buyer personas

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From Viral to Buyral: Designing Buyer Journeys [CASE STUDY]

Online retailer iNature Skincare® sponsored a video that turned into a phenomenon. Released on October 29, 2014, the Comfortable: 50 People 1 Question video had garnered over 4 million views within two weeks. iNature Skincare had sponsored a viral hit. Unfortunately, sales did not rise as much as one would think. Why not? It is…

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The Importance of Good Distribution Within E-commerce

This is a guest post written by Melissa Sawyer The internet has revolutionized many aspects of modern life, from the way we work, to the way we shop. E-commerce is an industry built entirely around the internet. Purchases in e-commerce occur solely within an online environment eliminating the elements of physical interaction that using a…

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Lessons from Groupon: How to Succeed with Email

Whatever you think of deals site leader Groupon, you can’t argue with their amazing success. Since 2007, Groupon has built an email list of 50 million subscribers and have kept them enraptured even though they send an email almost every single day. Is it the deals? I would argue that it is not. Groupon: Is…

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Converting the Toughest Visitor of All: Googlebot

Every site has one visitor in common: Googlebot. Googlebot is an unusual visitor that few of us understand. So how do we get copywriters, designers, developers and marketers to configure their site for this powerful king-maker visitor? The same way we do this for our human visitors: We personify them.

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Personas Can Mean Bigger Online Projects

The power of fake people            Please Vote   Imagine your most important customer, let’s call her Melissa, walking into your meeting room and laying the law down to your manager, telling them exactly what she wants from your Web site.   Now imagine that she’s not just your most important customer, but…

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Relate to Four, Connect with Thousands

You will understand your readers when you understand the four “Modes of Persuasion.” Every visitor fits into one of four modes, and, as will see, each mode describes a different way of connecting. If you can master each of these modes, you can effectively draw anyone closer with your words.

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“Evil” Best Buy Develops Personas

Oh no! The secret’s out. Best Buy actually took the time to profile their customers with the intention — GASP — of selling more to them. The Consumerist finds this somehow disingenuous, that one of the biggest consumer electronics retailers on the planet is not interested in selling to customers that aren’t profitable. Maybe it’s…

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