User Interface for Multiple Personae
Randy Milanovic of Kayak Online Marketing on the importance of reaching both influencers who research and investigate and decision makers who want the bottom line.
- Decision-Makers aren’t the only web visitors you need to convert
- Personas come in pairs; decision-maker and their influencer(s)
- Well crafted UX can satisfy both persona types on the same page
The Video, Notes, Slideshare, and Podcast
See the slides on SlideShare
See each slide in the presentation.
Notes
As a guest on the panel, I was typing away when I wasn't commenting. Here are my notes.
Designing web pages for multiple personas
Address two different types of people on the same web page
for persona pairs
higher ticket price/b2b
convince people you are the right option for them
decision makers don’t have time
time limited
don’t visit many pages on a site
mostly above the fold
executive similar
product or service impulse is the shopper - branding, price, availability
Researcher/ Influencer on the decision maker
role - does the research, does not make the decision
has more time to read more content
does look lower on the page and will consume
click for info, download, reach out
become committed to you and essentially your service or product
now they have the ability to reach out to the influencer
Design pages for both types.
Characteristics
Decision Maer
Transactional
Skimmer
Above the fold
Visits minimal pages
Influencer
Consultative
Diver
Below the fold
Visits multiple pages multiple times
Muamar- above the fold
it used to exist
good copy/create interest/desire/action
if the site is interesting enough they will explore
Whatever fits on screen
Influencer may come back several times evens on the same day
Decision maker
often C or V-suite
not time for research
looking for big picture benefits
wants to know you are credible
Influencer
Manger or Operations
research multiple solutions to a problem
look for details about how solution works to solve problem
want to know credibility and reliability
makes recommendation - needs to be confident your solution will make them look good
Persona creation tool
distinctly different intentions
How to deal with them within the website
Marty
b2b sales world - often many stakeholders involved
two-tab event
technical decision and executive decision (due diligence)
Depends on the product
process- many middle management and budget
effects performances of the business
size, complexity, external stakeholders
Persona Flow
going down the rabbit hole
Prompt Next steps for decision maker and influencers
primary concerns
find and entry point (blog or google search)
what are the key pages that will answer primary concerns
what actions will they take or do we want them to take
It isn’t until you understand the flow of the actual user experience that you see the imposed hierarchy.
Forget old fashioned sitemap and think about flow
Home - service - about -contact
transactional only, not research
in sales mode without pre-qualification
researcher
content-content-content
have really bought in otherwise they wouldn’t search/read more
Persona flow visualizes UX and informs link strategy
researcher does more clicking
tools for different stages
link on page- still exploring (not ready to act)
contextual navigation (sidebar)-group related content
don’t have to go far to find related information
actionable - download - CTA (people avoid banners) use square
button - tell what they get
whole image clickable but they push the button
higher intent
willing to pay with contact details
middle of the funnel
create contact - use buttons
Let’s Talk - marketing qualified
Speak to both sides of your pair on every page for success.
A more complex process
Download and tool
Peter
decision makers find the synopsis easier to deal with
structure site conceptually
concise information
800-100 words for first view
decision maker has needs met there- credibility, reliability
then elaborate
the overview of all the value
Kate -
automation tools
identify the user and change the website
atomic reach and Hemingway
what really matters and then talk to the topics
recognize search information
Leading for tracking
test language level
like to have real conversations
Zara Altair