Customer personas are designed for personalizing campaigns and enhancing digital strategies. Furthermore, they can be used to establish a deep connection with online visitors.
In order for your product, service or content to stick well, you need to see what your customers see. In other words, you need to place yourself in their shoes. This is exactly what building a customer persona is all about.
What is a customer persona?
Based on the introduction of the article, below is a breakdown of how customer personas work:
- A customer persona is a detailed representation of your customer or visitor.
- In most cases, such details include a name, life story and personality.
- A model representation is often used as a visual guide.
- Who your customer persona is connected to is also an essential part of the diagram.
A well-tailored customer persona can help you and your team ask the right questions. For example, if your customer persona is a 65-year-old retired businessman who has developed a habit of catching up on the latest news every morning; then you may opt to make the font and icons on your website larger and switch to a simple website layout that is easy to browse.
Additionally, it would be wise to have new content ready as early as possible, around 5:00AM on a daily basis, as the elderly are known to wake up very early; compared to men in their 30s who usually wake up between 7-9AM, just in time to clock in at the office.
Now that you have a clear background on the topic, let’s take a closer look at how to build a customer persona.
What is a customer persona composed of?
Small details and attributes make up an effective customer persona. It is important to remember that demographics only serve as a general guide. They don’t go far enough into the lifestyle or mindset of a customer, which is what customer personas aim to uncover.
Background information: This may include age, educational background, gender, location, personal preferences, friends, family, hobbies and interests. The basic information is the foundation of your customer persona, from which you can use to develop a deep character and profile.
Name: Your customer persona isn’t generic. Therefore, he or she needs a name. Making references to your customer persona is easier with a name as well.
Technical Aspects: This is the time to get extremely detailed. Because you’re developing an entire personality, you need to cover all the aspects of your persona’s life. What type of exercises does he or she like to do to stay fit (if any)? Is he or she the type to eat a sandwich on the go or sit down for a meal during lunch? What items can be found on his or her desk at work? These are the type of questions that you should be looking into.
Goals: This is where you close the gap and start making associations with your product and the customer persona.
Flaws: In order to make your customer persona as real as possible, you have to include character flaws. Disappointments, closed mindsets and boundaries can help craft a well-rounded profile.
Favorite Websites: Taking the best elements from your persona’s favorite websites and incorporating them into your own can reduce bounce rates and increase engagement.
What other aspects of a customer persona do you think are important? Let us know what you think.