How to drive relevant traffic to your website with user personas
In this article, we’ll give you the tools you need to get more traffic to your website from highly relevant customers who are looking to convert — irrespective of your business type.
That sounds great… that’s what everyone wants, right?
Why is this a problem?
You’re probably spending a large chunk of your time and money creating content which attracts traffic to your website but isn’t converting into sales.
Even if you’re doing the content creation yourself, it’s taking your time and attention away from running your business, so it has a cost to you and you’re not seeing results from your hard work.
This is a common pattern we see a lot of businesses fall into.
Common myth — “the more traffic I have, the more conversions I’ll get”
It’s actually about how relevant the traffic to your site is and at what stage in the buying cycle the customer currently sits.
If you sell electric torches online and you’re getting lots of traffic to your website for a different, irrelevant topic, you’re unlikely to get sales. In fact, in terms of bounce rate and content dilution, it might be doing more harm than good.
How then can we solve this problem and ensure your content stays relevant to your audience? Our solution to this problem is to create ‘user personas’.
The next logical question would be what is a user persona? Luckily, we have Wikipedia and they gave us this handy answer:
“A user persona is a representation of the goals and behaviour of a hypothesised group of users. In most cases, personas are synthesised from data collected from interviews with users.”
That’s a pretty good start.
We create our personas from a combination of real data and online analytics which we know represents segments of our audience. These user personas provide a starting point which we shape our content for — whether that’s blog posts, social media or any other type of advertising.
It’s all about giving us a human to aim our content at. Because ultimately, content creation should be about writing content for people, not search engines.
We recommend that you create 3–5 user personas. We find this is enough to cover most of your customers but few enough that it doesn’t get out of hand and will still allow you to be specific with details about each one.
Our sample persona template
- Job Title
- Values and Fears
- Your Elevator Pitch
This is just a quick overview of the different topics we use to create suitable user personas for our business. You can find a signup form below to receive a free, editable PDF version of this template to keep for yourself!
Where to get your customer demographic data
Now you know what makes up the user persona, you might be left wondering “Where do I get all data from?”
Here are 3 helpful tips on where to start looking:
1. Site Analytics
If you’re using Google Analytics, it can provide some handy insights into the makeup of your users.
You can find out what content they looked at, how old they might be, how much time they spent on your site and even where they are located. Data like this is key for generating accurate user personas.
2. Social Media
Social media tools often provide accurate demographic reports as well.
The key here is the larger audience you have, the more detailed results you’ll have to work with.
3. Ask Your Customers
Customer interviews and surveys are a great way of building up knowledge about your existing customer base.
Using real customers will allow you to dig deep into their answers and analyse them further. You can ask a customer what’s their pain point — you can’t do this with data.
Do’s and Don’ts
- DO — base your personas on real demographics.
- DO — create 3–5 personas.
- DON’T — keep the personas to yourself. If you work with a team, share them. The team needs to know about them as well.
- DON’T — guess your user’s demographics (you don’t always know your real audience).
Once you have created your personas, you can now start thinking about how you’d create content to reach out to your motley crew.
For example, one of Sidekick Digital’s user personas might be John. John’s a 38-year-old man with an online business who’s looking to attract more customers to his website — he knows writing content is important, but he’s been having problems making it relevant and needs a framework to create new content quickly, so he’s researching solutions on Google.
Do you see how our article sort of reaches out to John?
This article shows how John can create new, more relevant content for real customers of his business. We’ve shown him a method he can repeat in whichever sector he works in.
John’s customers should engage fully with the content and John should feel that we, as a business, understand exactly what he’s going through and therefore are in the perfect position to help him with his needs — so we both win!
And that’s your next step. Take your personas and start creating targeted content aimed at your customers.
Thank you for taking the time to read this — and if you are “John”, don’t hesitate to get in touch. We can help you with lots of thoughtful ideas on how to better engage with your customers and increase your conversions.