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CREATING BUYER PERSONAS
WEBSITEREDESIGN
MONTH JUNE2015
TO HELP YOUR WEBSITE SELL
TABLE OF CONTENTS
1. What are Buyer Personas?
2. How can you use buyer personas?
3. How to create buyer personas
4. How to design your website for buyer personas
Bonus: Buyer Persona Template
WEBSITEREDESIGN
MONTH JUNE2015
CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 3
1. WHAT ARE BUYER PERSONAS?
When embarking on a website redesign one of the first things to consider is your business’s buyer persona. A successful website knows whom they are selling to.
A buyer persona is a semi-fictional representation of your ideal customer. They are based on market research, real data about customer demographics and online behaviour along with speculation about what motivates them.
A website approach that directly addresses the particular needs of each individual persona will contribute to a much more successful website.
CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 4
2. HOW CAN YOU USE BUYER PERSONAS?
Personas allow you to personalise your marketing for
different segments of your audience. You can tailor your
messaging according to what you know about those
different persona groups.
CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 5
3. HOW TO YOU CREATE BUYER PERSONAS
To help you define your personas, ask yourself the following questions about your target audience. We have also included a buyer persona template at the end of this ebook to help you create personas to share with your entire company
9 Questions to ask when creating a customer persona:• What is their demographic information?
• What is their job and level of seniority?
• What does a day in their life look like?
• What are their pain points?
• What are their goals?
• Where do they go for information?
• What experiences are they looking for when shopping for your products and services?
• What are their most common objections to your product or service?
• How do you identify the buyer persona?My occupationis a student.
Harry Potter
CREATING BUYER PERSONAS TO HELP YOUR WEBSITE SELL / 6
4. HOW TO DESIGN YOUR WEBSITE FOR BUYER PERSONAS
To truly cater your website to your various marketing personas, you’ll need to take things a step further by creating targeted landing pages and content to go with them for each persona. This includes everything from:
Presenting the right content, to the right people, at the right time will give your website the best chance of being successful.
BLOG POST EBOOKS AUTORESPONDERS WEBINARS CALLS-TO-ACTION
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BUYE
R PE
RSON
ASA
MPL
E
WEBS
ITERE
DESIG
NMO
NTH
JUN
E20
15
SECT
ION
1: W
HO
PERS
ONA
NA
ME
Sam
ple
Sally
BACK
GROU
ND
Job?
Car
eer P
ath?
Fam
ily?
• H
ead
of H
uman
Res
ourc
es
• W
orke
d at
the
sam
e co
mpa
ny fo
r 10
year
s;
wor
ked
her w
ay u
p fro
m H
R As
soci
ate
• M
arrie
d w
ith 2
chi
ldre
n (1
0 an
d 8)
DEM
OGRA
PHIC
SM
ale
or fe
mal
e? A
ge?
Inco
me?
Loc
atio
n?
• Sk
ews
fem
ale
• Ag
e 30
-45
• Du
al H
H In
com
e: $
140,
000
• Su
burb
an
IDEN
TIFI
ERS
Dem
eano
ur?
Com
mun
icat
ion
pref
eren
ces?
• Ca
lm d
emea
nour
• Pr
obab
ly ha
s an
ass
ista
nt s
cree
ning
cal
ls
• As
ks to
rece
ive c
olla
tera
l mai
led/
prin
ted
BON
US:
BU
YER
PERS
ON
A SA
MPL
E / P
age
7
Firs
t, w
e’ll
wal
k yo
u th
roug
h an
exa
mpl
e, th
en w
e’ll
leav
e yo
u w
ith a
bla
nk te
mpl
ate
so y
ou c
an
get t
o it!
WEBS
ITERE
DESIG
NMO
NTH
JUN
E20
15
GOA
LSPr
imar
y go
al?
Seco
ndar
y go
al?
• Ke
ep e
mpl
oyee
s ha
ppy
and
turn
over
low
• Su
ppor
t leg
al a
nd fi
nanc
e te
ams
CHA
LLEN
GEPr
imar
y ch
alle
nge?
Sec
onda
ry c
halle
nge?
• G
ettin
g ev
eryt
hing
don
e w
ith a
sm
all s
taff
• Ro
lling
out c
hang
es to
the
entir
e co
mpa
ny
WH
AT C
AN
WE
DO...
to h
elp
our p
erso
na a
chie
ve th
eir g
oals
?...
to h
elp
our p
erso
na o
verc
ome
thei
r ch
alle
nges
?
• M
ake
it ea
sy to
man
age
all e
mpl
oyee
dat
a in
on
e pl
ace
• In
tegr
ate
with
lega
l and
fina
nce
team
s’
syst
ems BO
NU
S: B
UYE
R PE
RSO
NA
SAM
PLE
/ Pag
e 8
SECT
ION
2: W
HAT
WEBS
ITERE
DESIG
NMO
NTH
JUN
E20
15
SECT
ION
3: W
HY
BON
US:
BU
YER
PERS
ON
A SA
MPL
E / P
age
9
MA
RKET
ING
MES
SAGI
NG
How
wou
ld y
ou d
escr
ibe
your
sol
utio
n to
you
r pe
rson
a?•
Inte
grat
ed H
R Da
taba
se M
anag
emen
t
ELEV
ATOR
PIT
CHSe
ll yo
ur p
erso
na o
n yo
ur s
olut
ion!
• W
e gi
ve y
ou a
n in
tuiti
ve d
atab
ase
that
in-
tegr
ates
with
you
r exi
stin
g so
ftwar
e an
d pl
atfo
rms,
and
lifet
ime
train
ing
to h
elp
new
em
ploy
ees
get u
p to
spe
ed q
uick
ly.
SECT
ION
4: H
OW
REA
L Q
UOTE
SAb
out g
oals
, cha
lleng
es, e
tc.
• “It
’s be
en d
ifficu
lt ge
tting
com
pany
-wid
e ad
optio
n of
new
tech
nolo
gies
in th
e pa
st.”
• “I
don’t
hav
e tim
e to
trai
n ne
w e
mpl
oyee
s on
a
milli
on d
iffer
ent d
atab
ases
and
pla
tform
s.”
• “I’
ve h
ad to
dea
l with
so
man
y pa
infu
l in
tegr
atio
ns w
ith o
ther
dep
artm
ents
’ da
taba
ses
and
softw
are.”
COM
MON
OBJ
ECTI
ONS
Why
wou
ldn’
t the
y bu
y yo
ur p
rodu
ct /
serv
ice?
• I’m
wor
ried
I’ll lo
se d
ata
trans
ition
ing
to a
new
sy
stem
.
• I d
on’t
wan
t to
have
to tr
ain
the
entir
e co
mpa
ny o
n ho
w to
use
a n
ew s
yste
m.
BUYE
R PE
RSON
ATE
MPL
ATE
WEBS
ITERE
DESIG
NMO
NTH
JUN
E20
15
SECT
ION
1: W
HO
PERS
ONA
NA
ME
BACK
GROU
ND
Job?
Car
eer P
ath?
Fam
ily?
DEM
OGRA
PHIC
SM
ale
or fe
mal
e? A
ge?
Inco
me?
Loc
atio
n?
IDEN
TIFI
ERS
Dem
eano
ur?
Com
mun
icat
ion
pref
eren
ces?
BON
US:
BU
YER
PERS
ON
A TE
MPL
ATE
/ Pag
e 10
WEBS
ITERE
DESIG
NMO
NTH
JUN
E20
15
GOA
LSPr
imar
y go
al?
Seco
ndar
y go
al?
CHA
LLEN
GEPr
imar
y ch
alle
nge?
Sec
onda
ry c
halle
nge?
WH
AT C
AN
WE
DO...
to h
elp
our p
erso
na a
chie
ve th
eir g
oals
?...
to h
elp
our p
erso
na o
verc
ome
thei
r ch
alle
nges
?
BON
US:
BU
YER
PERS
ON
A TE
MPL
ATE/
Pag
e 11
SECT
ION
2: W
HAT
WEBS
ITERE
DESIG
NMO
NTH
JUN
E20
15
SECT
ION
3: W
HY
BON
US:
BU
YER
PERS
ON
A TE
MPL
ATE/
Pag
e 12
MA
RKET
ING
MES
SAGI
NG
How
wou
ld y
ou d
escr
ibe
your
sol
utio
n to
you
r pe
rson
a?
ELEV
ATOR
PIT
CHSe
ll yo
ur p
erso
na o
n yo
ur s
olut
ion!
SECT
ION
4: H
OW
REA
L Q
UOTE
SAb
out g
oals
, cha
lleng
es, e
tc.
COM
MON
OBJ
ECTI
ONS
Why
wou
ldn’
t the
y bu
y yo
ur p
rodu
ct /
serv
ice?