Archive for Conversion Optimization

Conversion Optimization And The Four Personas

This post is all about conversion optimization and user experience. The main principles behind the creation of a website is typically to effectively communicate with your visitors and to potentially convert them into clients, leads or sales. This process always begins with understanding who your product appeals to and thereby categorizing your marketing strategies for the different personality types that visit your site.

How effectively is your website engaging your visitors? If you would like to improve your conversion rate, keep reading on your first steps to conversion optimization.

I am going to break it down into the four types of personas, as defined by Brian Eisenberg – who, along with his brother Jeffery turned out to be Conversion Optimization Pioneers – from his awesome guide on realizing a site’s potential through conversion optimization (Title: Always Be Testing).

The personas include competitive, spontaneous, humanistic and methodical types. They all engage with your site differently and it is in your best interest to appeal to all of them or at the very least, the competitive & spontaneous with a dash of either humanistic or methodical.

The picture below is a visual representation of the 4 types of personas that you need to optimize your content for with a blurb about their requirements alongside them.

4 Personas a website needs to be optimized for

The 4 Key Personas Any Website or Landing Page needs to be optimized for


It all comes down to conveying your information to your visitors in a way that these broad persona types will engage with you and your website. And now you’ve understood one of the basic tenets of conversion optimization.

Persona creation requires an in-depth understanding of how your visitors engage with your site and can be quite challenging the first you start. Make a story up for each type of persona to further continue with the creation, giving yourself a chance to understand how they intend on interacting with your site. In essence, try and place yourself in each persona’s shoes to come to grips with the user interaction.

After the Personas and story lines have been created, start testing elements or content on your site to better appeal to each type. Using Google’s Website Optimizer is a great starting place and Google has plenty of literature on how to maximize your time with Website Optimizer.

Conversion optimization is a user experience science based on empirical evidence of preference of one over the other against the entire number of visitors to your site. It is a side of online marketing that is often overlooked for other higher impact aspects of the SEM genre. However, when done right, Conversion Rate Optimization (CRO) brings larger conversions leading to an ever increasing bottom line.

Conversion Optimization requires a heavy dose of web analytics and those who are data shy, really shouldn’t be attempting to increase conversion rate through A/B or Multivariate testing. As mentioned before, it is an empirical science that is both detail oriented and immensely satisfying.

It took me a little while to figure out how best to create content for each persona and my guess is that it may take you a little while to do so, too. And don’t give up, in the end, you may be laughing your way to the bank.