This post is a follow up from last weeks post, ‘Content Targeting is Still No Match for Persuasion Architecture’ that describes how to create personas for your website so you can use persuasion architecture to convert your visitors. It also briefly covers content targeting and whether or not using it as a strategy is a good solution for your website. In this post, we will give some suggestions on how to convert each of the four personas we recognized in the last post.
We have 4 different women from the same demographic to consider. You can read more about them in part 1 of this post.
Gillian – Gillian will plan her vacation 6 months in advance.
Miriam – Miriam wants to go on a cruise with nice people.
Agnes – Agnes wants ro pack in the most adventure possible.
Patty – Patty will decide where she wants to go at the last minute
Here are some methods to speak to each of the four women who land on your page in a way that will help lead them to converting on your site.
Gillian- We know Gillian is looking for a lot of information and a great deal. You want to send her to a page that lists all of your different resorts and their amenities. Grab the part of her that likes to book in advance and save money by featuring a link on the resort/amenities page that lists special low prices for those who book in advance. By providing a link with a call to action like ‘Book in advance and take advantage of early bird specials,’ you propel Gillian forward in the buying process.
Miriam- Miriam wants a resort that will make her feel good about herself and that will keep her family happy. Send her to a page that lists resorts designed to help her entertain her children and make the most of her vacation. Feature local attractions and images of families enjoying themselves. From there, include a link for Miriam to a testimonial page that lets her see how other women just like her have enjoyed the resort in the past and plan to return.
Agnes- Agnes is looking for new experiences and challenges. When you list your resorts make sure to offer Agnes a link to a page that lists local artisans and adventures she can go on. Use that page to show her how a trip to one of your resorts will change her life for the better.
Patty- Patty will be attracted by a page that lists last minute bookings; resorts that still have availability that she can book within 2 weeks. Feature a link on your homepage for Patty that will take her to a list of last minute booking deals. On the resort pages themselves, make sure you show off how your resorts provide a personal touch. A good way to do this would be via testimonials or reviews from people like Patty who were surprised at their extraordinary experience with your resorts.
You can personalize each woman’s online shopping experience by understanding their individual needs and offering an intentional path of navigation through your site that satisfies those different needs. All 4 women may travel from the Home Page to the Book Now page, yet each will get there by her own path, driven by her own interests and buying needs. You can present them all the same landing pages, and let them navigate based on their own buying process.
Do you have any experience with content marketing? What about persona’s? We would love to learn what has worked well for you in the past and what you would never try again. We have experience increasing conversions using both content targeting and persuasion architecture, so if you need help implementing eiterh on your site, you can reach out to us!