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Using Personas to Create Valuable Digital Experiences [Podcast]

In this episode of the Lead to Loyal™ podcast, we’re sharing highlights from our Beyond the Buzzwords webinar: Using Personas to Create Valuable Digital Experiences. The full webinar aired on June 15th, 2016 and was broadcast in partnership with Kentico.

Joining us on the podcast are SilverTech’s Software Engineer and certified Kentico Developer, Gina MacIntyre, and SilverTech’s Principal Strategist, Samantha Maltais.

Listen above or continue reading for some of the podcast highlights.

Personas should never be static documents…[as] your audience is always changing.

A persona is….a fictional character that represents your typical website visitor. Personas help you identify needs, motivations, pain points, expectations, and goals. And, they put a human face to your abstract customer data.

How important are Personas in designing a website? Can they be used after your website has launched? How?

Sam: Personas are where you should start when looking at a website redesign. Personas give us information like needs and wants and barriers...they help us understand what...content or features that will help us get your potential visitors to move forward through your website and become customers. So, personas are really where everything starts; really important stuff.

Personas should never be static documents…[as] your audience is always changing.

Ian: Here’s a key takeaway, this one from Marketing Sherpa, a persona-based was found to have a 210% increase in website traffic, 97% increase in website generated leads, 124% increase in website generated sales.

As you are developing a website or building an application, do you envision how people will interact with your final product?

Gina: I do. I think Personas are important to me as a developer, because I think everyone has a unique way of thinking and approaches a problem differently. Personas help me develop a site that not just I would use, but others would too.

Sam: Personas actually allow us to step into the mindset of someone. So, once we set out a persona, say a 35 year old mother of two, we can assume that character as we create [website] features.

Gina: Having personas helps me make sure that I am not just making something for me.

How to Create Personas

A persona is….a fictional character that represents your typical website visitor. Personas help you identify needs, motivations, pain points, expectations, and goals. And, they put a human face to your abstract customer data.

How important are Personas in designing a website? Can they be used after your website has launched? How?

Sam: Personas are where you should start when looking at a website redesign. Personas give us information like needs and wants and barriers...they help us understand what...content or features that will help us get your potential visitors to move forward through your website and become customers. So, personas are really where everything starts; really important stuff.

Personas should never be static documents…[as] your audience is always changing.

Ian: Here’s a key takeaway, this one from Marketing Sherpa, a persona-based was found to have a 210% increase in website traffic, 97% increase in website generated leads, 124% increase in website generated sales.

As you are developing a website or building an application, do you envision how people will interact with your final product?

Gina: I do. I think Personas are important to me as a developer, because I think everyone has a unique way of thinking and approaches a problem differently. Personas help me develop a site that not just I would use, but others would too.

Sam: Personas actually allow us to step into the mindset of someone. So, once we set out a persona, say a 35 year old mother of two, we can assume that character as we create [website] features.

Gina: Having personas helps me make sure that I am not just making something for me.

Ian Hughes, Content Marketing Strategist
Meet Ian Hughes, Content Marketing Strategist

After pursuing careers as diverse as filmmaking and professional soccer, Ian landed in the Financial Services industry where

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