When building any conversion-focused landing page, there’s a pivotal component that most people completely ignore.
Buyer personas – the heart of any smart marketing strategy.
But how exactly should you incorporate buyer personas into your landing page design process?
To help you out, we’ve put together an infographic that explains everything you need to know to get started.
How to weave buyer personas into your landing pages
Note: This infographic is based on an article I published at BloggingWizard. Head over to the original article if you’d like to read it in full.
Tailor each landing page to a specific persona
One of the great things about targeted landing pages is that they’re not necessarily going to be part of your main website.
This means you can create hyper-targeted landing pages for each persona. The end result? Higher conversions and better UX.
Typically, your main website will have to satisfy the needs of a combination of personas, rather than catering for a single persona (although, there are exceptions.)
Together with highly targeted advertising such as Facebook Ads, you can ensure that each landing page is reaching the right demographic.
The benefits go even deeper because your buyer personas can make specific design choices a lot easier to make.
For example – font sizes and button sizes. If your page is aimed at reaching those who are aged 60-70, you’ll know to increase font sizes, etc.
Consider personas for any landing page use case
There are plenty of use cases for landing pages and personas are worth considering for each of them.
This includes landing pages for:
- Lead magnets
- White papers
- Free trials
- Digital products
Even if you’re only targeting a single persona – dive deep and figure out what makes your audience tick.
Avoid guessing because hard data can reveal plenty of insights that you may otherwise miss.
And, don’t just rely on quantitative demographic information, gather as much qualitative research as you can.
A good place to start is by surveying your existing email subscribers or customers.
Wrapping it up
You could take a bunch of courses, and read dozens of articles about CRO and landing page design – without seeing a mention of buyer personas.
But, the truth is that they hold the key to creating landing pages that are better for your business, and for your visitors.
As a result, you’ll see dramatically improved conversions and your visitors will get the information they need in the way they need it to be delivered.
Buyer personas should be the first thing you consider in any part of your marketing process.
Adam Connell is a growth marketer with a background in SEO and email marketing. Previously, Adam was the operations manager at a UK-based marketing agency. Now he shares proven blogging advice for smart entrepreneurs at BloggingWizard.com.