Five Reasons Customers Convert

People like to think they are in control of their actions. However, decision making is influenced by two parts – external and internal motivators. External motivators are demographics. They’re life experiences and attributes causing groups of people to share interests and spending patterns. They’re why millennials plan trips around adventure while GenXer’s and Baby boomers plan around relaxation. Internal motivators are the emotional aspects of consumers. While they exist regardless of demographics, they are equally important in determining if someone converts.

Getting the right people – the target demographic – to the right product gets all the focus, but it’s only half the battle.

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A Static User Persona is a Bad User Persona

Teams who grow attached to this over personified version of a faux user often suffer short sightedness into their real user’s actual needs. Personas create a false sense of security, are easy to project one’s own assumptions and opinions onto, and make it hard to accept when the persona fails (and yes, it will fail).

Persona’s should focus less on the “who” (who is this person, where are they from, what do they do for fun, etc) and more on the “why.”

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Molly GertenbachCRO, User Persona