CREATING PERSONAS FOR INCREASED CONVERSION METRICS Russell
O’Sullivan Snr Digital Marketing Manager
Legal & General
@russosullivan
searchmarketingexpo.com
@russosullivan #SMX #13A
Drums, pianos, 30 million Boss pedals… and….
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
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@russosullivan #SMX #13A
Stairway to persona heaven
Database Segmentation
User Testing Card Sorting
Products Empathy Mapping
Pencil Sketch Personas
Gathering data and finding patterns
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@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
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@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
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@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
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@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
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@russosullivan #SMX #13A
Survey of Roland database
Stairway to persona heaven
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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
searchmarketingexpo.com
@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
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@russosullivan #SMX #13A
Persona led UX and content Personas drive the navigation and design
searchmarketingexpo.com
@russosullivan #SMX #13A
Persona led UX and content Personas drive the navigation and design
searchmarketingexpo.com
@russosullivan #SMX #13A
Personas drive the navigation and design
Persona led UX and content
searchmarketingexpo.com
@russosullivan #SMX #13A
Personas drive the navigation and design
Persona led UX and content