Creating Personas For Conversion Metrics - SMX London 2015

CREATING PERSONAS FOR INCREASED CONVERSION METRICS Russell

O’Sullivan Snr Digital Marketing Manager

Legal & General

@russosullivan

searchmarketingexpo.com

@russosullivan #SMX #13A

What do Roland do?

They make synths…. but also….



Drums, pianos, 30 million Boss pedals… and….

What do Roland do?



..an accordion with flames!

What do Roland do?



The main issue for the brand…

Issues

Who

Researching

What

Frustrations Help

How

Creating Customer Personas



Stairway to persona heaven

Database Segmentation

User Testing Card Sorting

Products Empathy Mapping

Pencil Sketch Personas

Gathering data and finding patterns



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




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




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




• 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



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




User testing on site




Stairway to persona heaven User testing on site



Survey of Roland database




Output of testing Collating the data



A hand held guide for all All the data in one booklet



Removed the

names

A hand held guide for all All the data in one booklet



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)



Persona led UX and content Personas drive the navigation and design









Personas drive the navigation and design

Persona led UX and content



Personas drive the navigation and design

Persona led UX and content



Creating Personas For Conversion Metrics - SMX London 2015

Internet

kv spdsx td

persona heaven empathy

categorising products

great products

personas saul

teacher stairway

personas rhi

customer personas