Multiple Personality ReorderDesigning B2B Webpage for Persona Pairs
@kayak360 #personasflow
Who are you designing your website for?
Make decisions but don’t do research
Decision Makers InfluencersDo the research but can’t make decisions
Make decisions but don’t do research
Decision Makers ResearchersDo the research but can’t make decisions
Both will visit your websiteBoth are looking for answers
Two Visitor Types = One Persona Pair
Decision Maker – InfluencerTransactional – Consultative
Skimmer – Diver
Top of Page – All of Page
Visits minimal pages – Visits multiple pages multiple times
Often C-suite or V-suite
No time for research
Looking for big picture benefits
Wants to know you are credible and reliable
Decision Maker
Often Manager or Operations level
Needs to research multiple solutions to a problem
Looking for details about how solution would work to solve their problem
Wants to know you are credible and reliable
Makes recommendation to Decision Maker - needs to be confident your solution will make them look good
Influencer
Distinctly different intentions
Persona Flow(aka Going down the rabbit hole)
What are this persona’s primary concerns?
How will this persona find your website and/or where is their entry point?
What are the key pages that will answer his or her primary concerns?
What action will they take after visiting the key pages?
It isn’t until you understand the flow of actual user experience that you see that the imposed hierarchy of
websites is an illusion.
Forget hierarchy
Home
Service ContactAbout
(Old school sitemap)
Embrace the flow.
Home
ContactAboutService
(Decision Maker)
Embrace the flow.
Content
Content
Content
(Influencer/Researcher)
Persona flow visualizes UX and informs link strategy
Related
Speak to both sides of your pair on every page for success.
Imposed hierarchy of websites is an illusion #personasflow
tweet this
@kayak360
Empowering you and your online marketing to succeed
KAYAK Online Marketing
www.kayakonlinemarketing.com
