Why you need to create web personas
How do I create personas?
Think about who will be visiting your website. This will probably be split into two types of visitor – new customers and existing customers. You then need to gather information on each type.
Split your customer base into broad “segments” using criteria that focuses on their importance to your business and their characteristics eg spend, location, gender, etc.
- Customers that purchase weekly/monthly
- Male customers based in the UK
- Companies in the Research and Development industry.
You'll need 5 at the most for personas.
Once you have produced segments for new and existing customers you can now produce a typical persona for each one. These profiles are “fictional customers” and you are aiming to build a picture of their behaviour and requirements so that your website is designed for them.
Here are some example personas:
Rachel The Gardener
- Professional with high income.
- Busy and time poor.
- Typically married with kids and living in own home.
- Interested in gardening, typically at the weekend.
- Also interested in food, fashion and interior design.
- High, uses Facebook, Instagram, WhatsApp, news website and spends time online shopping.
What do she want from us?
- Visits garden centres on Saturdays and Sundays to buy plants, get info, eat and drink.
- Quite often visits with her kids.
Personal website requirements:
- Plant information, what to buy and when
- Products in stock and prices
- Special offers
- Online ordering and delivery or store pick up
- Gardening advice
- Opening times
- Cafe menu
- Contact details – telephone and email
What do we want Rachel to do?
- Buy online
- Visit our garden centre
- Become a loyal customer
- Sign up to our email list
Frank the small business owner
- Owns his own small business employing 9 people.
- Mainly for business, sourcing suppliers, information, competitors websites
- Prefers face to face business.
- Needs IT to keep his business efficient and competitive.
What does he want from an IT company?
- Needs a reliable IT company for support, hardware and software updates and maintenance.
- Needs to be nearby and someone he can trust.
- Price sensitive.
- Product and service information in a language he can understand.
- Case studies and existing customers.
- Company, people and location information.
What do we want Frank to do?
- Call or email us for an appointment.
- Sign up to our email list.
- Download a company brochure.
- Send an email enquiry form.
Charlie the Chef
- Existing customer.
- Professional Chef who runs a successful restaurant kitchen.
- Purchased two high end oven products 6 months ago with monthly support and maintenance contract.
- To maintain a smooth running kitchen
What does he want from us?
- He needs the best and most reliable equipment he can afford and good support and service at all hours.
What does he want from the website?
- Customer area with account information and all contact details for services, support and emergencies.
- Relevant Product information, technical downloads.
- Training for relevant products – manual PDFs and video.
- Accessories and spares, online ordering.
- New product information and the latest technology.
Customer personas are a great way of thinking about the intents of your target audiences, and what content they'll need. You can use this information to help develop your website plan. and understand what content you need to create.
Personas are just one of many planning tools for creating a better performing website.
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