Myth #2 User Personas – 5 Things Personas Help you Understand about your Business
The second myth we debunk in our e-book is that developing personas is too expensive. The reason many business owners feel this way is that they do not fully understand all the benefits. Personas can not only help you learn about your customers, but will also allow you to better understand your business and how it operates. Here are five things personas can help you understand about your company.
#1. Your Customers
A great deal of research goes into the development of personas. During that research, you are likely to learn a great deal of information about your targeted demographic. You will also come up with a “main character” for your story, and develop that individual’s personality. Developing a persona with attitudes, goals, and expectations will prove invaluable when growing and developing a website.
#2. What Drives Traffic to your Business
What type of scenario causes someone to consider your business? In many cases, the answer is obvious, but other times, it may not be. For example, if you run an online store, you might not know why people visit your website in the first place. You could also be unaware of what their needs, wants, and desires are. As such, you could be missing out on the opportunity to sell them related products and services, and might even have difficulty maintaining customers long term.
#3. Whether or not you have Faulty Assumptions
Many business owners assume they know what is important to their customers, and then make decisions accordingly. After developing a persona, you will know whether or not there is actually any basis to your assumptions. This will help you discover if you have taken the wrong approach when it comes to merchandising, marketing, and product selection so you can make adjustments accordingly.
#4. Is your Content Useful
A common mistake is to target content toward a broad audience. The problem with this is that when you try to reach too large a base, you will actually reach fewer people. You need content that is useful and informative to your demographic, and developing a persona is one way of ensuring you have information that will appeal to the right group of people. Personas are especially useful when it comes to email or newsletter marketing, as you can ensure the right content gets to the right group of people at the right time.
#5. How Effective you Are
Ultimately, personas will help you gauge how effective your business is. You will be better able to tell if you are reaching the right audience and meeting their needs. You can also determine what a user experience is like, as well as what level of service you are providing. Without personas, you might not be aware that you are not quite living up to your potential, and might therefore miss out on opportunities for improvement.
As you can see, personas can not only help you learn more about your customers, but will also make it possible for you to discover things about your business that you might not have learned otherwise. In the long run, personas can go a long way toward helping you grow your business and make it more effective.