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Optimizing With Online Buyer Personas

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"There are 3 or 4 visitors coming to your webite from thousands of addresses." This is the premise that, if you accept it, makes it much easier to create great online experiences. Turn your website into a high-converting website with personas.

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Optimizing With Online Buyer Personas

  1. 1. Presented byConversion SciencesConversionScientist.combrian@ConversionScientist.comMore Leads. More Sales. Same Traffic
  2. 2. Ground Rules“Your business has only 3 or 4 customers living at thousands of different addresses.” Roy H. Williams
  3. 3. Where does someone making $175,000 per year live?
  4. 4. Where does someone making $175,000 per year live?http://www.sxc.hu/profile/fevdm
  5. 5. Where does someone making $175,000 per year live?http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm
  6. 6. Where does someone making $175,000 per year live?http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm
  7. 7. It’s not about Who they are, it’s about Why they’re here. Right now.
  8. 8. “I need a plumber…” http://www.sxc.hu/profile/pepo http://www.sxc.hu/profile/hamletnc
  9. 9. “I NEED A PLUMBER!”
  10. 10. LogicalEmotional Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg
  11. 11. Logical CompetitiveEmotional Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg
  12. 12. Logical Competitive MethodicalEmotional Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg
  13. 13. Logical Competitive MethodicalEmotional Humanist Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg
  14. 14. Logical Competitive MethodicalEmotional Spontaneous Humanist Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg
  15. 15. Emotional / Logical Pages per Visit Analytics Personalities Time on Site Quick / Deliberate
  16. 16. Emotional / Logical Pages per Visit Analytics Personalities Bouncy Bob Time on Site Quick / Deliberate
  17. 17. Analytics Personalities Lost LucyEmotional / Logical Pages per Visit Bouncy Bob Time on Site Quick / Deliberate
  18. 18. Analytics Personalities Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary Bouncy Bob Time on Site Quick / Deliberate
  19. 19. Analytics Personalities Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary Bouncy Bob Time on Site Quick / Deliberate
  20. 20. Example: Ecommerce Lost Lucy MethodicalEmotional / Logical Pages per Visit Mary Bouncy Bob 66% of Traffic 0.05% Conv Rate Time on Site Quick / Deliberate
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Applying Personas to the Page
  25. 25. Applying Personas to the Page TheDreaded “Fold”
  26. 26. Applying Personas to the Page Information for the Quick Spontaneous The CompetitiveDreaded “Fold”
  27. 27. Applying Personas to the Page Information for the Quick Spontaneous The CompetitiveDreaded “Fold” Information for the Deliberate Methodical Humanist
  28. 28. For Competitives WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. “Pay off” Copy
  29. 29. For Competitives Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. Search Navigation
  30. 30. For Competitives Search WIIFM Headline WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy WIIFM Copy. Relevant Imagery
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Business: Plumber Merriam Trigger: Sink is leaking profusely on new wood floors Mode of Research: SPONTANEOUSImage courtesy djones76 via istock.xchng
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. Business: SoftwareManufacturerRoyOperations ManagerTrigger: Boss askedhim to researchWorkflow SoftwareMode of Research:METHODICALImage courtesy freber via istock.xchng
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. Business: IT Software Free Demo Free Demo Submit Start Demo Free Demo Free Demo Next Step Download Now Competitive
  53. 53. Business: IT Software Free Demo Free Demo Submit Start Demo Free Demo Free Demo Next Step Download Now Competitive
  54. 54. Logical Competitive MethodicalEmotional Spontaneous Humanist Quick Deliberate Decisions DecisionsSource: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg
  55. 55. Personas tell us why they camenot who they are.
  56. 56. The Conversion Scientist BlogTo Request SlidesTwitterLinkedInFacebook Fan PagePhone:

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