Optimise Oxford Talk - Katie Bennett

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Katie BennettDigital Specialist @klbennett_

@klbennett_

WHY YOUR DIGITAL STRATEGYNEEDS PERSONAS

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NOT ALL OF YOUR CUSTOMERS ARE THE SAME

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BUT THEY ARE STILL YOUR CUSTOMERS

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KNOW YOUR AUDIENCE?

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LET’S DEFINE YOU

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LEARNING NETWORKING THE FREE BEER!

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WHAT DO WE WANT?vs.

WHAT DO THEY WANT?

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IMAGINE THE CHALLENGE OF MAKING A CONSUMER SITE ABOUT PAINT MORE ENGAGING

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INITIAL PHASE:BRIEF

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DULUX POSITIONING STATEMENT:

“The online destination for colour scheming & visualisation to help you achieve your individual style in

the comfort of your own home”

A USER-CENTERED APPROACH=

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WEBSITE GOALS:• Increase organic traffic from 1 million per annum to 3.5 million • Drive at least 12% of visitors to convert (either by ordering a swatch

or placing an order)

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SECOND PHASE:TARGET AUDIENCE

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TARGET AUDIENCE FOR A USER-CENTERED DESIGN:

• Adventurous women 25-44 • Lack of confidence• Gap in inspiration (TV & DIY)• Colours & colour combining is key • Help & guidance • Social • 12 month decorating cycle

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THIRD PHASE:DEVELOPING THE PERSONAS

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PENNY

• Aged 27

• Sales assistant (cosmetics department of a large store)

• Just bought 1st flat with her boyfriend

• Loves to visit handbag.com

• Favourite colour is pink

• Topshop is her favourite shop

• Loves to socialise with friends

• Enjoys eating pizza

“I’ve got loads of enthusiasm, I just

don’t know where to start”

JANE“I want to re-decorate, I

just don’t have the time”

• Aged 37

• Has a husband

• Mum to two children

• Lives in Manchester

• Part time PR consultant

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FOURTH PHASE:COMBINING PERSONAS

WITH CUSTOMER JOURNEYS

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STORYBOARDS:

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THE HOMEPAGE

PENNY

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DETAILED PERSONA PAGEINSPIRATION

PENNY

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NEW CUSTOMER:INSPIRATION

DECORATING ADVICE

EXISTING CUSTOMER:PURCHASE

(BRAND LOYALTY)

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DULUX HAVE CREATED A SITE THAT IS APPEALING AND RELEVANT FOR THEIR AUDIENCE

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BACK TO PERSONAS, HOW DO YOU DEFINE THEM?

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COLLECTING DATA IS ABOUT CONTACT WITH YOUR CUSTOMER OR PROSPECT.

THE MORE MATERIAL THE BETTER!

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START BY TALKING TO THEMGATHER INFORMATION ON YOUR IDEAL CUSTOMERS:

INTERVIEW THEM CALL THEM USE SURVEYS

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BUILD PERSONAL ATTRIBUTES INTO PERSONAS

DEMOGRAPHICS PSYCHOGRAPHIC WEBOGRAPHICS

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ANALYTICS HELP TOO!• Website analytics• Speak to your sales team • Customer feedback • Social media analytics • Data from contact forms

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JESSICA

• Recruitment Consultant

• 26 years old

• Single mother

• Dog lover

• Lives in London

• Recruitment consultant for a recruitment firm (£35,000)

• Binge watches breaking bad

PAUL

• Landscape Gardner

• 58 years old

• Recently divorced

• Lives in a 2 bed flat in london

• Loves Game of Thrones

• Reads a lot

FOCUS ON TWO OR MORE PERSONAS

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DEFINE YOUR PERSONAS AS A HYPOTHESIS OF REAL PEOPLE

@klbennett_

TO HELP YOU GET INSIDE THEIR HEAD,FIND YOUR KILLER DIGITAL STRATEGY

AND ULTIMATELY MARKET TO THEM BETTER

THINK OF YOUR CUSTOMERS AS REAL PEOPLE

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THANK YOU FOR LISTENINGANY QUESTIONS?