Conversion Conference SF March 2011 - Using Personas in Optimization

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Describes how to make your personas more actionable by incorporating behavioral elements, and how to use them tactically in your optimization plans to make your website better.

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Conversion Conference SF March 2011 - Using Personas in Optimization

  1. 1. S18: Personas 201 FutureNow / Grokdotcom @HowardKaplan @FNIsGrokDotCom#ConvCon #personas
  2. 2. Personas 101
  3. 3. Eyetracking 4 Perspectives:http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/
  4. 4. Overcoming Sales Friction 1.0
  5. 5. Secret to Conversion
  6. 6. Clicks Are People! For you to achieve your goals, your visitors must achieve their goals first.
  7. 7. a clear understanding ofa target customer that Textexists in the mind of yourteam.
  8. 8. Characters...(Viagra for Empathy)
  9. 9. 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
  10. 10. Reconsidering Conversion Conversion X PointEntry XPoint
  11. 11. How “we” buy Conversion X PointEntry XPoint
  12. 12. WIIFM?I) Which Persona?II) What action?III) Her information needs...
  13. 13. How We BuyPace: Quick Competitive Spontaneous vs. Methodical HumanisticDeliberate Bias: Logical vs. Emotional
  14. 14. How I BuyPace: Quick Competitive Spontaneous Car Books vs. Methodical HumanisticDeliberate Vacations Hire CPA Bias: Logical vs. Emotional
  15. 15. Uncovery: Persona Planning
  16. 16. Eating the Elephant?
  17. 17. Eating the Elephant?
  18. 18. 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)
  19. 19. Personas 201
  20. 20. Personas Help You...
  21. 21. Personas Help You...I. Get more actionable insights from clickstream data
  22. 22. Personas Help You...I. Get more actionable insights from clickstream dataII. Prioritize your optimization efforts
  23. 23. Personas Help You...I. Get more actionable insights from clickstream dataII. Prioritize your optimization effortsIII. Design better tests
  24. 24. I. Personas & Clickstream Data
  25. 25. I. Personas & Clickstream Data•Clickstream data = all those dang reports in your web analytics account.
  26. 26. I. Personas & Clickstream Data•Clickstream data = all those dang reports in your web analytics account.•Funnel reports are key, right?
  27. 27. Standard FunnelsThey added...They bought...
  28. 28. Q: Actionable?A: Somewhat.BUT...what aboutthe prospects whonever made it thisfar?
  29. 29. Don’t Toss This Funnel... Aggregate Data: scenario traffic: 35,000 uv/mo. conversion rate: 5.00% ave goal value: $xxxBut, let’s start thinking bigger
  30. 30. Funnels PersonafiedThey responded to your marketing... They landed... They researched... They converted...or didn’t
  31. 31. Walk a Mile...
  32. 32. Walk a Mile...Step 1: Put yourself in their shoes
  33. 33. Walk a Mile...Where would they land?What questions would they need to research?Where would they get more info?
  34. 34. Planning for Insights Conversion X PointMultiple Entry Points
  35. 35. Persona Clickpaths
  36. 36. Persona ClickpathsStep 2: document your“educated guess”
  37. 37. Persona ClickpathsStep 2: document your“educated guess”Step 3: setup big ‘ol funnels
  38. 38. Persona Super Funnels Landing page Category Page Sub-category Page Product Page Shopping Cart Checkout Steps 1-n Thank You Page
  39. 39. RegEx to the RescueRegularExpressionMatch Type isyour friend
  40. 40. Q: So What? Text
  41. 41. A: You not only know where the“pain points” are, you knowwhich persona is experiencingwhich pain NT / SP / . Comp. 3.28% 6.72% Spontan NF / . SJ / 11.53% 0.83% HumanistMethodical
  42. 42. Q: So What? Text
  43. 43. A2: Fixing specific pain pointson your site is much easierwhen you can empathize withtheir struggles.
  44. 44. Simple Example: “Storage”How much space do I need?
  45. 45. How Much Space? “I want to see available sizes” New to Self Storage? We’re here to help. Primary Our storage experts can breakdown all your options & “Help me help you choose! choose the right size” Secondary(she’s expecting a chart, alist or some other logicalway to compare the options) (she’s expecting a helping hand)
  46. 46. II. Personas & Prioritization
  47. 47. II. Personas & Prioritization•When there’s lots to test, what comes first?
  48. 48. II. Personas & Prioritization•When there’s lots to test, what comes first?•Personas as “debate-enders”
  49. 49. Bang for Your Buck
  50. 50. Bang for Your Buck Look For: 1. shared steps
  51. 51. Bang for Your Buck
  52. 52. Bang for Your Buck
  53. 53. Bang for Your Buck Look For: 1. shared steps 2. high-traffic “inputs” with low CR%
  54. 54. Bang for Your Buck
  55. 55. Q: So What? Text
  56. 56. A: We learned 2 particularpages need fixing ASAP...More importantly, we know thepriority of those efforts relativeto other tests.
  57. 57. III. Persona-driven Testing
  58. 58. III. Persona-driven Testing•Can we design 1 test to please4 personas?
  59. 59. III. Persona-driven Testing•Can we design 1 test to please4 personas?
  60. 60. Testing for EveryoneBefore After
  61. 61. 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
  62. 62. Persona-driven Testing 3.28% 6.72% 11.53% 0.83%
  63. 63. Takeaways: Text
  64. 64. Takeaways:a clear understanding ofa target customer that Textexists in the mind of yourteam.
  65. 65. Takeaways:1. Don’t let your marketingpersonas “gather dust.” Text
  66. 66. Takeaways:1. Don’t let your marketingpersonas “gather dust.”2. Leverage them to find Textactionable insights, prioritizeyour efforts, and run smartertests.
  67. 67. Free Persona Review?FutureNow, Inc. / GrokDotCom 1-877-643-7244 Howard Kaplan howardk@futurenowinc.com @HowardKaplan

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