Designing Web Pages for Dual Personas - slides
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Often, traditional marketing is focused on a single target audience – either the researcher or the decision maker, where target audiences are loosely defined and focused on demographics rather than psychographics. In today’s always-online marketing world, the reality is that you need to create one-on-one connections with both researchers and decision makers, and you need to do it in a way that includes the type of information each is looking for, in a way that works for how they consume information. Link to our free dual persona tool: https://www.kayakonlinemarketing.com/marketing-persona-development-tool
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Designing Web Pages for Dual Personas - slides
- 1. Multiple Personality Reorder Designing B2B Webpage for Persona Pairs @kayak360 #personasflow
- 2. Who are you designing your website for?
- 4. Make decisions but don’t do research Decision Makers Influencers Do the research but can’t make decisions
- 5. Make decisions but don’t do research Decision Makers Researchers Do the research but can’t make decisions
- 6. Both will visit your website Both are looking for answers
- 7. Two Visitor Types = One Persona Pair Decision Maker – Influencer Transactional – Consultative Skimmer – Diver Top of Page – All of Page Visits minimal pages – Visits multiple pages multiple times
- 8. Often C-suite or V-suite No time for research Looking for big picture benefits Wants to know you are credible and reliable Decision Maker
- 9. Often Manager or Operations level Needs to research multiple solutions to a problem Looking for details about how solution would work to solve their problem Wants to know you are credible and reliable Makes recommendation to Decision Maker - needs to be confident your solution will make them look good Influencer
- 11. Persona Flow (aka Going down the rabbit hole)
- 12. What are this persona’s primary concerns? How will this persona find your website and/or where is their entry point? What are the key pages that will answer his or her primary concerns? What action will they take after visiting the key pages?
- 13. It isn’t until you understand the flow of actual user experience that you see that the imposed hierarchy of websites is an illusion.
- 14. Forget hierarchy Home Service ContactAbout (Old school sitemap)
- 17. Persona flow visualizes UX and informs link strategy
- 19. Related
- 22. Speak to both sides of your pair on every page for success.
- 24. Imposed hierarchy of websites is an illusion #personasflow tweet this @kayak360
- 25. Empowering you and your online marketing to succeed KAYAK Online Marketing www.kayakonlinemarketing.com