This article is part of a personalization series. Be sure to go back and read Classify your personas and segments if you haven't already.
There’s a reason that we develop personas in the first place. Each different type of visitor on your website has a different background and different intentions on your website. Some may be browsing, others ready to buy. Some may have come from an ad they were interested in, while others may have been referred by a friend. Each of these types of visitors should be treated differently to appeal to them better and help them achieve their individual goals on your website.
Take a look at your website - what message are you giving visitors? What images are you showing them? What features/benefits/products are highlighted?
Customize the message
Let’s start with the basic text on your website. Think about how you can alter your headers to more accurately appeal to different personas. Let’s work through an example (using segments and personas defined previously):
We have our baby clothing site with a generic headline:
Dress your child from head to toe
By itself, this is fine. It’s clear that the site is selling children’s clothing, but that’s a wide net to cast to visitors. Let’s create some headlines that speak to segments more accurately:
- Female: Mom’s trust us to dress their children
- Male: Dad’s trust us to dress their kids
- Has a child: (Leave the same) Dress your child from head to toe
- Has a toddler: Dress your toddler from head to toe
Let’s get even more specific:
- Female & has a toddler: Mom’s trust us to dress their toddlers from head to toe
- Male & has a toddler: Dads, let us dress your toddler
I’m going to stop here because, as you can probably start to see, we can come up with a ton of very specific messages by overlapping segments (which we determined is okay). The more segments overlap, the more targeted our message becomes to a visitor. If we overlap the right combination of segments, we end up with the personas we started with!
Customize the experience
"Experience" may mean something different to each website, such as navigation, site layout, etc. For now, let’s stick with a simple one: images.
Why is imagery important to begin with? Well, for starters it gives your visitors something to relate to. There’s a reason why retirement commercials don’t feature 20-somethings..they wouldn’t be relatable by their intended audience if they did. Images on your website work the same way. Show a visitor an image they can connect to and they’ll be more engaged and open to what you have to say.
Let’s just jump in and come up with some image examples based on our same segments and overlaps:
- Female: Photo of multiple baby girls
- Male: Photo of multiple baby boys
- Has a child: Photo of a baby holding an adult hand (adult not visible)
- Has a toddler: Photo of a toddler holding an adult hand (adult not visible)
- Female & has a toddler: Photo of a mom playing with her toddler daughter
- Male & has a toddler: Photo of a dad playing with his toddler son
With just this simple changes based on a visitor’s segment, our website is instantly more relatable to a variety of audiences.