By creating personas for your business, you will get to know your customers at a more intimate level. Once we reveal personas to our clients, they are very excited because of the wealth of information these personas provide. We find that the sales executives begin to discover weak points in their selling process, and the web developers and designers are ready to make hundreds of changes to their sites. CEOs and VPs might think they are ready to adjust the selling process to deal with the needs, wants, and fears of the personas. But we tell them to wait and to not address this quite yet.
Whether you are working with an ecommerce website, a lead generation website, or a physical store, trying to adjust your selling process is challenging and requires more than personas. There are hundreds of elements and points that you can evaluate throughout the selling process. We mentioned that we evaluate each web page or sales funnel from 350 different angles. You can anticipate questions, concerns, and objections users may have after persona creation, but the wealth of insight the Conversion Framework methodology will provide makes your personas more valuable.
Randomly making changes to your website without following a guide or framework will lead you to disappointment and no results. If you are looking for consistent and measurable results, you have to follow the entire Conversion Framework methodology. As you look at all the different areas of your campaign, website, or sales funnel, and think of the hundreds of possible areas of improvement, you must wonder which of these will have the highest impact on your conversion rate and which will generate the greatest increase in sales while requiring the lowest level of effort (LOE). These are the areas you should focus on first. But don’t worry! Your personas will guide the process by helping you identify which areas of the Conversion Framework you should adjust immediately, and which you should address later in the process.
DON’T FORGET!
Depending on what you are selling, you must adjust certain temperament trends to the process. If your product or service is expensive, all customers are likely to have a more logical approach to the buying decision. This means you can expect all customers to ask “more” questions because it is a bigger buying decision and investment for them. Of course, how an impulsive persona will ask questions differs from how a logical persona will, so you must adjust your selling process to anticipate this behavioral shift.