Optimizing Your E-commerce Strategy by Materializing Your Product's Fan Base

Tools to Use

• Persona Creation Assistant

E-commerce Strategy Based on the Buyer's "Face"

On an e-commerce site, it is crucial to clearly define "who the product is for" and then create a unified composition across all promotional content, including visuals, descriptions, reviews, and social media posts. If the target is vague, the product's appeal can be hard to convey, sometimes failing to lead to a purchase.

This article introduces how to utilize the "Persona Creation Assistant" to visualize the actual fan base supporting your product as a concrete person (a persona).

By optimizing reviews, social media, promotional copy, and catchphrases based on this persona, you can enhance the consistency and persuasiveness of your information. This allows you to achieve a promotional design that is more likely to inspire purchasing intent.

Specific Procedures

1.Register the Mission

First, register the mission that corresponds to the current project.

2.Input Information into the Tool to Generate Personas

Input the necessary information into the "Persona Creation Assistant" to generate a list of personas. If you already have a target list other than the one registered in the mission, include it in the "Target List" field.

3.Narrow Down to One Persona for Promotional Targeting

From the output persona list, select the person who represents "the fan base most enthusiastically supporting the product"—the figure who should serve as the core of your promotion.

You can automatically identify the most suitable persona by giving the AI instructions like:

"Among these, who is the person with the strongest empathy or support for the product? Please also state the reason."

"Please select one 'fan' who should be the target for the e-commerce site. I want to build the message around this person."

"Please pick one persona who seems enthusiastic enough to introduce the product to others after purchasing it."

Once the persona is decided, inform the AI of your decision.

"The persona is decided as Emi Fujii."

4.Have the AI Organize Keywords and Appeals that Resonate with the Persona

Clarify the core words and perspectives for your e-commerce site's promotional copy and catchphrases.

Have the AI organize "what kind of expression will resonate" and "what to convey to drive action" for the selected persona.

"List 5 keywords or expressions that this persona would find appealing."

"Suggest points that this person might be anxious about and follow-up expressions to address them."

"Give some examples of introductory copy that would make this persona feel 'This is about me.'"

5.Create Optimal Text for the Selected Persona

Next, design the actual product descriptions and catchphrases to be used on the e-commerce site.

Since the AI has already grasped the persona through the preceding steps, it can generate content tailored to that individual without additional explanation. By simply stating the purpose of the text (e.g., product description, catchphrase, social media post), the AI automatically suggests expressions that will resonate with the persona.

Create a product description for the e-commerce site

"Suggest a product description that prioritizes practicality and ease of use."

Create product catchphrases

"Suggest 5 catchphrases that will make the persona instantly want to buy the product."

Create a social media post (with a link to the e-commerce product page)

"Create a social media post that transitions to the e-commerce product introduction page. Use expressions that will resonate with the target persona."

Anticipated Results and Goals (Example)

By visualizing the actual fan base supporting the product as a persona and designing promotional copy, visuals, and social media posts to match that individual, you can achieve messaging that makes users feel "this product is for me."

As a result, the entire e-commerce site gains consistency and persuasiveness, creating a structure that heightens empathy for the product and intent to purchase.

Target Metrics for the First 6 Months

KGI:

• Purchase Rate (CVR) for the relevant product: Monthly average of 3.0% or higher

KPIs:

• Average time on page for the e-commerce product page: 30 seconds or more
• Monthly traffic from social media posts to the e-commerce site: 5,000 clicks or more
• Number of improvements implemented for persona-based product descriptions and catchphrases: 3 initial improvements, 10 within 6 months