Customer personas, also known as buyer personas or avatars, are a way for marketers and business owners to visualise their ideal customer or prospect and tailor their advertising, landing pages, and offers to suit them. Having a clear individual in mind can help you to craft the correct approach, test the right variables and increase your chances of maximising conversions.
Customer personas are a more detailed, in-depth look at the more commonly used target demographics which might include factors like gender, interests and location which are used to inform the marketer about how to pitch their products and design their landing pages to attract the most success. The insights that can be gathered by these kinds of details are incredibly useful for any business and market research, as well as careful use of tools such as Google Analytics, will demonstrate where to start.
Customer personas take general information and drill down until they have a specific individual in mind. This will be somebody who is either already, or who would be, an ideal customer for the business in question. Businesses and websites are likely to end up needing more than one customer persona in order to make sure that they can relate in the best possible way to the different types of customer that their products or services suit the best. On a website which sells women’s clothing, for instance, marketing to an individual who spends a lot of money in cut-price sales needs to be done very differently to trying to appeal to someone who always buys the latest products, and who prefers to be the first to wear a new style, regardless of the cost. Creating customer personas for both of these lucrative groups will improve results considerably.
To create a convincing, useful customer persona first involves plenty of market research. Marketers need to truly understand their persona if they are to be an effective tool, so guesswork should be avoided. Humanising the avatar by using an appropriate photograph and giving them a name, as well as summarising information about their job, income bracket, concerns, interests, passions, friends and hobbies, will make them come to life convincingly. The more believable they are, the more they effective they will be as a valuable tool.
Ensuring that each customer who fits the bill arrives on the most appropriate landing page can be achieved by testing different PPC ads for each persona, along with email marketing campaigns, more traditional marketing, and even skilful SEO work. Prospects who arrive via one PPC ad may be more likely to all belong to the same buyer persona so with testing over time you can direct them automatically to the part of the site which is, as a result, more likely to gain conversions.
It is vital that testing takes place at every stage. Tastes change, competitors vary their offers, and you will attract new and different customers over time so making sure that split / A-B testing continues beyond the initial research will make sure that your customer persona remains relevant to your work and useful in achieving higher conversions.