• Emily Malone

How to create your UX persona mappings

Updated: Jul 6, 2020

Before you spend loads of cash on building a website, first you need to have a think about UX persona mapping.  The more in-depth you go when mapping for your personas, the easier it’ll be to communicate with your customers throughout their entire journey and ultimately turn more qualified site visitors into leads and customers.

Step 1: Buyer Personas

Buyer personas are fictional, generalised characters that are made up of the various needs, goals, and behaviour patterns among both your current and wanted customers. They can help you to further understand what your customers want so you can create an experience they’ll love at each step of the buyer’s journey.

  1. Demographics – Go deeper than their job profile and income; ask questions about their hobbies and priorities in their personal lives.

  2. Role in the organization – Their role will often determine how they will be using your product or service on a daily basis and also their role in the decision making process.

  3. Goals – What are they trying to achieve? How can you help them reach their goals, both personally and professionally?

  4. Challenges and pain points – What are the primary and secondary challenges to this individual meeting their goals? This section should include any emotions they experience.

  5. Objections – What is keeping them from buying what you offer? You should understand the different types of objections from each persona.

  6. Watering holes – You need a good understanding of where your personas are hanging out online and in real life. Do they attend several industry events? Do they engage on LinkedIn Groups?

  7. Quotes and testimonials – A real example, in the customer’s words, about your product or service will help you get some insight into what they truly think of your product.

Step 2: Buyer’s journey

In HubSpot’s CRM, creating personas in Contacts allows you to segment your contacts and assign them to workflows. Then, four smart lists will automatically be generated for that specific persona. These lists are for all contacts, marketing qualified leads (MQLs), leads, and customers in that persona. This means you can tailor-make your content to people who are at different stages in the buyer’s journey.

HubSpot uses an example of how this would work for a soon-to-be bride and the journey she is going through making a venue decision for her wedding:

  1. Awareness Stage: “I am a bride who always dreamed of a hometown wedding.”

  2. Consideration Stage: “I am a bride considering all possible alternatives to a hometown wedding.”

  3. Decision Stage: “I am a bride making a long list of potential destination wedding venues, whittling that long list to a short list and ultimately making a decision.”

Step 3: Align your content with the buyer’s journey

  1. Target Persona: Who is this content relevant for?

  2. Stage in the Buyer’s Journey: Where will that persona be in their journey?

  3. Title/Author/Publish Date

  4. CTA: The copy for that piece of content’s CTA and even a CTA for what content offer will come next.

  5. Target keyword for your content (not always relevant, but it’s good practice to include).

  6. Action Item: Does your content need to be revised? Is it evergreen? Maybe a quick edit and republish are all you need.

Step 4: Create that content

The goal is then to create content that answers your prospect’s questions, relieves their biggest pain points, and takes them one step closer to their own goals. You’re creating content to help your customer come to a decision, remember.

Types of content you can create:

  1. E-books

  2. Case studies

  3. Videos

  4. Webinars

  5. White papers

  6. PowerPoint decks (internal and external)

  7. Outdated content

  8. Blog posts

  9. Editorials (including published elsewhere by your team)

Step 5: UX persona mapping for your site

Finally, you’ve sorted out who you’re targeting and what content they’d like to get from you at each stage of the buyer’s journey. So now, how do you implement what you’ve gathered on your website?

You could create persona pages which are designed specifically for who you’re wanting to target. For example, you can create content that speaks directly to a persona’s goals, which will lead to a higher CTR and visitor-to-lead conversion rate than if the page was generically built for all personas equally. Here’s some of the things you csan include on your persona pages:

  1. Persona-specific value proposition

  2. Copy related to their pain points, and how your product/service specifically can help them

  3. Information on products and services that the persona would be most interested in

  4. CTA for relevant content

  5. Recent blog posts relevant to the persona’s interests

  6. Testimonials from customers that match the same persona

  7. Case studies relevant to the persona.

You should also think about the stage your visitors are at in the buyer’s journey. New visitors are likely still in the awareness stage, so probably shouldn’t be shown content that is too sales-focused. If the visitor is already a Sales-Qualified Lead (SQL), you can set up smart content to display more product information, pricing, and other decision-level content such as “request a demo”.

Your visitor’s previous action taken can also be personalised. For example, if they download an awareness-stage e-book, the next time they visit the website, they’ll see the consideration-stage offer associated with that particular campaign.

You can also start progressive profiling by using smart forms, which helps get rid of the need for visitors to fill out unnecessary fields that your CRM already knows. For example, if you already have their phone number or company name, you don’t need to ask them for it again. This is so users won’t get annoyed by filling in the same information over and over again. And as a bonus, you get to know them better and send them more tailored content.

The more tailored your site is for each visitor, the more it will show you care about what they want to accomplish, and the more useful your content will be to them.