 19, 2011
+ Buying “Mode”        Pace:           Quick                Competitive           Spontaneous                             ...
Uncovery: Persona PlanningWednesday, October 19, 2011
Buying Process Map                              Early       Middle        Late   Questions   (primary driver in bold)   Ke...
Personas - Schizographic Diagram                                     Legend:   value/variables/benes,   situational driver...
3 Tips To Help...                               TextWednesday, October 19, 2011
1. Optimize What Is                 How much space do I need?Wednesday, October 19, 2011
How Much Space?                        “I want to see available sizes”                                                    ...
II. Plan What Could Be  I) Which Persona?  II) What action?  III) Her information needs...Wednesday, October 19, 2011
“Scenario” PlanningWednesday, October 19, 2011
“Scenario” PlanningWednesday, October 19, 2011
Planning for Insight...Wednesday, October 19, 2011
Planning for Insight...Wednesday, October 19, 2011
Yields Insightful DataWednesday, October 19, 2011
Yields Insightful DataWednesday, October 19, 2011
III. Persona-driven Testing                         Before   AfterWednesday, October 19, 2011
Persona-driven Testing  •Results:                       - 22.4% lift in aggregate                       - We have a higher...
Key TakeawayWednesday, October 19, 2011
Free Persona Review?                  FutureNow, Inc. &                      GrokDotCom                     1-877-643-7244...
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Conversion conference nyc-kaplan-personas-final

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Persona based optimization

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Conversion conference nyc-kaplan-personas-final

  1. 1. S6: Persona-based Optimization Howard Kaplan Brian Lewis @HowardKaplan @ImAnonymous #ConvCon #personasWednesday, October 19, 2011
  2. 2. 1st Conversion Myth Conversion X Point Entry X PointWednesday, October 19, 2011
  3. 3. Reconsider Conversion Conversion X Point Entry X Point(s) XWednesday, October 19, 2011
  4. 4. Secret to ConversionWednesday, October 19, 2011
  5. 5. It’s About Them Not Us! For you to achieve your goals, your visitors must achieve their goals first.Wednesday, October 19, 2011
  6. 6. Eyetracking 4 Perspectives: http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/Wednesday, October 19, 2011
  7. 7. Wednesday, October 19, 2011
  8. 8. Wednesday, October 19, 2011
  9. 9. Wednesday, October 19, 2011
  10. 10. Q: What’s a Persona? TextWednesday, October 19, 2011
  11. 11. 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 headshotWednesday, October 19, 2011
  12. 12. a clear understanding of a target customer that Text exists in the mind of your team.Wednesday, October 19, 2011
  13. 13. Characters... (Viagra for Empathy)Wednesday, October 19, 2011
  14. 14. + Buying “Mode” Pace: Quick Competitive Spontaneous (MBTI: NT) (MBTI: SP) vs. Methodical Humanistic Deliberate (MBTI: SJ) (MBTI: NF) Bias: Logical vs. EmotionalWednesday, October 19, 2011
  15. 15. Uncovery: Persona PlanningWednesday, October 19, 2011
  16. 16. Buying Process Map Early Middle Late Questions (primary driver in bold) Keywords Jumpstart Tip: Landing Pages Start w/ late stage & get started! Conversion EventsWednesday, October 19, 2011
  17. 17. Personas - Schizographic Diagram Legend: value/variables/benes, situational drivers, customer questions, topology, bold for emphasis Process: Logical Process: Emotional Pace: Quick Jumpstart Tip: Pace: Pick 1 dimension & get started! DeliberateWednesday, October 19, 2011
  18. 18. 3 Tips To Help... TextWednesday, October 19, 2011
  19. 19. 1. Optimize What Is How much space do I need?Wednesday, October 19, 2011
  20. 20. How Much Space? “I want to see available sizes” New to Self “Help me Storage? We’re here to help. Our storage experts can choose the breakdown all your options & help you choose! right size” (she’s expecting a chart, (she’s list or other logical way to expecting a compare options) helping hand)Wednesday, October 19, 2011
  21. 21. II. Plan What Could Be I) Which Persona? II) What action? III) Her information needs...Wednesday, October 19, 2011
  22. 22. “Scenario” PlanningWednesday, October 19, 2011
  23. 23. “Scenario” PlanningWednesday, October 19, 2011
  24. 24. Planning for Insight...Wednesday, October 19, 2011
  25. 25. Planning for Insight...Wednesday, October 19, 2011
  26. 26. Yields Insightful DataWednesday, October 19, 2011
  27. 27. Yields Insightful DataWednesday, October 19, 2011
  28. 28. III. Persona-driven Testing Before AfterWednesday, October 19, 2011
  29. 29. Persona-driven Testing •Results: - 22.4% lift in aggregate - We have a higher-performing page to send traffic toWednesday, October 19, 2011
  30. 30. Key TakeawayWednesday, October 19, 2011
  31. 31. Free Persona Review? FutureNow, Inc. & GrokDotCom 1-877-643-7244 Howard Kaplan howardk@futurenowinc.com @HowardKaplanWednesday, October 19, 2011
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