Conversion Optimization Foundations: Understanding Personas
You have more than one customer; you have a variety of customers who all make decisions based on different reasons. Some customers consider consumer reviews when making a purchase. Others look for statistical proof that a product delivers results. And others need to know the personal history of those who run the business. In this lesson, Bryan breaks down customer personas into four distinct categories. Customers make purchasing decisions based on personality traits related to deliberation and objectivity. Gain a new understanding of your customers and use this understanding to craft a user experience that provides your customers with the information they need to make a purchase.
Length: 6 min.
You will learn to:
Explain how visitors' goals relate to the conversion rate of your website
Understand that customers reach the conversion point from a variety of different paths
Name the four personas based on the scales of objectivity and deliberation