Personas

  Written by The Jahia Team
 
Marketers
   Estimated reading time:

Personas are fictional characters that represent archetypal segments of your population. Personas are declared and stored in Marketing Factory, used by content authors and marketers to simulate visitor navigation and behavior and to control how the personalized experiences perform on the site for various persona properties.

1 To access the personas management page

  1. Click on Audience in the left menu.
  2. Click on Personas.

2 Personas definition

Personas are fictional visitors with pre-defined properties that marketers create to personify their main targets or significant parts of their audience. In Marketing Factory they are used to simulate how a personalized web site changes dynamically depending on who is visiting it.

3 Default screen

The personas default screen shows the list of existing personas. Three personas are pre-built in Marketing Factory.

4 Create a new persona

To create a persona, follow this procedure:

  1. Expand the profiling entry in the left menu
  2. Click on the Personas menu
  3. In the main page, click on the upper right menu
  4. Choose Create new persona
  5. An empty profile appears
  6. Fill the properties you want to set for this particular persona

For the purpose of this demonstration, let’s create two personas:

  • Virginia, a 22 year-old women, Canadian, single, student, who currently lives in Paris.
  • Stephen, a 35 year-old man who lives in Denver, married with three kids, and works as a programmer.

Stephen’s profile:

5 How to use personas to control your site personalization?

You can use personas in the Preview Mode of your site. When switching in this mode, you will see in the top right corner a floating icon.

Click on this icon to display the persona panel.

The persona pane allows you to load one of the pre-defined personas. As soon as the persona is loaded, the pages of your site will react dynamically as if this persona was the current visitor.

Use the drop-down list to switch from one persona to another.

If a personalized experience has been defined on the page, and if the persona matches the conditions of the experience(s), then the personalized content item will be displayed.

6 How to use persona panel to test more advanced personalization?

As it is not reasonable to create dozens of personas to cover all the possible personalization use cases, Marketing Factory allows you to change most of the properties of your personas on the fly in order to simulate other visitor characteristics.

Note that when you change some properties of a persona in the persona panel, those changes are applied on the fly and are not saved. The persona is also not changed. If you want to change the persona definition, you have to go into the Marketing Factory admin panels.

6.1 Modify, remove or add properties on the fly

To modify a pre-defined property of any one persona, just click on the value to edit it, change the value and leave the field to validate. Changes are applied on the fly and the pages you see in preview will change according to those changes.

To remove a property, click on the X icon.

To add a new property, click on the + icon at the bottom of the Properties Box, then choose which property to add from the drop-down list. Note that, to avoid defining the same property twice with different values, only properties that are not already used in the current simulation are displayed in this list.

6.2 Segments simulation

To allow all types of simulation, you can also mimic the fact that your persona belongs to one or more given segments.

Click on the + icon in the segments box.

Choose one or several segments (use Ctrl key to select multiple lines) and validate.

6.3 Interests simulation

You can do the same with interests to simulate the fact that your persona has interests in one or more areas.

Click on the + icon:

Fill an interest name and a value, then save.

You can add as many interests as you want.

6.4 Session (context) simulation

You can simulate the session properties of the visit, all the contextual information that can change from one visit to another. These session properties like browser, operating system, requesting IP, etc, are quite useful to personalize the user experience.

6.5 Geolocation simulation

You can also use a map to simulate where the user is visiting from on their device. You can choose a country from the drop-down list to quickly position the map on it, or select the country by moving the pin manually.

6.6 Reset

As soon as you have started to change the definition of the persona, a reset button has appeared near the persona selector. At any time, you can come back to the persona as it has been defined (and is stored) in the Marketing Factory admin panels by clicking on this button:

Remember that all modifications done to a persona in preview mode are only done on the fly and do not affect the persona as it is stored in Marketing Factory repository.