Increase your winning tests by understanding your customer needs better.
Create a fictional representation of your buyer using real data such as surveys to include their online behavior as well as their motivations, goals, fears, and mode of persuasion.
- To discover their intent ask yourself questions such as "Why are they coming to this site at this time? " or “What are they looking to accomplish?”
- To identify points of friction ask yourself questions such as “What are their fears, doubts, hesitations?” or “What are the important pieces of information this kind of visitor needs to feel comfortable and confident in taking action?”
- To identify how to persuade them ask yourself questions such as “Will they decide to take action quickly or slowly?”
Write your buyer persona characteristics in a document, give them a name, and identify repetitive themes across your data.
You can have more than one buyer persona if your data indicates so
For example, Jill, 34-yr busy mom who has very little time, and cares about eating healthy. Likes that the meal plans are laid out, so doesn’t have to think about it. Loves the grocery list. Vegan aspect is important.
Select from your data information about your buyer that is similar across all your personas and include it in your customer theory.
The customer theory includes your buyer persona and any information currently about what has worked and hasn’t worked in the past.
Run tests using customer persona data and after concluding the tests, update your customer theory report with your recent findings.
You can update the document even if the test is successful or not.
Identify the findings from your previous test in your document and run a new test using your updated customer personas to learn more about your customer and create better tests.
If you identify in the customer persona that a type of messaging worked or customers respond well to copywriting, focus your efforts on what you already know.
For example, if you know your customers are on the go and tested a shorter copy that seemed to work, create a new test using copy with less fluff to get your point across.
Create a new test hypothesis derived from your previous tests and continue to update your customer theory report
If you identify a buyer persona you previously identified as inaccurate, you can disregard it if your data suggest so.