Cómo tratar con personas difíciles


Personas

¿Tienes que tratar a diario con alguna persona difícil?
Ya sea tu jefe, un compañero de trabajo, algún conocido o incluso un familiar, todos hemos tenido que enfrentarnos alguna vez a personas que, con su comportamiento, nos hacen sentir frustradas, irritadas o abrumadas.
En la mayoría de los casos no sabemos cómo tratar con ellos y hacemos lo que quieren, o simplemente les rehuimos, pensando que es la mejor forma de actuar. Laspersonas problemáticas cuentan con esa respuesta. Saben que con su actitud te desconciertan y te impiden actuar con eficacia, y eso es lo que hay que cambiar: tu respuesta a su actitud. Nada mejor para lograrlo que aprender de las personas que sí saben cómo lidiar con este tipo de personalidades complicadas.
Aunque hay distintos métodos para cada tipo de persona difícil , hay una serie de pasos en común que constituyen la base para salir airoso de un encuentro con una de estas personas (de hecho, estos cinco pasos se pueden aplicar a muchas más situaciones): Leer más “Cómo tratar con personas difíciles”

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”

How User Personas Can Improve Your CRO Strategy

Vodafone might be soliciting feedback on new site functionality by sending a survey out to their existing customers and readers. Let’s consider where each of the personas might hang out online:

Mike the Techie – according to his persona, he consumes content through Twitter, blogs, and RSS
Zoe the Socialite – again, in her persona we can see that she predominantly hangs out on Facebook
Cost-conscious Geoff – he doesn’t seem to use any social media platforms, so maybe sending something out to their email list might capture this sort of user.
In this case, Vodafone might want to consider using all of these channels to promote their survey to ensure that they have a broad range of feedback. Furthermore, perhaps they’ve developed a new feature that allows users to compare handset specs side-by-side. This sort of landing page might have been conceived particularly with users like Mike in mind, in which case feedback might only be solicited from his user group.

More accurately, capturing demographic information during user feedback, whatever the technique, can help to ensure that all bases are covered.


 

http://blog.kissmetrics.com/user-personas-for-cro/
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CRO is a technique that should be in every digital marketer’s arsenal – it would be short sighted to drive huge volumes of traffic to your site if you’re haven’t got an eye on whether they’re converting or not.

But how do you make sure that you’re optimizing your site for all the different types of users that visit your site, many of whom will have different aims and intentions for their visit? User personas offer a means of identifying these user groups and presenting them in an accessible format that can be shared throughout your business.

In my last post on the KISSmetrics blog, I spoke about how you can put user personas to work when carrying out keyword research or implementing a link building campaign. If you’re not familiar with personas and how they can be developed, I’d recommend you check out at least the first part before you read on.

Done? Great! Let’s have a look at how they can be useful in the CRO process.

User Research

Research is an integral part of any good CRO project – how can you make educated, informed changes to improve your website if you have no research to base them upon? User research allows you to get insights into how prospective customers might feel when using your site, how they react to different messaging, and what their objections might be.

Techniques employed during user research include:

  • One on one usability testing where representative users are asked to carry out representative tasks and vocalize their thoughts whilst the session is recorded or a tester takes notes.
  • Interviewing users either in person, online, or over the phone. This may be less focused on the usability of the site itself and more their attitudes towards the brand, the market, what they look for in a product or service.
  • Surveys and feedback forms which could be run on-site (typically and sometimes irritatingly presented as a screen overlay), promoted to email lists, promoted to social media followers, or respondents bought.

If you have already developed user personas for your site, this is a perfect opportunity to employ them to ensure that your user research includes responses that represent an accurate cross section of your user-ship.

I’m going to refer to the example personas used in the SEO centric post I mentioned above – it’s from the Vodafone developer blog and depicts 3 groups of users that they considered when designing a widget (but in this post we’ll use them for their website in general):

Leer más “How User Personas Can Improve Your CRO Strategy”