Personas are supposed to help us understand, target and serve our audience. Instead they create confusion and an awful lot of guess work without demonstrating many benefits. But it doesn't need to be that way - This presentation covers a simplified persona process that we can all relate to making it much more actionable than traditional models. The best part is that it is testable so you can benchmark and measure the impact of your efforts. Presented at the Content Marketing Show 2013.

1. Simplifying
Personas
Gemma
MacNaught

2. About
Conversion
Factory
Clients
from
start-­‐ups
to
$5B
web
giants
We
focus
on:
Gemma
MacNaught
Lead
Conversion
Consultant
Conversion
Factory
gemma@conversionfactory.com
@gemmamacnaught
IdenIfying
barriers
to
conversion
Proposing
soluIons
TesIng
them
Typically
double
digit
increases
in
conversion
rate
within
3
months

3. What
are
personas?
11/11/2013
Angels
Fancy
Dress
3

4. What
are
personas?

5. Why
are
personas
important?

6. Why
do
people
hate
personas?

7. Much
be7er

8. How
do
we
simplify
personas?
11/11/2013
Angels
Fancy
Dress
8

9. You
sIll
need
to
know
your
target
market
Take
advantage
of
new
Google
AnalyIcs
demographics
and
interest
data
And
how/when/where
they
are
visiIng
your
site
ü New
vs
Returning
Visitors
ü LocaIon
ü Periods
of
Increased
Visits/Conversions
ü Mobile,
Tablet
and
Desktop

10. Understand
the
goals
Your
goals
Make
more
money
Generate
more
leads
Increase
brand
awareness
Customer
retenIon

11. Understand
the
goals
Your
goals
User
goals
Make
more
money
Fulfill
a
need/
requirement
Generate
more
leads
InformaIon
Increase
brand
awareness
Customer
retenIon
Get
assistance
Peace
of
mind
Peer
approval

12. Meet
your
new
personas

13. CharacterisIcs
of
the
new
personas
Right
Impulsive
CreaIve
ErraIc
EmoIonal
ImpaIent
Unconscious

14. CharacterisIcs
of
the
new
personas
Le=
CauIous
AnalyIcal
SystemaIc
Logical
PaIent
Conscious
Right
Impulsive
CreaIve
ErraIc
EmoIonal
ImpaIent
Unconscious

15. What’s
important
to
these
new
personas
Right
Direct
content
Price
Imagery
EmoIon
PromoIons
Rewards

16. What’s
important
to
these
new
personas
Le=
Full
content
Right
Direct
content
Usability
Price
Security
Imagery
Transparency
Reassurance
Pain
points
EmoIon
PromoIons
Rewards

17. How
do
we
put
this
into
acIon?
11/11/2013
Angels
Fancy
Dress
17

18. Remember
this?

19. Box
up
your
product
If
your
product
was
on
that
shelf…
What
would
make
shoppers
pick
you?
Here’s
our
reviews,
our
security
standards,
our
customer
service
guarantee
back
This
product
is
:
1.
Awesome
2.
Half
price
3.
Everyone
will
like
you
if
you
buy
it
front

20. Box
up
your
product
The
best
thing
about
this
persona
process….
it
can
be
tested!

21. In
Summary
1.
Who,
Where,
When
&
How
Target
Market:
Google
AnalyIcs
2.
Why
Goals:
Understanding
your
users’
goals
3.
What
Personas:
Are
you
doing
the
right
(and
leb)
thing?
4.
Test
it!

22. Simplifying
Personas
QuesQons?
@gemmamacnaught