Searcher Personas: Advanced Landing Page Techniques

Searcher Personas: Advanced Landing Page Techniques

There are a million rules for search landing page design. You have to optimize the content and decide whether more stuff is better or worse for conversion. But it’s all moot unless your focus is on getting into the head of your customers. Searcher personas are the tool that delivers clarity as you develop ads and landing pages. Personas are different from demographics. Demographics tell you valuable things about ages and income brackets that you may or may not be able to influence on your campaigns. But personas tell you about motivations and behaviors that anyone of any income, ethnicity or age might have. Personas are based on how customers make decisions and what inspires them or drives them away. Of course your products are aimed at a certain demographic. Most of the people who buy insurance, for example, are one kind of customer while those who buy apps to find the mo...

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