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Using Personas & Use Cases to Evaluate & Inform Your Web Strategy
- 1. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Using Personas & Use Cases to Evaluate & Inform Your Web Strategy Jackie Baker Digital Marketing Strategist jackie@sanctuarymg.com
- 2. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Goal-Based Marketing
- 3. Personas, Use Cases, & Website Strategy AHP Seminar 2016 User Experience
- 4. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Plan
- 5. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Who?
- 6. Personas, Use Cases, & Website Strategy AHP Seminar 2016 How?
- 7. Personas, Use Cases, & Website Strategy AHP Seminar 2016 The Process 1. Develop Personas 2. Develop Use Cases 3. Develop Desired Paths & Goals 4. Prioritize & Plan Actions 5. Evaluate & Inform 6. Measure
- 8. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Define Buyer/marketing persona: fictional, generalized representations of your ideal customers that help you internalize and relate to who you are trying to attract.
- 9. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Persona Persona: Rider Fictional Name: Karen Smith
- 10. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Demographics • Age • Gender • Level of education • Marital/family status
- 11. Personas, Use Cases, & Website Strategy AHP Seminar 2016 • Job title • Major responsibilities • How much work experience does your person have? • What is your person’s professional background? Work
- 12. Personas, Use Cases, & Website Strategy AHP Seminar 2016 • Why will they come to the site? (User needs, interests, and goals) • Where (or from whom) else is this person getting information about your issue or similar programs or services? • When and where will this person access the site? (User environment and context) Goals & Tasks
- 13. Personas, Use Cases, & Website Strategy AHP Seminar 2016 • What technological devices does your person use on a regular basis? • What software and/or applications does your person use on a regular basis? • Through what technological device does your user primarily access the web for information? • How much time does your person spend browsing the web every day? Tech Environment
- 14. Personas, Use Cases, & Website Strategy AHP Seminar 2016 • Role (owner, rider, trainer, vet, etc) • Discipline • Level of competition • Approach to horsemanship • Approach to horse care Equestrian Involvement
- 15. Personas, Use Cases, & Website Strategy AHP Seminar 2016 "If my horses are happy, I’m happy. I enjoy seeing them constantly improving and putting in good rides at the shows.” Quote
- 16. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Repeat
- 17. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Define Use case: list of actions or event steps, typically defining the interactions between a role (visitor) and a system (website), to achieve a goal.
- 18. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Why They Come 1. Researching a health problem 2. Researching horse health management tips 3. Researching the products 4. Trial product 5. Find out where to buy 6. Share educational material with friends
- 19. Personas, Use Cases, & Website Strategy AHP Seminar 2016 How They Get There 1. Blog/Education 2. Blog/Education 3. Products Pages 4. Trial Offer 5. By Location or Online 6. Blog
- 20. Personas, Use Cases, & Website Strategy AHP Seminar 2016 What They Want to Accomplish 1. Learn 2. Learn 3. Learn 4. Buy 5. Where to buy 6. Share
- 21. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Related Tools/Actions 1. Search/Browse 2. Search/Browse 3. Browse 4. E-Commerce 5. Store Locator 6. Social/Email Share
- 22. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Example
- 23. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Repeat
- 24. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Define Desired path & actions: the steps a visitor typically follows to progress through your unique buying cycle.
- 25. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Path to Business Goal Introduce Product Trial Product Use More Product Share Product
- 26. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Location on Path
- 27. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Prioritize Ultimate Goal Priority Goal = Use more product.
- 28. Personas, Use Cases, & Website Strategy AHP Seminar 2016 For All Personas & Use Cases
- 29. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Define Website actions: the specific, measurable, actionable, relevant, timely things people can do on your website that contribute to business growth.
- 30. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Identify Actions ✓ Purchase ✓ Service Subscription ✓ Membership ✓ Email Subscription ✓ Social Follow ✓ Read more articles
- 31. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Prioritize Actions
- 32. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Identify Content
- 33. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Define Digital strategy: the process of specifying vision, goals, opportunities, and activities in order to maximize the business benefits of digital initiatives.
- 34. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Evaluate
- 35. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Inform ✓ Website ✓ User Experience ✓ Sitemap & Organization ✓ Page Layouts ✓ Calls to Action ✓ Content ✓ Marketing Channels
- 36. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Website
- 37. Personas, Use Cases, & Website Strategy AHP Seminar 2016 User Experience ✓ Remove ✓ Add ✓ Reorganize ✓ Simplify ✓ Prioritize
- 38. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Sitemap & Structure
- 39. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Page Layout
- 40. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Content ✓ Article Topics ✓ Content Calendar ✓ Calls to Action ✓ Content Promotion
- 41. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Marketing Channels
- 42. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Measure
- 43. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Acquisition
- 44. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Top Content
- 45. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Bounce Rate
- 46. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Goal Conversions
- 47. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Compare
- 48. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Questions? Jackie Baker Digital Marketing Strategist jackie@sanctuarymg.com
- 49. Personas, Use Cases, & Website Strategy AHP Seminar 2016 Jackie Baker Digital Marketing Strategist jackie@sanctuarymg.com Using Personas & Use Cases to Evaluate & Inform Your Web Strategy
Editor's Notes
- Know your audience intimately and utilize that understanding to implement a consistent brand strategy. This becomes increasingly critical online with the sheer volume of information available and the increasing savvy of your audiences. Learn audience personas, website use cases, and prioritize desired actions to meet business objectives, not just increase rankings or clicks.
- Focus is off when we churn content, rely on search rankings or social likes to validate our effectiveness, or count website visits. Should always have overarching business, marketing, and website goals in mind that are S.M.A.R.T. Website Goals that grow business - purchases, subscriptions, leads, etc.
- Goals and user experience go hand-in-hand. When your visitors accomplish their goals, you accomplish yours. Most new clients say we want a website that is simple, clear, and easy to use so that people buy on the first visit. Keys are to understand, to simplify, and to prioritize. Doesn’t just happen….
- Have to have a strategic website plan for getting inbound visitors to become loyal customers. New site or old site. Business, people, websites change. Need to keep it up and constantly evolve. Goal of today’s session: a behind-the-scenes planning and evaluation process for improving and targeting your website.
- Define your audiences and prioritize. Who is your best customer?
- Where do they come from? How do they get to you? What are they looking for? How you do you meet their needs?
- Planning and evaluation exercise. Can be simple based on knowledge of audiences, goals, and site, can be down over time with deeper research analysis. Simple or as complex as you need it to be. Helpful to do as a team (if you have one).
- Standard set to start with. Customize and add questions as needed to fit your business, industry, and audience. Showing examples from a project I worked on.
- 35, female, Undergrad, B.S. in Medical Imaging, married
- Ultrasound Technician, Full-time Job, 11 yrs in field, Paying her horse’s bills. riding, overseeing care
- Her gelding has been getting grumpy under saddle, struggling to maintain his weight, and resisting going forward. She’s on Google researching his symptoms and trying to learn if he might have ulcers or another digestive problem. She’s also been talking with her trainer and has her veterinarian scheduled to come to do a work-up. She’s been researching on TheHorse.com and reading through supplement reviews on SmartPak.com. She found the SUCCEED site while doing a search on ulcers in horses in Google, and clicked through to the SUCCEED blog. She’s willing to try a product when she hears it has worked with a friend’s horse, or another that was experiencing the same issues as hers.
- She uses a computer for work and is capable with medical tech software as well as basic word processing, spreadsheets, email, and office tools. She conducts most of her personal business on her iPhone, usually while she’s at the barn and sometimes even while she riding and cooling down her horse.
- Owner, 2 horses, dressage, goes to a few shows each year. Knows that a horse’s health is critical to wellbeing and to performance and goes above and beyond to keep her horses in good condition.
- Rider, Professional, Veterinarian, Researcher - business examples. Publisher: reader (multiple types?), advertiser (multiple types?), writers Writer: publisher, reader
- Analytics, monitoring comments, web contacts and phone calls, forum discussions, surveys.
- Researching a health problem>Blog/Education> Researching horse health management tips>Blog/Education> Researching the products>Products Pages> Trial product>Trial Offer> Find out where to buy>By Location or Online> Share educational material with friends>Blog>
- Researching a health problem>Blog/Education>Search/Browse Researching horse health management tips>Blog/Education>Search/Browse Researching the products>Products Pages>Browse Trial product>Trial Offer>E-Commerce Find out where to buy>By Location or Online>Store Locator Share educational material with friends>Blog>Social/Email Share
- On more horses for longer.
- Test, ask, measure. Evaluate existing pages against the use cases you’ve developed.
- You now have specific direction for how to improve user experience.
- Choose. Prioritize. Integrate. Strategize. Blog - introduce. Email, familiar. Social, loyal customers.
- How is it improving? Where is there more opportunity?
- Get business cards. Will send presentation link.