Audience research and personas
Audience research shows who uses your website and what questions they bring. The findings are captured in evidence-based personas.
Internal structures as a barrier
Many websites and portals are organised by department, product name and internal terms. This leads to long paths, high bounce rates and needless support requests.
Data sources
analytics and on-site search queries
enquiries, support tickets and sales notes
interviews with customers, sales and service staff
search volume and questions in search engines
Approach
Existing data is evaluated first, with interviews added where needed. From this, we condense a few evidence-based personas with tasks, questions, decision criteria and preferred channels.
Decision-makers and users
In B2B, the decision-maker rarely uses the system daily. Management and procurement ask about risk and cost, specialist users about ease of use and time saved.
How personas are used
Personas guide page structure, content, tone and feature priorities. They also cover accessibility, because not every user has full sight or uses a mouse.
After launch, the personas are checked against real usage data and adjusted where needed.