November 15, 2021
Share on facebook
Share on twitter
Share on linkedin

file under

blog

The power of personas and journey maps

In this video, Director of Marketing Samara Bolling highlights the importance of data-driven personas and customer journey maps. Whether designing a website or writing new product descriptions, personas and journey maps can help your business meet the unique needs of its target audience.

Full video transcript:

Personas and customer journey maps are extremely important for brands who want to take a data-driven approach to their content. They help you understand what content you should create, how it should presented to your different audiences. And they directionalize everything you do from a digital perspective and also from a business perspective.

Personas are snapshots in time of different segments within your unique target audience. Every persona group has similar behaviors within the group and they’re different across each group.

Customer journey maps show us how they engage with your brand over time. So, what channels are they using, what questions are they asking, what barriers do they face through the awareness phase, through consideration, conversion, all the way through to advocacy.

Ntara conducts both qualitative and quantitative research to create data-driven personas. We encourage our clients to use personas for every strategy they develop, whether it’s for a website or product information management. It’s common for businesses to create strategies that support their own goals. But when you’re focused on the end user, when you’re focused on who’s actually going to use the solutions that you’re creating, then you create an experience that satisfies both the end user goals and the business goals.

With websites in particular, it’s really critical to consider the nuances of each persona. What language do they use? What reading level are they at? What devices are they using? Are they primarily on desktop? Do they use tablet? Do they use mobile? Do you have any audience members who use screen readers or other devices to use your website?

For our own content marketing process, every piece of content we create has an intended persona audience and we review that persona before we even start creating the content just to make sure that we’re answering their specific questions.

With one manufacturing client, through the research that led to their personas, we found out that their most valuable client was willing to spend upwards of $500,000 a year more with these specific improvements to their website. That led to us creating a pilot site where we tested some functionality with a small group of their audience. And then we scaled that to a full B2B ecommerce website and they’re seeing the results of that today.

We also use personas to guide our design process. For example, every wireframe we create, we think about which personas are going to use that page and how they’re going to navigate it.

So, these are just a few examples of how we use personas but the possibilities are really endless. We recommend—no matter what your business, no matter how many customers you have or how many people in your target audience—collect data about them and build out personas and customer journey maps to guide your digital strategy.

For more information about our research practice, visit ntara.com/research.  

Want to stay in the loop on future Ntara content? Subscribe to our blog.

Next up in

Subscribe to our blog

Get our latest insights, ideas, and inspiration in your inbox.

Your privacy is important. Review our privacy policy to learn more.

Subscribe to our blog

Get our latest insights, ideas, and inspiration in your inbox.

Your privacy is important. Review our privacy policy to learn more.
White Hunter fan logo
We helped Hunter Fan break into the industrial fan space for the first time with this brochure-site-turned-lead-generation engine.
0 %
increase in website leads
0
pageviews
0
unique sessions
White Bosma Enterprises logo
We created an online quiz about Indianapolis that educated audiences about Bosma’s services for the blind and visually impaired. This project created huge response for an important social issue—on a shoestring budget.
0
Average minutes on quiz
$ 0
Cost per impression
0 %
Quiz completion rate
White Vidant Health Logo
Vidant Health went through a system-wide redesign. As part of that transformation, we built them a website that served up geo-targeted content around events, programs, and messaging that was specific to each user’s location.
0 %
decrease in bounce rate
0 %
increase in overall sessions
0 %
increase in mobile traffic
White Hunter logo
We took Hunter Fan direct-to-consumer for the first time. We implemented PIM for their 100,000+ SKUs and built a beautiful, functional website to help customers navigate their extensive product offering.
0 X
Increased revenue year-over-year by
0 %
Improved average site load time by
0 %
Decreased bounce rate by
Crossville Studios Logo

Crossville Studios offers different products in different regions throughout the United States. This PIM solution enables custom user experiences on the site, so users see different products based on their zip code or IP address.

0
hour efficiency gain per year
0
systems consolidated
0 X
ROI projected in 1st year
White Vidant Health Logo
We combined Vidant Health’s disparate recruiting sites into one, cohesive experience and the site integrated with HR systems to simplify the application process. And we achieved double the application submissions—while maintaining quality and using less than half their previous annual budget.
0 %
increase in application submissions
0
increase in sessions
0 %
decrease in average page load time
Casablanca Fan white logo
We built an ecommerce website to handle the wide range of products that performs beautifully on desktop, tablet, smartphone, and touch-interface kiosks located in-store.
0 %
Session time increase
0
Engagement average minutes
0 +
retail point-of-sale deployments
White Envision Us logo
We created a streamlined UX while integrating three disparate back-end systems to enhance the online experience for the second largest employer of blind and visually impaired persons in the country.
0 %
increase in organic search traffic
0 %
decrease in bounce rate
0 %
improvement in site navigation
We designed a simpler homepage with benefits-focused content and built multiple microsites to launch their new look and feel.
$ 0 M
in additional sales
0 %
return on investment within 12 months
0 %
Online sales growth
White Mast General Store logo
After fully immersing into their brand culture, we bridged the “click and mortar” gap by creating an online experience that paid significant homage to their rich, in-store experience.
0 %
increase in online sales
0 %
increase in total time onsite (TTo)
0 %
growth in national reach
White teradata logo
We quickly designed, built, and launched a new website with thought leadership around a complex topic: big data. This solution generated the top-performing MQL generating asset in the company’s history.
1 x
organic traffic increase
0 +
keywords on the first page of Google
0
content downloads in the first month
White Royal Brass and Hose Logo
This PIM solution for Royal Brass and Hose enabled users to browse products, create shopping lists, and save bulk orders. It also gave the client visibility into customer behavior, with custom logic for increasing fulfillment efficiency.
0
items on the site
0
products and counting
$ 0 M
in revenue in the first QTR after launch
White The OuterBanks Hospital logo
We quickly designed, built, and launched a new website with thought leadership around a complex topic: big data. This solution generated the top-performing MQL generating asset in the company’s history.
0 %
increase in mobile traffic YOY
0 %
increase in organic traffic YOY
0 %
ROI for Urgent Care ad campaign
White Value Place logo
We helped ValuePlace establish their brand, segment and better understand their target audiences, build a website that anticipated customer needs, and execute persona-specific campaigns to drive conversion.
0 %
increase in online revenue
0 %
increase in organic search traffic
0 %
increase in email-generated revenue
White Vidant Health Logo
We developed web-based cancer screening assessments that provided at-risk patients access to care and improved overall population health. This solution helped users identify their risk and contact a professional for follow-up when needed.
0
new risk assessments in the first year
0 %
increase in traffic
0
new personal stories to influence behavior
White Vidant Health Logo
We used this website redesign to illustrate how donations change lives—giving the rural healthcare foundation recognition as a major contributor to the surrounding, close-knit communities.
0 %
increase in YoY sessions
0 %
increase in YoY donations
0 %
increase in YoY donation dollars
We created an automated, customizable, digital experience that empowered this salesforce to improve engagement with their prospects.
$ 0 M
in new opportunities identified in one quarter
0 %
acceleration of b2b sales cycle
0 %
decrease in time to contract signing
White Federal Mogul logo
With this PIM project, we passed more data through inriver than it had ever seen before, and we created ACES and PIES pre-processors to aid in data onboarding.
0 B
points of data aggregated
0 +
Automotive brands data integrated
0 +
concurrent users
We configured a complex PIM solution per ACES standards for this manufacturer of ATV parts and accessories, setting them up to standardize product data across Walmart, Ebay, Amazon, and more.
0
SKUs
0
system users
0
user roles
White PetSafe logo
This PIM solution for PetSafe streamlined their complex, international product data to save their internal team significant time and simplify the experience for end users.
0
users in the workflow
0
user roles in 14 different areas
0
languages and growing
White Hunter logo

We created a custom, centralized PIM and PLM system for Hunter Fan to handle the consistent and accurate output of product data across multiple outbound channels and hundreds of downstream data partner websites and apps.

0 +
years of part information
0 M
configurable part options
0 +
retailers using syndicated data
White Peter Millar logo
Our initial consulting engagement showed Peter Millar that implementing PIM could save significant time and money. We are currently working with this client to consolidate their disparate systems into one source of truth.
0 +
total SKUs
0 +
data sources aggregated
0
man hours per year of savings
White Royal Brass and Hose Logo

We conducted primary research for this parts manufacturer to identify their most profitable opportunities, implemented PIM for their organization, and moved them to ecommerce sales for the first time.

0 x
increase in online revenue in first 3 months
0 %
increase in users YoY
0 %
decrease in bounce rate