In every marketing campaign, it is important to understand your users. You need to know what they want and how they find what they need from your website. But learning what your users actually want is just the first half of what you need to do; you should also do all you can to find out who your users are exactly.
In selling any product, there are no specific methods to use. Conversion optimization or converting site visitors to actual buyers is more complex than what you actually think. Here is an infographic that will help explain how conversion actually happens.
How Conversion Steps Look Like
Customers love to be wooed, this process usually takes a long period of time even for sites like CrazyEgg for instance, it could take a long time for site visitors to convert. And conversion could even take longer if your product is more expensive.
CrazyEgg users undergo the following conversion steps:
Before anything else, users first learn about CrazyEgg as they look up heatmapping options in a PPC campaign Users visit the site, read a few articles and may even consider liking CrazyEgg on social media sites like Facebook and Twitter. Users continue to read articles until they are willing to take the next step and sign up for a free trial. Eventually, the user finishes the free trial period and decides to become a paying customer and upgrade his service. To illustrate further:
YOUR CUSTOMERS NEED GUIDANCE
Since conversion is a long and intricate process, customers and prospects need guidance through the span of weeks and months that they stay in the program. Customers should never be left in the dark; they should be guided on the possible conversion steps that they could take to be able to take advantage of a site’s products or services. Let’s take a site that offers health insurance as an example.
Different people have different opinions about health insurance and some may even be unsure of what type of health insurance plan they should take. These creates barriers in signing up which is why a lot of customers rely on customer support agents to provide them with information. This process could be expensive as well as time consuming.
Therefore the best way to guide your users and potential customers is to understand their needs. In the case of a health insurance company; it needs to understand the user’s personality, their pain points and their potential complaints.
Again, there is a no sure-fire approach to conversion optimization therefore the challenge to marketers and to business owners is to approach each person individually or simply on a 1:1 basis.
Profiling your customers and creating personas
Profiling is creating a persona for your users. In designating a persona, you will be able to learn more about the people you are marketing to and what their needs are. You will also learn more about their hobbies and what they could be looking for in your business.
As you create personas and user profiles, you must visualize each customer as if you are talking to a particular person or to real people. Another way to actually visualize the customer is to look for images on LinkedIn or on Facebook.
See the difference between profiling and then creating a persona for your users? You can make this activity more fun to make more effective conversion funnels strategies.
Perfect, well another day is over.