How to Design a Persona-Centric Web Design
The purpose of an online store or e-commerce website is primarily to serve the needs of customers and clients. Companies design them to enable customers to have convenient access to the goods and items they need when required. Elements of a business website like fluidity and responsiveness directly impact customer experience and customer retention.
The concept of building a persona-centric website is that business websites and e-commerce sites should be designed from scratch with due consideration for the things that customers need specifically. The website design should be done in a way that reflects the preferences and specific needs of customers.
Several businesses commit the error of not considering what customers need and the go-ahead to design their website without tailoring it towards the preferences of the customers they’re looking to serve. This isn’t an ideal scenario; when setting out to build a new website, before any of the elements of website building has commenced, then the e-commerce Company or business looking to launch has to survey and discover the preferences of customers in their niche and ensure that their needs are incorporated into the upcoming website before launch.
Developing these needs for customers and users of a website is an excellent way to ensure customers enjoy benefits from your website when they visit. Your website’s experience, content, and design are all elements that have to be tailored toward the needs of your target customers.
A persona is assigned to the specific demographics of different groups of users. They’re assigned to help segregate website users into different groups based on website users' and visitors' group characteristics and demographic needs.
Information gotten from research on specific characteristics, interviews, and online surveys helps inform the basis of grouping different customers into personas.
Steps to Making your Website Experience Persona-Centric
Making your business website more fluid and crafting your design based on specific target audience needs is a deliberate effort that requires the consideration of different factors. Here are some factors that need attention before building a persona-centric website.
Know Your Audience
Your audience, users, and customers are the most crucial element of your website and business. There is no business without sales, and you need to know about them to drive your sales in a favorable trajectory. You need to learn about your audience first of all; you need to learn about things like their job title, personality, choices, and the industry they operate in. This helps you tailor your website to their specific needs.
Identify their Needs
Once you’ve learned about your target audience and their needs and personality, next comes identifying and comprehending their specific needs. You need to comprehend the difficulties they face, how they’re trying to solve them, and be informed about what they need to solve and what they’re searching for. All of these are vital information required to build a persona-centric website for your customers.
Research and Identify Specific User Persona
A bit of scouring is required at this point. Research has to be conducted on the audience you’re looking to serve and your competitors as well. This has to be done before designing your website to identify specific personas to be assigned to the different demographics of users that flock to your business website.
Personas are assigned based on the results obtained from interviews conducted on specific customers. Both current customers and potential ones have to be considered simultaneously. These surveys involve inquiring from customers about things like their thoughts on your business and how they think improvement can be made.
Two or three persona classes are the benchmark number that allows the various classes of customers of a business and its website to be represented appropriately. The key to persona-centric website design is ensuring that the different classes are well portrayed by it, as the personas would be subsequently used to measure the reactions of actual customers to the various parts of your business website.
In some cases, using more than two or three persona classes is required and is fine; as long as the total does not exceed six personas, then you’re still on track.
Incorporating Personas into Website Design
Once you have identified the different personas of your customers and decided on the number of personas that you’ll be using on your website, you then have to understand how personas are applied and employed on a website. It’s these personas that you’ve created that must be used when designing your persona-centric website. These personas form the basis of gauging the responsiveness of the different portions of a website. They also have an effect on your website’s analytics and play a part in determining its outcome and efficacy. Here are some specific elements into which personas should be incorporated:
Tag Lines: Taglines and descriptions that are used on a business website have to be very catchy. This is important to ensure that potential customers who visit your website stay on it until they purchase.
Website Features: There are specific features that your customers need and perhaps have become accustomed to having when shopping for goods like the ones you provide. You need to discover these and the specific functionality that is useful for your target audience. A way to learn these features is by peeping through the websites of your competitors.
User Experience: User experience is another element of a website that requires integration with customer personas. It is no secret that fluidity and responsiveness are essential to retaining customers on a business website. The experience of users that visit your website is essential, as they have to leave with a feeling that the time, they spent on your business website was well-spent.
Persona-centric websites are vital to building modern age business and e-commerce websites. They require grouping customers into different demographics and assigning personas to each specific demographic class. These assigned personas are then used to gauge how users feel and respond to the various elements of your company’s website.