Do you view your visitors as people? Or are they an undefined group of “target customers” who are daring you to persuade them?
If you haven’t devoted time to understanding your visitors, you may find yourself in the dark when it comes to marketing to them. To effectively market to a group of people, you need to understand who they are and how they shop.
Who Visits Your Website?
Start by repeating this phrase: there is no such thing as an average user. The average user is anything but average.
Visitors to your website shop differently and therefore you must work on understanding your visitors in order to answer the questions asked by many different kinds of people.
You can simplify the process by grouping shoppers into personas, or personality types. Think of them as shopping temperaments and learn how to draw them in.
● Solve My Problem—This shopper wants quick answers to relevant questions. Work on giving him plenty of options and immediate answers.
● Convince Me—This shopper wants to know why you are the best as opposed to another business. Give him your unique value proposition and demonstrate value and credibility.
● Relate to Me—This shopper wants to know the people behind the process. Show him how you’ve solved problems for other customers and offer testimonials. Also, let him see who you are as individuals.
● Show Me—This shopper wants hard data and facts. Provide lots of product specs, graphs, and comparison charts to demonstrate the finer details of your products and services.
Where are Your Visitors in the Buying Process?
With the various types of buyers in mind, remember that not every buyer is ready to make a purchase. Some are comparison shopping, some are browsing, some know exactly what they want, and some landed on your site by accident.
You can include information on your landing pages that will cater to each stage of the buying process as well as each type of buyer. Offer options, product information, and easy navigation to allow each visitor to find what he’s looking for as quickly as possible.
In addition, your home page and your landing pages should include a marketing hook that will appeal to people even if they did land on your site by accident. While you may not catch many fish this way, it still helps people remember you so that when they are ready to buy, they think of your business first.
Understanding your target market means seeing them as people on a continuum rather than statistics. Cater to their individual needs and tendencies, and you’ll see an increase in conversions as well as repeat buyers.