Let’s give another example of a persona for a new eCommerce store selling female clothing. Since we’re just starting out, we don’t have any previous customers we can base this upon, so we have to come up with our personas.
When thinking about a persona, there are a few fields that we need to define, and the more of these fields we have, the easier it will be for us to test. The ones that I recommend are:
· Name (a random name generated to make the person seem real)
· Age (an age range of +/- 5 years is fine too)
· Location (if you are active in multiple places, could be a country, city or neighborhood)
· Occupation (not always necessary, but can give more context into who you’re targeting)
· Likes and dislikes (these can be directly related to the product, or can be more generic. We’ll talk about how to tie these into your messaging)
· How they would use your product/ service (this is the typical use case, that is related to their likes / dislikes, which is either what the gain is that they want to get or what pain are they avoiding).
The following is an example of what a customer persona would look like:
Occupation: Event Manager
Likes: Event Management, Concerts, Fashion Shows, Art
Dislikes: Common Fashion, Bad Quality, Expensive Retail
How would he/she use your product / service? She would use the product to wear for her casual outings or for normal workdays.
Ok so you may have noticed a few things about our customer persona:
We went very specific. We gave her a name (Sarah), an age, location and occupation. You may think this is going too far, but this actually helps us because it allows us to personalize our messaging in a way that is not possible when we think in generalities (otherwise we would be marketing to an abstract concept and not a real person in our mind).
Our likes and dislikes are not necessarily tied to the product directly. This was done on purpose to show you two different approaches to think about likes and dislikes. You could go the route of tying it directly to the product, like we did for the likes, or you could make them be based on the behavior of your target customer (which may not be tied directly to your product). Either approach you take helps you personify your customers and allows you to target them in a much more effective way.
Now that we have a general idea of our customer persona, we can go about testing to see if this is an actual profile of our customer.