UX – How to define personas to refine your customer journey?

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Sending the right message to the right customer at the right time to improve conversion rates: this is the goal of all marketers. The relevance of messages, offers and contact moments is the key to marketing performance. The problem is that it is becoming increasingly difficult and increasingly expensive to achieve this goal.

This is where personas come in. Representing specific audience segments, personas allow you to gain a good understanding of the individuals (or companies, in B2B) you are targeting, the best moments of contact and the most effective conversion levers.

Personas allow you to refine your customer journeys and improve the experience delivered to your customers.

In this complete guide, we explain what a customer journey is, giving examples, and above all how to build and use them to concretely improve the ROI of your digital marketing.

Summary

What is a persona? [Definition]
In English, "persona" simply means "character". In the field of marketing, a persona is a fictional person, a character, an archetype, a stereotypical individual symbolizing a typical consumer profile. Each persona represents a homogeneous group of customers / users / consumers. Each persona is defined by a set of socio-demographic, psychological characteristics (interests, ways of thinking, etc.), needs, motivations, expectations, behaviors and objectives.

Your personas represent the different types of target customers for your company. It can happen, but it is rare, that a company only targets one customer profile. In this case, there is only one persona. But in reality, companies generally have 3, 4, 5 personas, or even many more. It is advisable to focus on 3 or 4 personas maximum (those corresponding to the most important types of customers).
Here is an example of a persona (Source: Humanlytics ):

buyer persona

And another one (Source: LightPetal):

personas examples

It is generally estimated that 3 or 4 personas are enough to cover more than 90% of customers (in terms of turnover share). Successfully identifying these 3 or 4 personas can be one of the keys to improving the ROI of your marketing efforts. Why? Because it allows you to better understand your customers (existing and target) and therefore better target your colombia whatsapp list content, offers, ads and messages – which translates into better conversion rates. Remember that a strategy that targets everyone targets no one. Targeting is the key to marketing performance.