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Matt Rickerby

As brand manager of Blue Acorn, Matt's work revolves around persona development, content strategy, and persuasive copywriting. He has co-written speaking sessions for Bronto Summit, DIG South, GIANT, and Revolve, and received awards for both videography and copywriting. In his spare time, he enjoys carpentry, playwriting, and hanging out with his dog, Yoshi.

Blog Posts by Matt Rickerby

April 26, 2016

The Opportunist vs. The Planner: Personas for Travel & Entertainment Websites

What we would do if we had to boost online revenue for a set of travel and entertainment sites in just twenty-four hours? How would we rapidly strategize and launch multiple tests in such a short time frame? Our optimization strategy is made up of three steps: 1) create personas, 2) define the funnels, and 3) run multiple tests concurrently. Through the lens of two common personas — the opportunist and the planner — let’s look at optimization strategies for travel and entertainment websites.