A step by step guide to creating personas to drive conversion metrics and understand your website visitors.

1. CREATING
PERSONAS FOR
INCREASED
CONVERSION
METRICS Russell
O’Sullivan
Snr Digital Marketing Manager
Legal & General
@russosullivan

2. searchmarketingexpo.com
@russosullivan
#SMX #13A
What do Roland do?
They make synths…. but also….

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@russosullivan
#SMX #13A
Drums, pianos, 30 million Boss pedals… and….
What do Roland do?

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@russosullivan
#SMX #13A
..an accordion with flames!
What do Roland do?

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@russosullivan
#SMX #13A
The main issue for the brand…
Issues
Who
Researching
What
Frustrations
Help
How
Creating
Customer Personas

6. searchmarketingexpo.com
@russosullivan
#SMX #13A
Stairway to persona heaven
Database
Segmentation
User Testing
Card Sorting
Products
Empathy
Mapping
Pencil Sketch
Personas
Gathering data and finding patterns

7. searchmarketingexpo.com
@russosullivan
#SMX #13A
Pencil sketch the personas
Saul – Aged 40
• Money available
• Looking for good value for money
• But could be prepared to make the best
purchase
• Rational character
• Reads the Sunday papers (Observer)
• Less knowledgeable
• Could feel out their depth
• Wary of the music shop
• Is looking for value for money
• Will the product last, is it well made
• Will this last a good amount of child's
development
• How can I find a teacher
Stairway to persona heaven

8. searchmarketingexpo.com
@russosullivan
#SMX #13A
Pencil sketch the personas
Rhi Aged 40
Interested in music
High motivation to learn
Plenty of spare money
Want to keep mentally
active
Kids have left home
Unsure about tech
Saul Aged 36
Lives in big city
High earner
A big music fan
Aspirations to be musical
Likes to “own” gadgets
Uses Gadgets like furniture
Does a lot of online and
offline research
Jason Aged 30
Started playing years ago
Plays in a band
Practices twice a week
Gigs at the weekend
Instrument specific
magazine
Looking for latest features
Give personas a working structure
Stairway to persona heaven

9. searchmarketingexpo.com
@russosullivan
#SMX #13A
Empathy mapping each persona
• A successful child
• Lots of products
• Too much spec
• Nothing that
speaks to me
• Child being
anxious
• No Calls to action
• So many to choose
from
• Want child to be happy
• How much do they cost
• Will child stick at it
• Can I get it cheaper?
• Which one will “do”?
• Where do I buy?
• Confused
• Great products
• Built to last
• Reassurance
from teachers
• Research advice
• Child - all my
friends use them • Research
• Specification
comparisons
• Bargain hunting
• Asking peers
• High St research
• Validating child
decisions
Stairway to persona heaven

10. searchmarketingexpo.com
@russosullivan
#SMX #13A
• Not easy to use the site
• Nothing “spoke” to them
• No idea which product suited them
• No idea of price
• Cant find products easily
• Where to buy products from?
• Lots of products
• A search box
• Warranties on products
• Can set up an personal account
• Free insurance
Stairway to persona heaven
Empathy mapping each persona

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@russosullivan
#SMX #13A
Categorising products via card sorting
Emily Oscar Jack Jason Andy Pheobe
HD-3
HD-1
TD-4KP
HD-3
HD-1
TD-4KP
TD-11K
TD-15K
TD-4KP
TD-11K
TD-15K
TD-30K
TD-4KP
TD-15K
TD-30K
TD-
30KV
SPD-SX
TD-
30KV
SPD-SX
SPD-30
TD-4KP
HD-3
HD-1
TD-4KP
TD-11K
TD-15K
Stairway to persona heaven

12. searchmarketingexpo.com
@russosullivan
#SMX #13A
User testing on site
Stairway to persona heaven

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@russosullivan
#SMX #13A
Stairway to persona heaven
User testing on site

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@russosullivan
#SMX #13A
Survey of Roland database
Stairway to persona heaven

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@russosullivan
#SMX #13A
Output of testing
Collating the data

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@russosullivan
#SMX #13A
A hand held guide for all
All the data in one booklet

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@russosullivan
#SMX #13A
Removed the
names
A hand held guide for all
All the data in one booklet

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@russosullivan
#SMX #13A
Persona led UX and content
Personas drive content
• +310% in page views
• +39% new visitors to blog
• +204% in pages per visit
• +86% in referral traffic from
social
• -29% lower bounce rate
• Visitors hitting more product
pages
• Higher goal competitions
• Broader non brand search
terms coming to our blog
• Persona driven content is
THE most popular
• +12% CRM sign up (above
natural)

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@russosullivan
#SMX #13A
Persona led UX and content
Personas drive the navigation and design

20. searchmarketingexpo.com
@russosullivan
#SMX #13A
Persona led UX and content
Personas drive the navigation and design

21. searchmarketingexpo.com
@russosullivan
#SMX #13A
Persona led UX and content
Personas drive the navigation and design

22. searchmarketingexpo.com
@russosullivan
#SMX #13A
Personas drive the navigation and design
Persona led UX and content

23. searchmarketingexpo.com
@russosullivan
#SMX #13A
Personas drive the navigation and design
Persona led UX and content

24. searchmarketingexpo.com
@russosullivan
#SMX #13A