After creating personas, the next question you should ask is how you can use them to make changes to your website. Although personas are wonderful in theory, practical examples will drive the point home. Figure 3-1 shows the main home page for a popular medical uniforms website. Figure 3-2 shows different hypothetical personas for this website. Now, how would each persona interact with the nursing page? What changes should you make to the home page based on these personas?

At a minimum, you should evaluate the page from the perspective of each persona by answering the following questions:

The answers to these questions will provide you with a list of modifications you can make to the page. But this is merely a starting point. Figure 3-3 shows how each of our hypothetical personas will view and interact with the main home page. Although we gave you seven questions to answer, it is typical for us to consider more than 350 questions as part of the Conversion Framework process for each page we optimize. As you go through the book, you should develop a list of optimization questions that are specific to your website.

Home page of a popular medical uniforms website
Figure 3-1. Home page of a popular medical uniforms website
Hypothetical personas for the medical uniforms website
Figure 3-2. Hypothetical personas for the medical uniforms website
How personas will interact with the page
Figure 3-3. How personas will interact with the page

In our previous example, we saw how personas impact the way a page is designed. Let’s take a second example that will focus on how personas will impact the copy you include on a page. Figure 3-4 shows a picture of one of the pages of an ecommerce website that sells a variety of golf equipment. Here is an excerpt from the copy on that website:

So you love to golf and you’re searching for some new clubs, eh? Look no further! Golf Gear Review’s selection of in-depth and user submitted club reviews will help you familiarize yourself with some of the top names in golf, and what folks just like you think about their clubs. Shopping on-line for golf clubs is an easy and rewarding experience. Where else can you find the best selection and prices for clubs, all at your golf-happy fingertips?

GGR features reviews of golf clubs from nearly every manufacturer out there. Some of the companies that we have reviews on include:

Acer, Adams, Advanced Golf Technology, Aldila, Alien, Alpha Clubs, Ashton, Aurora, Bag Boy,…

Generic copy on an ecommerce website for golf equipment
Figure 3-4. Generic copy on an ecommerce website for golf equipment

Now, let’s consider this from the perspective of two personas:

Lisa Jenkins, 52, an expert golfer with more than 10 years of experience. Lisa enjoys Wilson and Spalding products. Of course, because she is a woman, she looks for the products that will cater specifically to her.

What would Lisa think of the preceding copy?

Lisa loves that this site mentions the wide selection of products because that is important to her. However, the copy does not mention any products specific for the woman golfer. She also wants to know what other products the website offers besides golf clubs. She may need a specific club, but she is also looking for new golf gloves, balls, tees, and so forth.

Greg Scott, 39, a beginner golfer. He has been promoted in his job to an executive-level position. As a result, he now is obligated to attend more social events, including golf outings, with his coworkers, managers, and sometimes even the VP of his company. Greg wants to appear like he knows what he is doing when it comes to golf.

What would Greg think of the preceding copy?

Greg doesn’t know what kinds of clubs he needs. He is overwhelmed by the large product selection the website offers. He wants the right equipment, but he is not sure how to proceed. The copy does not address the needs of the beginner golfer. This is an issue for Greg.

Let’s consider how small tweaks to the copy would have satisfied both Lisa and Greg.

Here is the new, improved copy:

Golfster offers a wide selection of golf clubs for the novice and expert golfer.

You can get advice on the right equipment for your level, gender, and age. Visit our expert tips for which clubs are right for you. If you already know what you need, search among the widest selections of golf equipment on the Web.

Need some tips on golfing and which equipment to select? Visit our blog and articles section for the latest information from professional instructors.

Each italicized phrase or word in the preceding copy will link to a specific page on the site to address that topic. Can you see how the improved copy will better serve our two personas?

Creating persuasive copy is key to any site, and this example demonstrates how personas can clearly guide what copy elements you should include and where you should place them.