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The effectiveness of using persona's to improve your customers online experience.
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About LabAbout Reed LearningBusiness ObjectivesPersonasPersonalisationOutcomes
Ad::tech21/10/214
Reed Learning is part of the REED family of
companies.
Founded in 1960, REED now operates in Europe, the
Middle East and Asia Pacific.
REED has more than 3,000 permanent employees
working across 420 business units in over 150
locations worldwide.
• Reed customers
• Multiple products
• Changing marketplace
Brief
Challenger response
• Change the KPI’s
• Quality of leads
• Engagement scoring
Redesign
From: To:
Fictional characters encapsulating typical behavior
• Understanding your brand• Consistent customer journey
• UX
User Personas
You Your Team Your Company
Transactional Tracey Information Ingrid Outsource Olly
Reed’s Personas
Persona 1: Transaction Tracey
Persona 1: Transaction Tracey
Arrive at Course Category page Go to a course page
Go back to Category page
Select another course
Select a date & Click ‘Book Now’
Arrive at Basket page
Arrive checkout page Complete ‘Checkout’
Persona 2:
Information Ingrid Arrive at Home page Go to Learning Solution landing page
Go to Course Category page Go to Course page
Request a Quote / Call back
Persona 3: Outsource Olly
Arrive at Home
View Case studies
Call
Personalised Homepages
Transaction Tracey
Information Ingrid
Outsourced Olly
Engagement Points
85% of respondents said it is fundamental to their future
business success to provide experiences that are
responsive to customers based on real-time behaviours.
Furthermore, those that are currently implementing real-
time marketing reported a 26% uplift in their conversion
rate on average.
Source: E-Consultancy Personalisation report 2013
A Better Experience TM