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Friday, Aug. 5, 2005 at 1:58 pm

Measuring Personas for Success

By Bryan Eisenberg
August 5th, 2005

Just six months ago, personas were little more than an industry buzzword. At the recent AD:TECH conference, I surveyed the room a colleague was speaking in and was pleasantly surprised to find 30 percent of the audience claimed to use personas in site design.

Now that persona use is more widespread, the questions are different. No longer do people ask if they should use personas. Instead, they ask if their personas are effective.

How do you know if a persona is good or bad?

Evaluating effectiveness boils down to two things:

  • How well does your Web team empathize with your personas?
  • Can your personas be used to create persuasive scenarios that can be measured and optimized?

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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