Listing "customer personas" instead of features improved our CTR by 200%
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Re: Listing "customer personas" instead of features improved our CTR by 200%
#2For anyone interested we used A/B tests, powered by the seven_minute_abs Rails plug-in, to measure the results.
I'd be interested to hear about other people's experiments both with A/B tests and customer segmentation.
Re: Listing "customer personas" instead of features improved our CTR by 200%
#3Nicely done.
You will also get a much better indication on the type of audience your site is attracting, enabling you to tailor content and better position your offering.
Re: Listing "customer personas" instead of features improved our CTR by 200%
#4Love the system
Re: Listing "customer personas" instead of features improved our CTR by 200%
#5Nicely done. You will also get a much better indication on the type of audience your site is attracting, enabling you to tailor content and better position your offering.
Exactly! We're monitoring which customer persona gets the most clicks (with good old Google Analytics). Down the line we might even try 8-10 different customer types with A/B testing and see which ones attract the most clicks.
Re: Listing "customer personas" instead of features improved our CTR by 200%
#6I like the idea, but you have to pretty sure you know exactly who your customers are don't you? I would move on if I wasn't on the list. Features are more universal, which I guess is why they are also less effective.
Re: Listing "customer personas" instead of features improved our CTR by 200%
#7I like the idea, but you have to pretty sure you know exactly who your customers are don't you? I would move on if I wasn't on the list. Features are more universal, which I guess is why they are also less effective.
I agree. We're pretty sure who are customers are, but there is a chance the unknowns could slip through. We might do another A/B test simply adding "brands" as one option since that's a customer persona, but very generic.
I like how Foursquare appeal to their customer personas, "merchants", "brands", "developers", without making it too obvious but still very findable.
Re: Listing "customer personas" instead of features improved our CTR by 200%
#8I was almost amazed at the correct math. A "200% improvement" is definitely "three times what it was previously." But I'm not entirely convinced +200% is a "threefold increase" (I'm a math guy, not a 'human language is fuzzy and ambiguous' guy.)
Re: Listing "customer personas" instead of features improved our CTR by 200%
#9Nicely done. You will also get a much better indication on the type of audience your site is attracting, enabling you to tailor content and better position your offering.
Exactly! We're monitoring which customer persona gets the most clicks (with good old Google Analytics). Down the line we might even try 8-10 different customer types with A/B testing and see which ones attract the most clicks.
Yeah, and if there is one particular segment that you want to click, but aren't clicking; you can experiment with the phrasing, accentuate the button, or write content aimed at that particular audience.
Re: Listing "customer personas" instead of features improved our CTR by 200%
#10I see this sort of thing a lot on sites for products trying to sell to large businesses, sometimes to the point that it's hard to find an actual product description or list of features. I have, several times wanted to yell "but what does your product actually do?" at the person responsible.
I am obviously not the target market here, but why do you think this works?