Create personas and website processes in minutes - not hours
  • Login

    Login to Your Account

    Username:
    Password:
    Don't have an account yet? Create account Forgot your username or password? Recover account
  • See costs in: Image
  1. Home
  2. Persona generator
  3. The ethical e-commerce buyer

Buyer persona template for a retail website, Sally

Save time and money by starting with this 'The ethical e-commerce buyer' persona example. Learn how to make your retail website easier to use for Sally. By putting the user first (in this case Sally), you will be creating an experience that meets Sally's expectations, supports their goals and remedies any pain points. This persona example could be used for the retail industry.

Meet 'The ethical e-commerce buyer', named Sally

"I love shopping but seeing some of the recent documentaries on the fashion industry and the impact on the environment, has been really eye opening"

Sarah loves shopping online and will often talk about her purchases with her friends.

This persona is motivated by career progression and reputation. This persona is 25, lives in the suburbs and works in the city. Sally is single, has no children and is often kept busy with going out with her friends and keeping fit.

People like Sally are comfortable with technology.

Sarah has recently seen documentaries on the environmental footprint of the fashion industry and really wants to feel good about her purchases.

How Acme Shoes can help Sally

Sally has come to Acme Shoes because Sally's goal is stay up to date with fashion trends. Acme Shoes could help Sally with this goal by offering great quality products with excellent customer service, but one of the reasons why Sally has not yet engaged with Acme Shoes is concerned about the sourcing of the materials and how the manufacturing of the products has impacted the environment.

Website visit goals for www.acme-shoes.com

Learn how to make your website easier to use for 'The ethical e-commerce buyer' persona.

'The ethical e-commerce buyer' has recently been visiting websites in the retail sector and has arrived at www.acme-shoes.com. Sally has found that most of the websites in the retail sector have similar messaging and wants to know the main points of difference of Acme Shoes.

Important
Website goals Barriers How we can help
browser products and see how quickly they can be delivered a menu structure that's not logical making the menu structure more intuitive

Technology

Comfort level with technology

Sally is comfortable with technology.

Time

Spare time

On an average day, Sally has a moderate amount of spare time.

Jargon

Jargon familiarity

Sally is fairly familiar with the industry specific terms that are used in the retail industry.

Social media usage for Sally

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

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

Devices that Sally uses to access the Acme Shoes website

Computer

Desktop / laptop

Sally uses a computer to access the Acme Shoes website at work and at night.

Tablet

iPad

Sally uses a tablet to access the Acme Shoes website while watching TV.

Mobile

Smart phone

Sally uses a mobile to access the Acme Shoes website when traveling on public transport.

The ethical e-commerce buyer
Stats for 'Sally' insert_chart
  • Life-stage: beginning their career
  • Age: 25 years
  • Annual income: $51,000 - $70,000
  • Industry: marketing
  • Internet usage: many times a day
  • Social media usage: very active
Relationships group
  • Marital status: single
  • Children: no
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

Download this persona

Download this 'The ethical e-commerce buyer' persona, and more, from just $19 AUD.

Create your own persona

Create your own version of the 'The ethical e-commerce buyer' persona in minutes, without spending hours assembling your new persona.

Try our persona generator

or see more personas

Two professional woman in an office creating a new persona

More persona templates for the E-commerce / retail industry

See persona examples and templates created using our persona generator tool.

Show me personas relevant to my industry:
The online shopping professional persona, Sarah

Persona template: 'The online shopping professional'

Sarah
This persona template is relevant to the retail industry.

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
that are specific to your marketing strategy, then we have a number of articles for you below.

Professionals in a meeting having a discussion
21 Nov 2017

How to brief a UX consultant to get the best results

Get the best from your UX consultant by following the simple steps in this article on briefing a UX agency. This article will help you get the best results from your UX agency and ensure everyone is talking to one-another at the end of the project.
Woman conducting user testing on laptop while another woman is taking notes
8 Dec 2017

How much does usability cost?

Websites that are tested save money by finding issues that are expensive to fix if discovered at a later stage.
Happy professional woman with portable device
28 May 2018

8 steps to creating an effective website brief

The work delivered by your consultant will only be as good as the brief, so we will take you through the best way to brief your consultant, and in turn get the best from your UX consultant.
A mood board for a future website design

How mood boards will save you time and money

You can make the process of website content more manageable and efficient by setting up a simple system. Find out how updating large volumes of web content can be made an easier task.
Website professionals in a Sydney office
21 Nov 2017

8 advantages of implementing an enterprise CMS

Implementing an enterprise CMS across a large organisation is a big job. You can get a head-start with this article that covers and dos and do not of rolling-out an enterprise CMS.
Business man and woman viewing mobile phone
21 Nov 2017

Websites for the hotel sector

Providers in the hospitality sector that want to remain competitive cannot afford to ignore the performance of their website.
Mature business woman smiling with hands clasped
21 Nov 2017

Websites for the restaurant sector

The hospitality sector is a highly competitive market. Restaurants that want to remain competitive must consider the performance of their website if they want to build their market position.
Business woman at a meeting in Sydney
21 Nov 2017

How much does a website cost?

You know your organisation needs a strong web presence that powerfully promotes your offering to its target audiences.
Smiling professional man at work using tablet device
21 Nov 2017

How to choose a Sydney web designer

Working with outsourced web designers, or web designers based over-seas can quickly become difficult, especially if you need to rely on their experience to understand your requirements.
Fashionable woman posing in floral dress carrying handbag
7 May 2018

eCommerce website design

You need to make sure that your online shop is designed for high conversion rates and sales.
AB testing for websites illustration
21 Nov 2017

How AB testing can improve your conversions

You should think of the results of A/B testing as a gift from the customer, they will tell you what they like and what they don’t like about your marketing efforts.
Two professionals strategising at a whiteboard
21 Nov 2017

5 step guide to migrating a website

The migration or rebuild of a business catalyst website will go far smoother if prudent preparation and planning is done before migration begins.
Digital professional with tablet in Sydney
30 Apr 2018

7 practical steps for web content creation

Web content lies at the foundation of building engaging conversations between your organisation and its customers. Great content will always work to build quality traffic, generate leads and achieve success because it will improve the customer experience.