"There are 3 or 4 visitors coming to your webite from thousands of addresses." This is the premise that, if you accept it, makes it much easier to create great online experiences. Turn your website into a high-converting website with personas.

1. Presented by
Conversion Sciences
ConversionScientist.com
brian@ConversionScientist.com
More Leads. More Sales. Same Traffic

2. Ground Rules
“Your business has only 3 or 4 customers living at thousands
of different addresses.”
Roy H. Williams

4. Where does someone making $175,000 per year live?

5. Where does someone making $175,000 per year live?
http://www.sxc.hu/profile/fevdm

6. Where does someone making $175,000 per year live?
http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm

7. Where does someone making $175,000 per year live?
http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm

8. It’s not about Who they are, it’s about
Why they’re here. Right now.

9. “I need a plumber…”
http://www.sxc.hu/profile/pepo
http://www.sxc.hu/profile/hamletnc

10. “I NEED A PLUMBER!”

11. Logical
Emotional
Quick Deliberate
Decisions Decisions
Source: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

12. Logical
Competitive
Emotional
Quick Deliberate
Decisions Decisions
Source: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

13. Logical
Competitive Methodical
Emotional
Quick Deliberate
Decisions Decisions
Source: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

14. Logical
Competitive Methodical
Emotional
Humanist
Quick Deliberate
Decisions Decisions
Source: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

15. Logical
Competitive Methodical
Emotional
Spontaneous Humanist
Quick Deliberate
Decisions Decisions
Source: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

19. Emotional / Logical
Pages per Visit
Analytics Personalities
Time on Site
Quick / Deliberate

20. Emotional / Logical
Pages per Visit
Analytics Personalities
Bouncy Bob
Time on Site
Quick / Deliberate

21. Analytics Personalities
Lost Lucy
Emotional / Logical
Pages per Visit
Bouncy Bob
Time on Site
Quick / Deliberate

22. Analytics Personalities
Lost Lucy Methodical
Emotional / Logical
Pages per Visit
Mary
Bouncy Bob
Time on Site
Quick / Deliberate

23. Analytics Personalities
Lost Lucy Methodical
Emotional / Logical
Pages per Visit
Mary
Bouncy Bob
Time on Site
Quick / Deliberate

24. Example: Ecommerce
Lost Lucy Methodical
Emotional / Logical
Pages per Visit
Mary
Bouncy Bob
66% of Traffic
0.05% Conv Rate
Time on Site
Quick / Deliberate

25. Example: Ecommerce
Lost Lucy Methodical
Emotional / Logical
Pages per Visit
Mary
7.6% of Traffic
0.05% Conv Rate
Bouncy Bob
66% of Traffic
0.05% Conv Rate
Time on Site
Quick / Deliberate

26. Example: Ecommerce
Lost Lucy Methodical
Emotional / Logical
Pages per Visit
Mary
7.6% of Traffic
0.05% Conv Rate
Bouncy Bob
66% of Traffic 5.9% of Traffic
0.05% Conv Rate 0.7% Conv Rate
Time on Site
Quick / Deliberate

27. Example: Ecommerce
Lost Lucy Methodical
Emotional / Logical
Pages per Visit
Mary
7.6% of Traffic 23% of Traffic
0.05% Conv Rate 3.02% Conv Rate
Bouncy Bob
66% of Traffic 5.9% of Traffic
0.05% Conv Rate 0.7% Conv Rate
Time on Site
Quick / Deliberate

28. Applying Personas to the Page

29. Applying Personas to the Page
The
Dreaded
“Fold”

30. Applying Personas to the Page
Information for the
Quick
Spontaneous
The Competitive
Dreaded
“Fold”

31. Applying Personas to the Page
Information for the
Quick
Spontaneous
The Competitive
Dreaded
“Fold” Information for the
Deliberate
Methodical
Humanist

32. For Competitives
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
“Pay off”
Copy

33. For Competitives
Search
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
Search
Navigation

34. For Competitives
Search
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
Relevant
Imagery

35. For the Spontaneous
Search
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
$20 Quick
Facts

36. For the Spontaneous
Search
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
$20 Ways to
Take Action
Action

37. For the Spontaneous
Search
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
$20 Shiny
Objects
Action

38. For Methodicals
Search
Logical Tree Navigation
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
Logical $20
Navigation
Action

39. For Methodicals
Search
Logical Tree Navigation
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
Detailed $20
Information
Action
Details
Processes, specs,
descriptions, details,
processes, specs,
descriptions, details,
processes, specs,
descriptions, details

40. For Humanists
Search
Logical Tree Navigation
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
$20
Social
Proof
Action
Details Reviews
Processes, specs, Reviews, testimonials,
descriptions, details, comments, ratings,
processes, specs, reviews, testimonials,
descriptions, details, comments, ratings
processes, specs, reviews, testimonials,
descriptions, details comments, ratings

41. For Humanists
Search
Logical Tree Navigation
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
$20
Action
Details Reviews
Processes, specs, Reviews, testimonials, Trust
descriptions, details, comments, ratings,
processes, specs, reviews, testimonials, Trust Trust
descriptions, details, comments, ratings Symbols
processes, specs, reviews, testimonials,
descriptions, details comments, ratings

42. These are the First Things to Test
Search
Logical Tree Navigation
WIIFM Headline
WIIFM Copy WIIFM Copy WIIFM Copy WIIFM
Copy WIIFM Copy WIIFM Copy WIIFM Copy.
• Benefit
• Benefit
• Benefit
$20
Action
Details Reviews
Processes, specs, Reviews, testimonials, Trust
descriptions, details, comments, ratings,
processes, specs, reviews, testimonials, Trust
descriptions, details, comments, ratings
processes, specs, reviews, testimonials,
descriptions, details comments, ratings

44. Business: Plumber
Merriam
Trigger: Sink is leaking profusely
on new wood floors
Mode of Research: SPONTANEOUS
Image courtesy djones76 via istock.xchng

45. Business: Plumber
Contact Us
512-553-5501
Merriam
Trigger: Sink is Emergency Hotline
leaking profusely 512-553-5501
on new wood floors
Mode of Research:
800-STOP-LEAK
SPONTANEOUS
Image courtesy djones76 via istock.xchng

46. Business: Plumber
Contact Us
512-553-5501
Merriam
Trigger: Sink is Emergency Hotline
leaking profusely 512-553-5501
on new wood floors
Mode of Research:
800-STOP-LEAK
SPONTANEOUS
Image courtesy djones76 via istock.xchng

47. Business: Sports Equipment
James
Amateur Soccer Player. Plays
to win. Spares no expense on
game
Trigger: Teammate
had hot new gear.
Mode of Research:
COMPETITIVE
Image courtesy Mart1n via istock.xchng

48. Business: Sports Equipment
Soccer Equipment
Hot New Products
Editor’s Choice
James
Amateur Soccer Player. Plays
to win. Spares no expense on
Best Deals
game
Trigger: Teammate
had hot new gear.
Mode of Research:
COMPETITIVE
Image courtesy Mart1n via istock.xchng

49. Business: Sports Equipment
Soccer Equipment
Hot New Products
Editor’s Choice
James
Amateur Soccer Player. Plays
to win. Spares no expense on
Best Deals
game
Trigger: Teammate
had hot new gear.
Mode of Research:
COMPETITIVE
Image courtesy Mart1n via istock.xchng

50. Business: Software
Manufacturer
Roy
Operations Manager
Trigger: Boss asked
him to research
Workflow Software
Mode of Research:
METHODICAL
Image courtesy freber via istock.xchng

51. Business: Software
Manufacturer
Our on-demand software provides a
best-of-breed solution to quickly drive
performance information to the right
people in an organization.
New IBM Case Study
Business transformation achieved using
SOA and other technologies for Texas
Health & Human Services Commission
METHODICAL

52. Business: Software
Manufacturer
Our on-demand software provides a
best-of-breed solution to quickly drive
performance information to the right
people in an organization.
New IBM Case Study
Business transformation achieved using
SOA and other technologies for Texas
Health & Human Services Commission
METHODICAL

53. Business: Pet Kennel
Sara
Sales Engineer
Trigger: Needs a
place to take care
of her dog during
business
trips.
Mode of Research: Humanist
Image courtesy adripoveda via iistock.xchng

54. Business: Pet Kennel
The Best Price in Town on
Kenneling Services
Our Trained Staff Looks
Forward to Caring for Your Pet
Sara The Largest Kennel in the City
Sales Engineer
Trigger: Needs a Give Your Dog a Vacation
place to take care
of her dog during
business
trips.
Mode of Research: Humanist
Image courtesy adripoveda via iistock.xchng

55. Business: Pet Kennel
The Best Price in Town on
Kenneling Services
Our Trained Staff Looks
Forward to Caring for Your Pet
Sara The Largest Kennel in the City
Sales Engineer
Trigger: Needs a Give Your Dog a Vacation
place to take care
of her dog during
business
trips.
Mode of Research: Humanist
Image courtesy adripoveda via iistock.xchng

56. Business: IT Software
Profile:
Rick
IT Admin
Trigger: One of his
servers is down and he
needs a quick way to
diagnose the problem.
Mode of Research: Competitive
Image courtesy jenikahycc via iistock.xchng

57. Business: IT Software
Free Demo Free Demo
Submit Start Demo
Free Demo Free Demo
Next Step Download Now
Competitive

58. Business: IT Software
Free Demo Free Demo
Submit Start Demo
Free Demo Free Demo
Next Step Download Now
Competitive

59. Logical
Competitive Methodical
Emotional
Spontaneous Humanist
Quick Deliberate
Decisions Decisions
Source: Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg

60. Personas tell us
why they came
not who they are.

61. The Conversion Scientist Blog
To Request Slides
Twitter
LinkedIn
Facebook Fan Page
Phone: