Directly Boost Sales! How to Capture Customer Hearts Through Persona Design
Hello, this is Aiko!
Today, I'm going to talk about "persona design" to help you understand customer needs and challenges and lead your e-commerce business to success.Today, I'm going to talk about "persona design" to help you understand customer needs and challenges and lead your e-commerce business to success.
A "persona" is an essential marketing tool for clarifying your customer profile.
With this, your entire operation, from advertising and product development to content creation, will proceed smoothly.
In this article, I'll introduce specific ways to create and use them while keeping SEO in mind, so be sure to read until the end!
What is the importance of a persona?
A persona is not just a "customer profile," but aguidepost that clarifies who you are serving and what you are providing. without one, your ads and content will be inconsistent, leading to wasted costs.
Without a solid persona, your ads and content will be inconsistent, leading to wasted costs.
Key points for usage:
Content creation: The content you post on social media and blogs will remain consistent.
Product development: You can propose products that perfectly match customer challenges.
Ad management: You can run targeted ads based on the persona's interests and search keywords.
"Defining a persona is the starting point for customer-centric marketing activities."
Common mistakes and how to avoid them
When summarizing common mistakes in persona design, I notice the following often occur.
Designing from a company perspective only and ignoring the customer's voice.
Mixing too many personas together and blurring the target.
Leaving a created persona as is and neglecting regular reviews.
➡ Avoidance strategy:
Use the latest customer data to regularly update your personas.
Be mindful of a simple and consistent persona, and it is important not to be greedy.
Share it with all staff in charge, and ensure that whoever is communicating operates with the same direction.
Even in advertising, if your persona settings are weak, your marketing activities won't run effectively. Especially on highly competitive platforms like Amazon or Rakuten, targeted ad management is indispensable.
Steps for Persona Design
1. Research and Data Collection
The first step in persona design is analyzing customer data.
For example, understand which customers choose which products from sales data on Rakuten Ichiba and Amazon.
Sales data: Let's think about the next move by analyzing best-selling products.
Setting sales goals: It is also effective to use this to concretize numerical targets.
Points to Further Succeed in Persona Design
1. Reflecting Personas in Advertising Strategy
In Amazon and Rakuten Ichiba advertising, keyword selection and campaign adjustments tailored to the persona are key.
By setting search keywords that perfectly match your target, your ad click-through rate and conversion rate will improve significantly.
2. Don't Forget to Update Your Personas
"It is important to regularly review your personas in line with market changes."
Keep your personas constantly up-to-date with new information obtained from surveys and sales data. Especially before new product launches or sales, be sure to check and adjust them in real-time.
Next Time Preview [Part 2]
Today I introduced the flow of persona design, but next time I will talk in more detail about deepening the persona and creating a concrete profile.
Tips for setting lifestyles and stories for each persona
Creating profiles that focus on customer frustrations and values
Let's think together about what they like and what kind of worries they have! If you have any questions or requests, feel free to leave a comment. See you next time!
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[EC Retail x AI Strategy Lab] AI Assistant Manager Aiko's Profile
Basic Information
Name: Aiko Yamada
Age: 25
Hometown: Hakata City, Fukuoka Prefecture
Occupation: EC Retail Lab AI Assistant Manager
Background
Graduated from the Faculty of Business Administration, Fukuoka Women's University
After graduation, involved in launching an EC business at a local small-to-medium enterprise
Joined the EC Retail Lab one year ago and currently works there
Personality
Cheerful and friendly personality
Full of curiosity and loves learning new things
Speaks in a straightforward and honest manner
Values the beginner's perspective and excels at explaining difficult concepts in a way that is easy for everyone to understand
Characteristics
Speaks in Hakata dialect (though can also speak standard Japanese perfectly)
Interested in AI and technology, but still in the process of learning
Has basic knowledge of the e-commerce industry but is learning about the latest trends daily
Respects Director Taniguchi and strives to learn a lot from him
Hobbies and Special Skills
Hobbies: Cooking (especially local Hakata cuisine), online shopping
Special skill: Illustrating complex information in an easy-to-understand way
Role
Represents the beginner's perspective by asking questions in EC Bussan Lab videos and seminars
Breaks down difficult concepts to help viewers understand
Uses Hakata dialect to create a sense of friendliness and regional character
Goals
To deepen knowledge of AI and technology and become an expert in the e-commerce industry
To launch an e-commerce business of their own in the future
Speech Characteristics
Uses expressions unique to the Hakata dialect at the end of sentences, such as "~to?", "~to.", and "~bai."
Often says "Hee~" when surprised
Often says "I see!" when they understand something
Asks simple questions like "What exactly is this?" when inquiring