14. Personas are NOT...
•Stereotypes
– neither soccer nor hockey moms exist
•Demographic Segments
– Roger Retiree, lives in the Midwest,
•Documents that hang on walls
– regardless of if they have a headshot
23. Common Sense Approach
1) Easily let people achieve what
they came for
(Convert the persuaded traffic)
2) Find more people who also
want to do that
(Drive traffic we can convert)
3) Uncover the reasons why some
visitors don’t
(Persuade the unsold)
46. A: You not only know where the
“pain points” are, you know
which persona is experiencing
which pain
NT / SP / .
Comp. 3.28% 6.72% Spontan
NF / .
SJ /
11.53% 0.83% Humanist
Methodical
50. How Much Space?
“I want to see available sizes”
New to Self
Storage? We’re
here to help. Primary
Our storage
experts can
breakdown all
your options &
“Help me
help you choose!
choose the
right size”
Secondary
(she’s expecting a chart, a
list or some other logical
way to compare the options) (she’s expecting
a helping hand)
66. Persona-driven Testing
•Results:
– 22.4% lift in aggregate
– We have a higher-performing page to send traffic to
– Continued testing will yield “compounded” results
71. Takeaways:
1. Don’t let your marketing
personas “gather dust.”
2. Leverage them to find
Text
actionable insights, prioritize
your efforts, and run smarter
tests.
