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Persona template for: Buyer persona for a new car shopper

Save time and money by starting with this 'Buyer persona for a new car shopper' persona example. Learn how to make your Automotive website easier to use for Bradley. By putting the user first (in this case Bradley), you will be creating an experience that meets Bradley's expectations, supports their goals and remedies any pain points. This persona example could be used for the Automotive industry.

Meet 'Buyer persona for a new car shopper', named Bradley

"I can finally afford to buy a brand new car. Now it's time to decide on which one."

Bradley would prefer to buy an environmentally-friendly car but not sure if he can afford to. He needs a car with enough power to drive his kids and their friends around. The overview page of most of the cars list the features that have not been converted to benefits..

Bradley lives in California and works in LA, so a fuel efficient car is essential due to the hours he spends driving every week. 

Some of the main problems that Bradley has found with a lot of the car websites include:

  • he is constantly prompted to book a test drive, even on his first visit to a webpage when he's not yet had a chance to review the features important to him
  • it's not easy to compare models
  • some of the websites are slow to load
  • most of his selections are not 'remembered' by the website.

Bradley is less impressed with interactive elements and prefers websites that are simple to understand and speak to him using terms he can understand.

He wants to see less information that is not important to him, and more benefits that are important to him and his lifestyle. 

 

This persona is motivated by career progression and maintaining his social life. This persona is 35-40, lives in the suburbs and works in the city. Bradley is married, has 3 children and is often kept busy with work and family life.

People like Bradley are comfortable with technology.

Bradley likes to network when she has spare time but lately his children have been keeping him busy.

How Acme Automotive can help Bradley

Bradley has come to Acme Automotive because Bradley's goal is find unique gifts for his friends that have weddings and birthdays coming up. Acme Automotive could help Bradley with this goal by offering new and interesting products at great prices, but one of the reasons why Bradley has not yet engaged with Acme Automotive is fear of finding a better deal elsewhere and not being able to find products quickly because of poor navigation.

Website visit goals for www.acme-retail.com

Learn how to make your website easier to use for 'Buyer persona for a new car shopper' persona.

'Buyer persona for a new car shopper' has recently been visiting websites in the Automotive sector and has arrived at www.acme-retail.com. Bradley has found that most of the websites in the Automotive sector have similar messaging and wants to know the main points of difference of Acme Automotive.

Important
Website goals Barriers How we can help
See the features and functionality of the inbuilt touch screen No preview or photos of how the touch screen would work. Offer an online virtual walk through that allows Bradley to experience the interface himself.
Find details on fuel consumption and mileage In the search results, there is no filter for fuel / mileage Add facets to the search based on attributes important to Bradley
Find upcoming sales or special weekends The promotions are not specific to his location. Tailor the content to the location that the buyer is in

Technology

Comfort level with technology

Bradley is comfortable with technology.

Time

Spare time

On an average day, Bradley has very little spare time.

Jargon

Jargon familiarity

Bradley is not familiar with the industry specific terms that are used in the Automotive industry.

Social media usage for Bradley

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage
Twitter: low usage
LinkedIn: medium usage

Devices that Bradley uses to access the Acme Automotive website

Computer

Desktop / laptop

Bradley uses a computer to access the Acme Automotive website at work.

Tablet

iPad

Bradley uses a tablet to access the Acme Automotive website while watching TV.

Mobile

Smart phone

Bradley uses a mobile to access the Acme Automotive website when traveling on public transport.

Buyer persona for a new car shopper
Stats for 'Bradley' insert_chart
  • Life-stage: established in their career
  • Age: 35-40 years
  • Annual income: $51,000 - $70,000
  • Internet usage: many times a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: 3
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
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