What is the first step in creating a business website? Is it the designing of the layout? Creation of content? Insertion of images and videos? No. To do these all steps the first thing you need to decide is who you are doing all these for. In other words, you have to find out who your target audience is. Suppose you are planning on an online bookshop, you would know that your target audience is a reading group. So, is it enough that you make a website with only some images of many books and their prices? Not at all. Your audience would want to know a thing or two about the books, their authors, their reviews, previous customers’ comments, etc. In short, you need to give them a lot more information than just a few images.
Recognizing your target audience is crucial to your business much more than you realize. Doing a little bit of research to know this is going to be absolutely worth your time. Here are a few details that you need to know about your prospective visitors aka customers:
- Which locality are they from?
- What is their age range?
- What language do they speak?
- What information would your site visitors want to know?
- What would be their online behaviour?
- What kind of products are they looking for?
Once you decide and research on the target audience you could design your website with all these details in mind. Make sure you have an inviting layout that would encourage the visitors to take a tour further in the site. The content has to appeal to a broad audience and at the same time cater to the specific purpose the website was built for. Once the website is created you could give it a “mom’s test” as formulated by Jennifer Laycock of Search Engine Guide.
Mom’s test is where you get someone, probably your mom, who represents the user community to browse and purchase a product from a website. Get her in front of the monitor and ask her to purchase a product or fill up an enquiry form. There needn’t be any instructions other than the main goal. Now check out what are her steps to reach there.
- Which is the search engine she uses to browse?
- Which are keywords she uses to find what she wants?
- What does she do when she enters a website?
- Which page does she go to when she enters the site?
- Does she find it difficult to find the product she wants?
- Does she come back to the search page quickly?
- Does she go through the product specifications or descriptions carefully?
- Does she check out other related products?
- How easily does she find the conversion button?
- Are the payment and delivery conditions clear to her while purchasing?
If you find her struggling with any of these steps you know you have to rework on your site to make it friendlier for the users. Most often, your users are going to be just like that. They would know just to use the Internet and click the button that they can see easily. This makes it necessary for you to keep all the important buttons right under the visibility span of the visitors.
Next time you feel that you are not getting enough of conversions in spite of doing everything possible to make the website inviting and visible, check whether you are providing exactly what your target audience is looking for. Or, make sure your analysis of your target audience is accurate. Once you do that you could see the increase in the number of conversions and thus an amazing growth in your business.
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