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01 Nov 06
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Start by uncovering critical issues while defining persuasion architecture. First, identify what's critical to motivating your customer. Understand how well you're performing at meeting the customer's needs. Then, leverage the facts and data to drive improvement.
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Not every buyer is ready to buy now. Only the primary persona or, worse, an average visitor is addressed. No surprise, then, most sites convert badly. When a mass audience with diverse needs can self-select based on click-through, you can't focus on the needs of only one.
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A primary challenge of traditional user-centered design (UCD) is that after creating diverse and distinct personas, most design efforts focus on the primary persona. That's like building a supermarket for people who are 5ft. 5in. tall, because that's the average height of American females.
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Your site has many types of visitors. Very few commercial Web sites cater to only one type of visitor with one set of demographic, psychographic, and topographic characteristics.
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During persuasion-architecture wireframing (not what most people mistakenly think of online wireframing), we define the structure of the interaction and how each page is connected to others. This allows multiple personas to access the same pages but identifies how to address each persona's needs on the page. The goal is to design an experiential model or persuasion scenario that can be viewed by clicking through hypertext (an interactive flowchart on steroids). The wireframe defines the hyperlinked organization of content. It isn't content yet, but rather the definition of the content's objectives.
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We use personas to define how people will arrive at the site and what questions they have and to connect them to the content that helps them buy the way they want to.
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The principle value of personas developed for the sales process is understanding how they approach the initiation of relationships, how they gather information, how they approach the decision-making process, what language they use, and how they prefer to obtain agreement and closure.
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keywords and trigger words for each of these personas also vary by where they are in the purchase consideration process
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the Web is about links, connections, and the interactivity of information
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Personas created for a persuasive experience must initially be defined by completely understanding their needs. Their needs lead into creating character biographies that represent and convey their worldview, attitude, personality, and behavior.
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