A user persona is a representation based on a semi-fictional version of the customers who are currently using your website, product or services.
Why does a business need user personas?
Netpospexconducted a marketing campaign case study on user personas and the results made a case for user personas and it’s the importance for a business and its marketing initiatives. They experienced:
900% increase in visit duration
100% increase in the number of pages visited
111% increase in email open rate
171% increase in marketing-generated revenue
46% increase in conversions
They are very useful to improve and grow your business by uncovering different ways that customers search, buy and use your products as well as the problems they face which influences their decisions.
This information helps you to invest efforts in improving these use-case scenarios for people under your target customer.
Market research is the most important but yet easily ignored. No business can escape the fact of user-centric design. In order to ensure that the demographics that your product and services are designed for actually match the personas of your existing users.
It is equally important to keep in mind that you cannot aim to satisfy each and every user while designing a product or at least a single product or service. Generalizations need to be made but the factors which are considered during these generalizations are crucial.
To conduct market user research you can conduct interviews of your top customers by offering them a 5-10% discount code or ask them to fill up questionnaires. Observations through apps like hotjar are a great source of information as it is always better to observe what people do then what they tell you.
Data gives you the evidence you need to prove your hypothesis. Similarities and differences between responses from users will help you group your customers into user personas. The more variety of products and services that you offer and the various ways they find their way to end-use with your customers, the more diverse questionnaire and interviews you will have to create. For simpler products and services, user personas will be much simpler.
You can create groups for the responses based on important themes that emerge within these responses. The more different these themes are from each other the more different the users and the requirement of each who answered them would be.
3.Create draft personas
Once you discover patterns and create groups from the responses you have received, go ahead, design and create draft personas. Here are a few points you could include while designing your user personas. This is completely up to you. You can be as detailed as you wish with this step. This blog post beautifully explains how to do this
Questions to Ask While Creating User Personas
1.Who are your customers?Determine what type of people would benefit from your product.
Profession and Job title:
Location: (be as specific as you need)
Day in the life:
2. What is their buying strategy? Explain their process of buying your product. Do they scroll and wishlist the products before buying. Do they add to cart and return later after opening a follow-up mail. All of this goes here.
3. What does your product do for your customers? Depending on whether your company is in a B2B or B2C model, describe how does your product or service improve your customer’s daily life. Does it solve their problems or make anything simpler for them.
4. How does your product or service stand out to your customers? Is it the price point, quick delivery, better customer support, quality, and design, etc. Essentially why does your customer pick it over the competitor’s product or service?
5. At what life stage are they likely to purchase your product? How much marketing do you need to do before they finally purchase and pay? Data from Ads can be extremely useful here.
How Can You Create a User Persona
There are many apps and websites that give you free templates to create user personas. Xtensio is a great app that allows you to create user personas.
Get started today and create user persona for your business to begin a clear and targeted marketing journey. If you found this blog post useful visit and subscribe to our blog at Wyzebulb: Tips for your Business Growth to never miss another blog. Does your business have a user persona? Comment below if you have already created one and leave your holy grail insights on your experience on user personas.
Nishma Khetia is a part-time Content Writer and Social Media Manager.
She is a passionate Travel Blogger who enjoys storytelling under her pen name Time Travelling Shutterbug with her descriptive blogs, vlogs, and photography. She is a graduate with a Masters degree in Pharmacy Practice from Manipal University. You can connect with her on Instagram and read her travel experiences on her blog website.