Using Customer Personas with Google Analytics to Get Ahead
A buyer persona (aka. user persona, customer persona) is an avatar that represents the aggregate of your target customers. The persona answers the questions: Who is my ideal customer? What do they want, in life, at work, at home? What do they need? What are they trying to accomplish? What goals drive their behavior? What are they looking for that I can provide?
First things first: What are personas, and why do you need to create them? A “persona” is an idealized customer group with specific common characteristics. The use of personas in marketing and selling is very common, since identifying personas enables you to create messaging and content that perfectly fits specific groups of customers. Using personas, you can identify different types of customers, and devise the best way to approach them and the best content to show to each group.
We will now, as a practical exercise, present the step-by-step process of creating ecommerce customer personas by using Google Analytics and Google Tag Manager as the main tools. Why those tools? Because they are an industry standard, used by over 70% of marketers to gather quantitative data. They’re also free, and for an SMB ecommerce website, they’re a great starting base to get the personas you need. More advanced tools can come later.