Optimizing With Online Buyer Personas

Presented byConversion SciencesConversionScientist.combrian@ConversionScientist.comMore Leads. More Sales. Same Traffic

Ground Rules“Your business has only 3 or 4 customers living at thousands of different addresses.” Roy H. Williams

Where does someone making $175,000 per year live?

Where does someone making $175,000 per year live?http://www.sxc.hu/profile/fevdm

Where does someone making $175,000 per year live?http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm

It’s not about Who they are, it’s about Why they’re here. Right now.

“I need a plumber…” http://www.sxc.hu/profile/pepo http://www.sxc.hu/profile/hamletnc

“I NEED A PLUMBER!”

LogicalEmotional Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

Logical CompetitiveEmotional Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

Logical Competitive MethodicalEmotional Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

Logical Competitive MethodicalEmotional Humanist Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

Logical Competitive MethodicalEmotional Spontaneous Humanist Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

Emotional / Logical Pages per Visit Analytics Personalities Time on Site Quick / Deliberate

Emotional / Logical Pages per Visit Analytics Personalities Bouncy Bob Time on Site Quick / Deliberate

Analytics Personalities Lost LucyEmotional / Logical Pages per Visit Bouncy Bob Time on Site Quick / Deliberate

Analytics Personalities Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary Bouncy Bob Time on Site Quick / Deliberate

Example: Ecommerce Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary Bouncy Bob 66% of Traffic 0.05% Conv Rate Time on Site Quick / Deliberate

Example: Ecommerce Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary 7.6% of Traffic 0.05% Conv Rate Bouncy Bob 66% of Traffic 0.05% Conv Rate Time on Site Quick / Deliberate

Example: Ecommerce Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary 7.6% of Traffic 0.05% Conv Rate Bouncy Bob 66% of Traffic 5.9% of Traffic 0.05% Conv Rate 0.7% Conv Rate Time on Site Quick / Deliberate

Example: Ecommerce Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary 7.6% of Traffic 23% of Traffic 0.05% Conv Rate 3.02% Conv Rate Bouncy Bob 66% of Traffic 5.9% of Traffic 0.05% Conv Rate 0.7% Conv Rate Time on Site Quick / Deliberate

Applying Personas to the Page

Applying Personas to the Page TheDreaded “Fold”

Applying Personas to the Page Information for the Quick Spontaneous The CompetitiveDreaded “Fold”

Applying Personas to the Page Information for the Quick Spontaneous The CompetitiveDreaded “Fold” Information for the Deliberate Methodical Humanist

For Competitives WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. “Pay off” Copy

For Competitives Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. Search Navigation

For Competitives Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. Relevant Imagery

For the Spontaneous Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • Benefit $20 Quick Facts

For the Spontaneous Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • Benefit $20 Ways to Take Action Action

For the Spontaneous Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • Benefit $20 Shiny Objects Action

For Methodicals Search Logical Tree Navigation WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • BenefitLogical $20Navigation Action

For Methodicals Search Logical Tree Navigation WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • BenefitDetailed $20Information Action Details Processes, specs, descriptions, details, processes, specs, descriptions, details, processes, specs, descriptions, details

For Humanists SearchLogical Tree Navigation WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • Benefit $20 Social Proof Action Details Reviews Processes, specs, Reviews, testimonials, descriptions, details, comments, ratings, processes, specs, reviews, testimonials, descriptions, details, comments, ratings processes, specs, reviews, testimonials, descriptions, details comments, ratings

For Humanists SearchLogical Tree Navigation WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • Benefit $20 Action Details Reviews Processes, specs, Reviews, testimonials, Trust descriptions, details, comments, ratings, processes, specs, reviews, testimonials, Trust Trust descriptions, details, comments, ratings Symbols processes, specs, reviews, testimonials, descriptions, details comments, ratings

These are the First Things to Test Search Logical Tree Navigation WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. • Benefit • Benefit • Benefit $20 Action Details Reviews Processes, specs, Reviews, testimonials, Trust descriptions, details, comments, ratings, processes, specs, reviews, testimonials, Trust descriptions, details, comments, ratings processes, specs, reviews, testimonials, descriptions, details comments, ratings

Business: Plumber Merriam Trigger: Sink is leaking profusely on new wood floors Mode of Research: SPONTANEOUSImage courtesy djones76 via istock.xchng

Business: Plumber Contact Us 512-553-5501 Merriam Trigger: Sink is Emergency Hotline leaking profusely 512-553-5501 on new wood floors Mode of Research: 800-STOP-LEAK SPONTANEOUSImage courtesy djones76 via istock.xchng

Business: Sports EquipmentJamesAmateur Soccer Player. Playsto win. Spares no expense ongameTrigger: Teammatehad hot new gear.Mode of Research:COMPETITIVE Image courtesy Mart1n via istock.xchng

Business: Sports Equipment Soccer Equipment Hot New Products Editor’s ChoiceJamesAmateur Soccer Player. Playsto win. Spares no expense on Best DealsgameTrigger: Teammatehad hot new gear.Mode of Research:COMPETITIVE Image courtesy Mart1n via istock.xchng

Business: SoftwareManufacturerRoyOperations ManagerTrigger: Boss askedhim to researchWorkflow SoftwareMode of Research:METHODICALImage courtesy freber via istock.xchng

Business: SoftwareManufacturer Our on-demand software provides a best-of-breed solution to quickly drive performance information to the right people in an organization. New IBM Case Study Business transformation achieved using SOA and other technologies for Texas Health & Human Services CommissionMETHODICAL

Business: Pet Kennel Sara Sales Engineer Trigger: Needs a place to take care of her dog during business trips. Mode of Research: HumanistImage courtesy adripoveda via iistock.xchng

Business: Pet Kennel The Best Price in Town on Kenneling Services Our Trained Staff Looks Forward to Caring for Your Pet Sara The Largest Kennel in the City Sales Engineer Trigger: Needs a Give Your Dog a Vacation place to take care of her dog during business trips. Mode of Research: HumanistImage courtesy adripoveda via iistock.xchng

Business: IT Software Profile: Rick IT Admin Trigger: One of his servers is down and he needs a quick way to diagnose the problem. Mode of Research: CompetitiveImage courtesy jenikahycc via iistock.xchng

Business: IT Software Free Demo Free Demo Submit Start Demo Free Demo Free Demo Next Step Download Now Competitive

Logical Competitive MethodicalEmotional Spontaneous Humanist Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

Personas tell us why they camenot who they are.

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Optimizing With Online Buyer Personas

by Brian Massey on Oct 27, 2011

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Optimizing With Online Buyer Personas — Presentation Transcript