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Leveraging personas and use cases to optimise conversions

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We treat all visitors the same , but we know they are unique.
This presentation is part of a series of talks delivered in CROTalk Sydney Meetup group: http://www.meetup.com/Conversion-Rate-Optimisation-CRO-UX-Sydney/
We define what personas are and how to create them. We also talk about ideas to create sticky experiences by integrating your personas in your web analytics and CRM efforts.
If you want to know more about IMWT awesome CRO work, check our site:
http://www.inmarketingwetrust.com.au/conversion-rate-optimisation/

Published in: Business
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Leveraging personas and use cases to optimise conversions

  1. 1. By Frederic Chanut Managing Director In Marketing We Trust
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  7. 7. 7 source No point working on this cool stuff If this boring bit is not Working correctly Convenience threshold
  8. 8. Define Goals User research Personas Storyboard sketch Paper prototype Usability testing High Fidelity prototype Usability testing 1st live iteration 8
  9. 9. 9 Cheapest and fastest
  10. 10. 10 User Centred Design User Research
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  12. 12. 12 Persona: 30-40 YO Male, avg + income, tech/geek, mostly buy ‘useful’ items Role: Lenovo regular customer, looking for accessories Scenario: in the train, on my laptop, low battery, tethering from phone
  13. 13. 13 That’s handy. Let’s have a look at buying a new one I know my Laptop model So should be Easy…
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  19. 19. 19 Not that!! Searched X1 carbon
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  24. 24. 24 1. Start here 2. Choose device 3. Emulate experience on slower connection How to do it
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  27. 27. 27 Usability testing done on the fly and generally involves setting a series of tasks for people to complete and noting any problems they encounter – It’s as simple as that! Good read
  28. 28. 28 https://www.usertesting.com/videos/e_EAKnkUrGicBUE1Y4dUkA/clips/703690
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