This time in our Lander Academy we had the chance to listen to Xavier Colomés. He explained how to use Personas to increase your conversions. This is his presentation, so take a look if you missed something!

1. Personas & CRO
Conversion Rate Optimization for people, not visits

2. Xavier Colomés
bit.ly/xavicol
@xavier_colomés
• Web Analyst Intuit UK
 SrResponsable de Analítica Web y CRO Atrapalo
• BCM Motive CRO Master Certification
 Market Brand Community Management
• Autor y creador de www.Top-Rankin.com
 Author: www.conversiongarden.com

3. Why CRO?
• CRO: Conversion Rate Optimization
• Increase the number of Converting users
Research Analyze Experiment Learn

4. Why Personas?
• Browser
• OS
• Landing Page
• Traffic Source
• Keyword
• City
• Time on site
http://foter.com/photo/catching-up-on-e-mail-18/ http://www.flickr.com/photos/jurvetson/383414278/

5. What are Personas
http://www.uie.com/brainsparks/2006/05/18/yahoos-approach-to-keeping-personas-alive/

6. What are Personas
http://www.uie.com/brainsparks/2006/05/18/yahoos-approach-to-keeping-personas-alive/

7. What are Personas
http://adpearance.com/blog/using-personas-in-web-design

8. How to create Personas
Research Modeling Implement
1. Identify main roles 1. Analysis of data 1. Discuss with the team
2. Interview with roles and 2. Mapping Interviews / 2. Mach with your Web
stakeholders research Analytics Data
3. Surveys 3. Identify behaviors 3. Design main Scenarios
4. Focus groups 4. Identify goals 4. Link Persona´s goals with
5. Observation 5. Identify patterns and your business goals
6. Any technique available to behaviors 5. Identify what elements
get VOC. 6. Fill the personas template needs each persona to
7. Create the narrative achieve their goals
8. Use some real users data to 6. Create the Copy &
fill details like quotes persuasion strategy: How to
seduce each persona.
Personas = RESEARCH DATA + ANALYSIS + HUMAN PRESENTATION

9. When we don´t have...
Time
Skills
Resources
Need of it!
You can still do a lot

10. Goal Oriented “Personas”
http://www.optimalworkshop.com/blog/4q-are-you-satisfied/

11. Goal Oriented “Personas”

12. Goal Oriented “Personas”
Persuasion
Role/Persona Goal Motivated by Call to Action
Strategy
Cool gadgets to Ease of use / Hi
Buyer John Buy Vacuum “Be the first”
show off Technology
Trust /
Buyer Lisa Buy Vacuum Efficiency “Start now”
Confidence
Price / “The wise
Researcher Mary Make a decision Quality
Performance choice”
Get the most of
Customer Pete Learn more DIY “Find out how”
it / Content

13. 4 Buying Personas
(Bryan Eisenberg)
Decision
http://www.amazon.com/Always-Be-Testing-Complete-Optimizer/dp/0470290633
Picture: http://www.whiteimage.net/blog/en/?p=470

14. Competitive
Logic & Fast
Description How to convert them
•Impatient. Don´t want to lose time. •Trigger words “new”, “exclusive”, “just
arrived”
•The fastest, the biggest/smallest, the best
• Use of rankings
•Challenging and leader. Likes control
•Use of third experts reviews
•What can you do to solve their problem?
•Use of comparative data: 30% faster
•Doesn't need much info, if he believes
that is the right call •Aspirational pictures and shots

15. Spontaneous
Emotional & Fast
Description How to convert them
• Easy going attitude • Trigger words: “Now”, “Limited offer”
• Buys now, thinks later • Fast checkout, no registration required
• Constantly waiting for opportunities and • Scarcity and Urgency strategies
big deals
• Overnight Shipping
• Don´t likes being overwhelmed with
facts
• Use of Videos with product in action
• Fast deciding: Will abuse of past • What is trendy?
experiences and mental triggers to
decide

16. Methodical
Logic & Slow
Description How to convert them
• Has time to / enjoys research • Comparison tools
• Features oriented • Detailed facts sheets . The most data the
better.
• Needs detail: pictures of the product
standing alone, close shots, etc. • Don´t miss that info that can make him
leave for your competitor
• Won´t trust other user´s reviews or
ratings • Expert reviews
• Needs to understand before advancing: • Don´t try to trick them.Will read any
Chat, telephone, contact must be small letter of your promos.
accessible

17. Humanistic
Emotional & Slow
Description How to convert them
• Interested in helping people • Trigger words “trendy”, “popular”,
“satisfied”
• Will decide based on other´s reviews
• Show “what others purchased”
• Fear of missing out something popular
• Allow to mark products as favorite and
wish lists
• Makes social every aspect of its life:
share on social media, recommend, etc.
• Ask for feedback: Will love to help
• Cares about the people behind the
product: wants human stories • Show your values and story: “Our first
shop”, “Why our logo”, etc..
• Obsesses with “why”, the most stories
yo have for them the better.

18. Example

20. Where to begin?
Create your website personas
Interview 5 customers and 5 prospects
Meet with customer service team: What are our customers
like?
Start a Online survey to find out what people is coming to do to your
website
Identify the main roles accessing you website: Are you optimized for each of them?
Apply the 4 buying personalities model to your landing page: Is it impacting all personalities?

21. Questions?
Thank you for attending!