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Personas

Use personas to segment shoppers by behavior and tailor assistants, content and offers. Start with traits (behavior rules), group them into personas, target experiences, then measure impact.

Personas

Prerequisites​

  • A domain added to Zoovu Home > Domains. Learn more.
  • Tracking enabled in Zoovu Home > Tracking Manager. Learn more.
  • Source events available: PDP views, search, add-to-cart, checkout, purchases (or your equivalents).

Quick start​

  1. Create 3–4 traits
  • Lost browsing: >10 PDP views AND no add-to-cart (24h)
  • Discount intent: ≥3 price/discount filter changes (session)
  • Brand intent: same brand filtered in ≥2 sessions (7d)
  • Fast path: landing → checkout steps ≤5 (7d)
  1. Create 2–3 personas
  • Lost customer = Lost browsing
  • Discount seeker = Discount intent
  • Brand loyalist = Brand intent
  1. Target assistants
  • For Lost customer, surface clarifying Q/A (use-case, budget) early.
  • For Discount seeker, expose price slider and promo tiles first.
  • For Brand loyalist, show brand-first recommendations.
  1. Validate and roll out
  • Test with preview user/session.
  • Roll out to 25% traffic, compare KPIs, then go wider.

Step 1: Create traits​

Traits describe behaviors that define a persona. Open the traits setup guide.

Examples:

  • Lost customer: viewed >10 PDPs, no add-to-cart
  • Discount seeker: applied ≥3 price/discount filters
  • Brand loyalist: filtered for the same brand across sessions
  • Quick buyer: from landing to checkout in ≤5 steps

To create a trait:

  1. Go to Traits (left menu).
  2. Select the domain.
  3. Pick a type (boolean, number, etc.).
  4. Define rules (e.g., “>5 PDP visits AND no cart events”).
  5. Publish.

A trait returns a score when its condition is met: TRUE/FALSE or a number (intensity).

Step 2: Create a persona​

  1. Go to Zoovu Home > Personas.
  2. Click Create Persona.
  3. Name the persona, e.g., “Lost customer”.
  4. Add an optional description.
  5. Select the domain.

Personas

  1. Click + and add the relevant traits.

Personas

  1. Save. The persona now evaluates users in real time.

Step 3: Analyze​

  • Use reports to track persona size, trends, and performance.
  • Compare cohorts to spot friction points and winning journeys.
  • Check latency: evaluation updates can take a few minutes depending on data volume.

Examples​

Reduce drop-offs (lost customers)​

Goal: help indecisive browsers make progress.

  1. Trait: “>10 PDP views AND no add-to-cart (24h)”.
  2. Persona: “Lost customer”.
  3. Assistant: show a clarifying question early (use-case, budget), add “Need help choosing?” CTA.
  4. Measure: decrease in bounce, increase in filter usage and add-to-cart for this persona.

Boost promos (discount seekers)​

Goal: increase engagement with offers.

  1. Trait: “≥3 price/discount filters in session”.
  2. Persona: “Discount seeker”.
  3. Assistant: highlight deal tiles, pre-show price slider, prioritize value props.
  4. Measure: promo CTR, conversion rate vs. baseline persona.

Speed up checkout (quick buyers)​

Goal: optimize for fast decisions.

  1. Trait: “Landing → checkout in ≤5 steps (7d)”.
  2. Persona: “Quick buyer”.
  3. Assistant: minimize steps, skip non-essential questions, highlight fast delivery/payment.
  4. Measure: time-to-checkout, conversion rate, steps per session.

Persona statistics​

On the Personas page you can check:

  • how many sessions matched the persona
  • what share of all sessions this group represents
  • how the persona compares to other personas

Statistics update automatically as new journeys are collected.