Christmas can be a good reminder of the importance of user personas in a successful website.

The task oriented shopper goes to the mall with a plan, budget, and expectations for a painless process. Accomplishing a task doesn’t need to be a delightful experience, just don’t make it hard or confusing!

The browsing shopper goes to the mall with a plan, budget, and expectations that change as businesses reset customer expectations for Christmas morning through marketing and advertising.

Where do we go from here?

Reward users with great content. Know their interests, and provide content and messaging that feels personal and timely.

Don’t forget the user that NEEDS to get something done. When the task oriented user has taken care of business (or their Christmas shopping) then you can ask them if they would like to sign up for a mailing list, open a reward card, until then – let me finish my shopping.