Role To The Goal: How Developing Role-Based Personas Can Increase Conversions

Summary

There you have it. Define your user’s goals, define your conversion goals, prioritize those goals, make user flows, and then pull it all together!

Additional Resources:

If you’re interested in learning more about persona development and user flows, check out the following resources:

Product Planner: This is a website put together by KISSmetrics. If you’re stuck on how to plan your user flows, there’s a very large gallery there to inspire you.
Microsoft Powerpoint: Yes, that powerpoint. This makes putting flow charts together like mine very easy.
About Face 3: The Essentials of Interaction Design: If you’d like to do a deep-dive into personas and learn more about goal-directed design.
About the Author: Naomi is an independent user experience designer, conversion analyst, and consultant living in the beautiful Pacific Northwest. You can find more resources and insights from her on her personal site at naominiles.com.


http://blog.kissmetrics.com

A lot has been shown about the effectiveness of preparing customer personas. They help your whole team stay on track about who your websiteis for and add empathy to your process.

Creating lifelong customer value with your aff...

Commonly, customer personas are based on demographic and behavioral data. Demographic data is useful when your website is targeted at a very specific audience. For example; retirees who like to play golf. Behavioral personas goes deeper than demographic data and help you define the intrinsic wants and needs of your customer.

Both of these persona models are especially helpful when it comes to business model design, marketing, and branding. However, if you already have these in place and are now focusing on website conversion optimization, I’d like to introduce to you a third type of persona, the role-based persona.

Most of the time, people are visiting a website to fulfill a particular goal. They are on a mission! They don’t read everything and they certainly don’t linger around on a site clicking links out of curiosity, as many of us would like to believe. If something gets in their way, most of the time, they simply leave.

Here’s how you can avoid that and why role-based personas are useful for conversion optimization.

Role-based personas help you cater to your user’s goals and thus, fulfill your own conversion goals.

Here are some unique benefits to preparing role-based personas:

  • They do not assume a gender, age, income level, etc. This helps you expand your efforts to a wider group of people should you choose to do so.
  • They help you work with the dreaded tunnel-vision phenom. This is what happens when visitors are so focused on their goal that they don’t see anything else on your site.
  • They empower your users. By anticipating what your visitor’s goals are, you go a long way in making your visitor not feel stupid. Believe me, the last thing you want a potential customer to feel is stupid when they visit your site. Leer más “Role To The Goal: How Developing Role-Based Personas Can Increase Conversions”

Role To The Goal: How Developing Role-Based Personas Can Increase Conversions

So, how do you prepare role-based personas?

First, you need to define what your visitor’s goals actually are.

There are several ways you can do this. However, if you can work with real data instead of guessing what the goals are yourself, that information will always be much more valid.

Here are some ways you can figure out what your visitors goals are:

Look at your analytics. If your analytics tool lets you see the path of actions that visitors take, this is a good way to determine what their goals are and what they are looking for, especially if you see common patterns emerge. Seeing where your visitors come from can also tell you a lot.
Survey your visitors. You can just ask your visitors directly what their goals are. The best way to do this is right when they are visiting your site, so you can catch them right that moment. A very good tool for this isKISSinsights. It’s simple enough to not force your visitors to make a big time-commitment and people do answer it, particularly if they are frustrated, which is good for you.
Here are some examples of common goals your visitors may have:

“I’d like to purchase x”.
“I’m looking for information about x”.
“I’m doing research and want to learn about your company”.
“I want to be entertained”.
“I’m just browsing”.


 

http://blog.kissmetrics.com

 

A lot has been shown about the effectiveness of preparing customer personas. They help your whole team stay on track about who your website is for and add empathy to your process.

Commonly, customer personas are based on demographic and behavioral data. Demographic data is useful when your website is targeted at a very specific audience. For example; retirees who like to play golf. Behavioral personas goes deeper than demographic data and help you define the intrinsic wants and needs of your customer.

Both of these persona models are especially helpful when it comes to business model design, marketing, and branding. However, if you already have these in place and are now focusing on website conversion optimization, I’d like to introduce to you a third type of persona, the role-based persona.

Most of the time, people are visiting a website to fulfill a particular goal. They are on a mission! They don’t read everything and they certainly don’t linger around on a site clicking links out of curiosity, as many of us would like to believe. If something gets in their way, most of the time, they simply leave.

Here’s how you can avoid that and why role-based personas are useful for conversion optimization.

Role-based personas help you cater to your user’s goals and thus, fulfill your own conversion goals.

Here are some unique benefits to preparing role-based personas:

  • They do not assume a gender, age, income level, etc. This helps you expand your efforts to a wider group of people should you choose to do so.
  • They help you work with the dreaded tunnel-vision phenom. This is what happens when visitors are so focused on their goal that they don’t see anything else on your site.
  • They empower your users. By anticipating what your visitor’s goals are, you go a long way in making your visitor not feel stupid. Believe me, the last thing you want a potential customer to feel is stupid when they visit your site.

So, how do you prepare role-based personas?

First, you need to define what your visitor’s goals actually are… Leer más “Role To The Goal: How Developing Role-Based Personas Can Increase Conversions”

Business Objectives vs. User Experience

Here’s a question for you: would you agree that creating a great user experience should be the primary aim of any Web designer? I know what your answer is… and youʼre wrong!

Okay, I admit that not all of you would have answered yes, but most probably did. Somehow, the majority of Web designers have come to believe that creating a great user experience is an end in itself. I think we are deceiving ourselves and doing a disservice to our clients at the same time.

The truth is that business objectives should trump users’ needs every time. Generating a return on investment is more important for a website than keeping users happy. Sounds horrendous, doesn’t it? Before you flame me in the comments, hear me out.


Here’s a question for you: would you agree that creating a great user experience should be the primary aim of any Web designer? I know what your answer is… and youʼre wrong!

Okay, I admit that not all of you would have answered yes, but most probably did. Somehow, the majority of Web designers have come to believe that creating a great user experience is an end in itself. I think we are deceiving ourselves and doing a disservice to our clients at the same time.

The truth is that business objectives should trump users’ needs every time. Generating a return on investment is more important for a website than keeping users happy. Sounds horrendous, doesn’t it? Before you flame me in the comments, hear me out. Leer más “Business Objectives vs. User Experience”