Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

One of the most important steps to improving your conversion rates and usability is understanding what motivates your customers. If you try and build content for a "typical" user you might be making a big mistake. Each user is motivated in a different way, so you need to have content that speaks to those users in a individual manner. Often you can speak to all of them using a single page of content using a number of different calls to action. If you write content for only one of the user types you may be missing out on a big percentage of potential customers.

Follow these steps to creating personas

  1. What are your user types
  2. Model them (speak to CSR's, review your log files, research them on MSN ad labs, group keywords by user etc)
  3. Plan content for each of the different types
  4. Allow customers to self select the content

Brian Eisenberg "Chief Persuasion Officer" at FutureNow.com outline 4 types of users.

  • Spontaneous – does the content look right…
  • Humanistic – wants to read reviews…
  • Methodical – reads everything, asks a lot of questions…
  • Competitive – driven, what's in it for me…

Every landing could have a call to action for each persona (or content that speaks to that persona). However, no two sites are going to convert personas at the same percentage, your site might be heavily waited into one group. This creates the perfect opportunity to run a multivariate test. Move your content around, try different call to actions for each persona. This is a very simple way to get a big lift in conversion rates. Good luck.

Brian's personas presented at eMetrics May 2008 San Fran

Sharing is caring!

Popular

COVID-19 Crisis Navigator​

In partnership with Dentsu, Cardinal Path helps you distill the overwhelming news and information into a bi-weekly report highlighting emerging trends and insights during the pandemic.

EXPLORE THE REPORT

Analytics Rising Logo

FREE VIRTUAL EVENT

October 14

Practical Strategies Delivered By Top Minds in Digital Marketing

Register for #AnalyticsRising and get a Starbucks Gift Card when you share the news.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Message Sent

Thank you for registering.

Thank you for submitting the form.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.
Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Message Sent

Success! Thank you
for reaching out.