A common mistake businesses make is positioning a product or service without taking into account the analysis of the target audience. Understanding the nes, interests, and behavior of the brand or product audience helps create in-demand offers.
Knowing your target audience is essential for
Developing products and services that solve customer problems. This helps avoid spending on unnecessary features or products that won’t be in demand, optimize business processes, and increase consumer loyalty to your product.
A clear understanding of the target audience makes it possible to set up effective advertising campaigns: choose the right promotion channels, adapt advertising messages, and select the tone of communication.
Target audience research is an important step towards customer loyalty
Customers appreciate being heard and understood. Taking their nes into account at every stage of interaction with the brand builds trust and increases loyalty.
Understanding your target audience allows you to improve the user experience. Knowing how users interact with your site and consumers with your product allows you to remove barriers and improve the customer journey.
I recommend that marketers use the persona method to systematize data about the target audience of a business. The persona method is a tool for creating images of typical representatives of the target audience bas on information collect about clients. Each persona is a generaliz portrait of a separate segment of users, bas on real data and observations.
Personas include: demographic information (age, gender, location), goals, nes and motivations, problems and barriers, behavioral characteristics and preferences.
A short description of the character might look like this:
Anna, 35, Moscow. Marketer at an IT company, looking for professional courses to improve her qualifications. Faces a lack of time for studying, prefers the online format. Reads professional blogs and watches ucational videos.
Personas help to combine disparate user data into clear and logical profiles. This makes it easier to understand who the audience of a product or brand is.
Segmenting your audience through
Personas helps you take into account that different groups of users may have different nes. For example, a younger audience may be looking for entertainment content, while an older audience may be looking for ucational content.
Personas help a company remember the end consumer, making decisions bas on their interests. This is especially useful when developing new products or conducting marketing campaigns. Knowing what is important to each persona, you can create personaliz content: articles, videos, newsletters that resonate with the target audience. Personas help design websites, applications, and interfaces that are intuitive for users.
The first stage of developing personas is collecting data:
studying web analytics (for example, Yandex Metrica); interviews and customer surveys; analysis of reviews and comments; studying information from CRM systems.
Yandex Metrica is an indispensable tool for analyzing user behavior. Metrica provides data on demographics, interests, traffic sources, user routes on the site, conversion. This information can be us to create accurate and realistic personas.
It is worth noting that using Yandex Metrica to analyze the target audience is possible only in cases where the company’s website has been operating for a long time, and Yandex Metrica has collect data on user behavior and actions. The site’s traffic to obtain valuable information for analysis should be at least fifty people per day. For full access to all Yandex Metrica tools, make sure that the counter is correctly install on the site and collects data, key goals are configur in Metrica (for example, sending an application or placing an order on the site), check if Webvisor is connect.
In Yandex Metrica we can get the following information about our audience: demographics (age, gender, geography), interests (topics of interest to the audience), user behavior (viewing depth, time on site, exit points), traffic sources from which users come to the site, search queries that users type, devices that visitors use.
By segmenting site visitors according to all these characteristics, we can evaluate both the behavior of individual segments and the experience of interacting with the site using the Webvisor tool, as well as analysis of click maps, links and scrolling.
For example, you can select a segment “young users (18-25 years old) who came from mobile devices from social networks.”
Which pages of the site require improvement to improve usability?
For each of the select segments, in addition to studying the behavior recording tools (webvisor and audience behavior maps), we study the behavior patterns for representatives of each segment:
- Which pages do users visit most often?
- What are the paths to conversion?
- At what stages/pages do visitors leave the site?
Use Webvisor to view the behavior of specific database by industry specific users from select segments.
Bas on data from Yandex Metrica, describe each audience segment using the following parameters:
- Demographics: age, gender, geography;
- Goals and objectives: why are they visiting your site;
- Problems: what prevents them from achieving their goal;
- Behavior: how they use your site, what pages they visit;
- Interests: What attracts them other than your product.
For example:
Ivan, 29 years old, Moscow
Goal: to find quality equipment awb directory for home use.
Problem: It is difficult to compare the characteristics of different products.
Behavior: visits product cards, rarely uses filters.
Interests: electronics, home comfort.
Bas on the segment description and Yandex Metrica data, answer the following questions:
- What barriers prevent conversion?
For example, if the character “Ivan” often leaves the site after viewing product features, he may be missing visual comparison or reviews.
It is difficult to overestimate the capabilities hse: a positive exchange experience of Yandex Metrica for analyzing and describing characters. Data collect using web analytics is highly accurate (after all, you are analyzing data from real site visitors and customers).
Which products or services best suit their nes?
Thus, the persona method combin with the analytical capabilities of Yandex Metrica helps you better understand your audience and adapt business processes to their nes. Regular data analysis and updating of persona profiles will allow you to stay relevant and improve interaction with customers.
