Buyer Personas are an essential part of both digital and conventional forms of marketing. As a marketer, creating a buyer persona is the first major task that needs to be on your to-do list when you are entrusted with marketing products and or services for the brand or company that employs you. If you take the case of any successful organization in any business domain, they would have executed at least one strategy based on buyer personas. If you are still not convinced, then have a look at the following statistics about buyer personas.
- Targeted persona strategy increases sales leads by 124%
- Email campaigns using buyer persona targeting has witnessed twice the open rate and 5 times more click through rate
- 55% growth in organic search traffic
We can publish even more statistics but assume that you are already convinced with these. The bottom line is that buyer personas enable you to think from a customer’s mind and identify what is the best way to connect with them. No more guesswork and assumptions but a solid set of 3 or 4 buyer personas that will define more than 90% of your consumer base. So far we have been speaking about getting more leads or closing more sales with perfect buyer personas. The question now is how do you select the perfect buyer persona for your business? The answer lies in another marketing arsenal – A/B Testing.
If you thought A/B testing was just used for deciding on the perfect landing pages or email campaigns for promotions, then you are mistaken. A/B testing allows you to take data supported decisions on how incremental changes can improve performance of an entire system be it landing pages or email campaigns or in this case even the selection of your buyer personas.
With A/B testing you can steadily improve the quality of your buyer personas. In simpler terms it will help you to fill areas of your buyer persona where you experienced uncertainty. Let us take an example to point out the real benefit of using A/B testing for your buying persona.
Consider yourself to be in charge of marketing for a new digital product launch for a commercial bank. The product is a new insurance package for which the bank wishes to see a good number of subscribers in a short month. You start with building the ideal buyer persona for the product. Assuming that all studies point out to fear as the number one motivation of your potential customers to buy the product. Fear for their lives or for their loved ones who might be affected due to lack of insurance facilities, etc. Your buyer persona is created with fear as the central theme and you decide upon a marketing campaign centred on this single reason. If it clicks then you will receive a tremendous amount of positive response and lead generation becomes a piece of cake. However if your perception of customer’s priority is wrong, then your efforts have a big chance of ending up in vain.
Here is where A/B testing comes into picture. Take the above scenario or persona as A and consider another scenario where buyers are willing to spend on insurance products for another cause say for tax savings as B. Now you have 2 valid cases to test. A proper A/B testing can give you tons of info to arrive at a decision. The information includes but not limited to
- A or B, Which is their main motive?
- Positive language or negative language! Which clicks best with your customers?
- Does promo schemes such as discounts or coupons or limited deals draw their attention?
- Do they react more to the benefits of A or to the benefits of B?
The list will go on but the ultimate result is that you will get quantifiable information on whether Plan A or Plan B is the perfect marketing campaign for the product. The one that witnesses more sign-ups or subscriptions will answer each of the above questionnaire and you can quickly summarize your results to arrive at an informed decision.
So there you have it folks, the perfect way to build your buyer persona. A/B testing can surely create drastic changes in your efforts and prevent marketing budgets from skyrocketing as it helps to avoid wrong decisions at the right time.
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