Earlier this year, we worked on developing user personas for our end users.
Although we have a massive userbase coming from our Reseller channel, we actually used our direct channel to source survey responses and gather insights.
This was the necessary first step in order to improve the product, user journey and determine the evolution of features.
The majority of our end-users (regardless of channel), are all SMBs with limited technical knowledge.
So how can this exercise translate into everyday scenarios for us?
An example is the way we help users optimize their site for certain keywords.
Are users capable of selecting the most appropriate keywords themselves based on our guidance? Or would it be better to provide the keyword to them? At what point in their website journey is it best to start working with keywords?
This kind of feature is created and refined with the help of user personas
Gathering information
To get a full picture of our end-users, we gathered user data in the following ways:
- User Survey: gave us qualitative data coming directly from our users, answering questions regarding their motivations, preferences, needs, and pain points.
- User Behaviour: session recordings and analysis uncovered the most and least used features within the SEO tool.
- NPS: in identifying promoters, passives and detractors, we got insights into the different attitudes and behaviors of users within our audience and analyzed feedback specific to pain points and needs.
- Website Data: we were able to get data regarding the attributes of our users’ websites, in order to build the average website profile.
The Personas
Based on all this information, we developed 2 personas: Molly and Will.
Let’s get a sneak peek of who they are!
Molly
🙋🏽♀️I’m Molly, a 35-year-old artist based in New York, who runs an online business selling my artwork.
Two years ago, I created my website with the aim of selling my creations online. Since then, I’ve been working diligently to optimize my site in order to reach a larger audience and boost my sales. Recently, I’ve started focusing on expanding my business internationally.
My website is built on WordPress, and I manage all aspects of it independently.
I review my marketgoo reports once a month, typically at home, on the first day of the month when I receive the report. This review process generally takes about 30 minutes.
🙋Will
I’m Will, a 57-year-old physiotherapist based in San Francisco. I own a small clinic where I work from Monday to Friday.
A couple of months ago, I decided to create a webpage for my business. My goal is to promote myself and my services. I aim to attract more clients so I can hire a new physiotherapist and free up time for other business matters. Currently, I’m focused on having a presence in my country. Someday, I may want to target other countries and expand my business, who knows!
I created a website with WordPress and manage everything myself.
I check marketgoo a couple of days per month, usually spending about 10 minutes to review the basics. I know it’s not much, but I have to do it at home in my free time, and it’s challenging with my other responsibilities.
Both Molly and Will have a particular tech stack, motivations, level of knowledge, frustrations and goals, which we’ll discover in the next post!
