Know your audience

5 things you must know about your visitors, to achieve hyper growth

From the very first week, we have always been talking about understanding your customers, and visitors to your website.

From time to time, we have looked at the different ways a visitor lands on your website, and how your Benne Analytics dashboard helps you get a better sense of those visitors.

We have underscored the importance of divvying up your audience into macro segments, and the impact it has on the efficacy of your marketing - both planning and execution.

In short, we have talked a lot about how critical it is for you to understand your customers, and how should you get started with this exercise.

Today, we thought we would highlight a few key components of this customer-understanding exercise, and how these components help your broader marketing.

Intent is the key

In everything you do, intent is the key. It is the starting point of any process.

If you fire up a new google docs document, your intent would decide how that document ends up shaping up. Are you writing a blog post, or are you writing a proposal to send to a client? Are you writing a new chapter of your book, or are you adding in an entry to your journal? Depending on what your intent is, the minutiae of the process you go through will change, the steps involved would be different, and the way the overall document would finally end up shaping like will be different.

Intent is the key.

When you open up your Benne Analytics or Google Analytics dashboard, what is the answer you are looking for. That intent will decide which segments of your dashboard you would be looking at, what data points will matter to you the most, and how you would be going about the final analysis.

Intent. Is. The. Key!

So, even when it comes to arriving at a better understanding of your users, intent is crucial. Zeroing down on your intent - your reasons for wanting your audience better - will decide how you would be trying to classify, categorise and segment them, and we have talked about it a couple of times in past. But your visitors’ intent is what’s at play here in this discussion. Your visitors’ intent is what will help you understand your customers.

It boils down to 4 defining characteristics of your visitors. Asking these 5 questions about your visitors will help you understand the motivations behind your visitors’ actions and help you categorise and classify them better - resulting in better strategy for your marketing and growth on all fronts.

#1. Why they are here?

Wrong. There is always motive.

Whether the visitor is just doing some research or looking for products to serve a particular need, there is always a reason why they were on a path that eventually led them to you. Figuring out what that motive is will help you understand the stage of the product buying process they are at, how critical is the product need for them and how closely your product is aligned to their expectations.

If the same motives come up again and again, then that gives you ideas on new landing pages you should create, topics your blog should cover etc.

The more contextual your web pages and your content is to the visitors’ expectations, the higher your conversion rates would be.

#2. How did they get here?

Did they find you via your ads or did they stumble onto you because of a search they did? Did they come across you via a twitter or reddit thread, or did they find you mentioned on a blog you follow?

How exactly did they get to your website?

Your Benne Analytics dashboard shows you not just your top pages, but also the source for your traffic. And the insights module keeps an eye out on any new traffic sources coming up. So, if there is a new website sending you traffic, you will know about it.

This becomes important because you should want to know the various routes through which traffic is being driven to your website. If you can identify those, and isolate the most promising ones, then that puts you in a better position to do more of the things that led to these routes driving traffic to you. Are you getting consistent traffic from a few niche blogs? Maybe it’s time to reach out to more similar blogs and related niches to get more qualified and targeted traffic.

#3. Who they are?

Who are the visitors?

Are they subscriber already? What have they subscribed for?

Are they a decision maker or are they the end user?

For example, if someone is a subscriber already, you would not want to show them the “subscribe” button. Instead, you should want to replace that with a component that has a CTA from the next stage. They have subscribed already? Now, get to know what exactly interests them the most. Refine your understanding of your visitors all the time.

#4. What are they looking for?

If someone comes to our website, their expectations would differ greatly based on who they are. An agency owner would be looking at the product differently as compared to a SaaS founder. A content creator would be looking at it differently than a shopify store owner.

What are the expectations of the visitors before they came onto your webpage, and were you able to meet up to those expectations? If yes, what helped you score that win, and if not, could you have done anything differently (and would it have made sense to do it that way)?

This is the trickiest to figure out, and right from bounce rate to the time they spend on your website will help you figure it out.

Take a simple example. Consider a scenario where I have set up a goal on my product page for 80% scroll depth. If 6 out of 10 users are meeting up to that goal, then I think my product page is hitting the nail right on the head as far as my visitors’ expectations is concerned.

#5. What do they want to take away?

They came. They saw. Now what?

What do your visitors expect the next natural step to be? What they want the takeaway to be once they have left your website?

For our blog, the takeaway would probably be a better system to achieve growth. It could come in the form of a short handbook, a tool, or a downloadable template.

For our website, the takeaway could be analytics for their own website, and a way to access the capability of our product before they can make a purchase decision.

Understanding the visitors’ takeaway expectations would help you deliver the right and superior customer experience.

Understanding your visitors and your customers is not an easy task. It is lengthy, time consuming and a lot of continued work. But its impact on your growth is proportionately astronomical. So it makes sense to do it from the get go. Growth focused platforms such as Benne Analytics can simplify the process a lot, but even if you are using a traditional analytics platform (such as Google Analytics) to monitor and measure your web traffic, you should still invest time into figuring out your audience better. It will help improve your growth metrics on all fronts.

What does your ideal customer look like? Where do they come from and what are their defining characteristics? If you are up for a chat, I would love to know more.

That’s it for today, see you tomorrow.

Cheers

Abhishek

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