If there’s one thing we know (actually we know more than one, but let’s stay focused), it’s that user-experience is the number one priority for achieving brand loyalty and encouraging engagement. Ensuring any traffic to your website is welcomed, recognised and assisted to fulfil the reason for their journey will create a captive audience.
We are not just talking about light-speed page load results, great design and compelling content (which we also know a bit about), we are also talking about how well you know your potential users/consumers? This is the glue that binds everything else together. To talk in extremes (because it amplifies the message and makes reading our blog more fun) you can have the best user experience possible designed to suit a 13 year old super-gamer but it may miss the mark if your consumer demographic is corporate lycra-clad financiers.
According to Forbes, companies that put consumer data at the centre of their marketing and sales decisions improve their marketing return on investment (ROI) by 15 – 20 percent. Data should drive your digital marketing strategies – it empowers you to create segments, generate insights and design custom content and experiences. Capturing this data can be done in a number of ways.
Your no-brainer starting point is getting the information direct from the user themselves through surveys and analytics tracking. What are they looking for? What do they like or dislike about the way you communicate and provide content? What would encourage them to re-visit or interact with your site? What kind of device are they accessing your site with? How tech savvy are they? Do they trust online transacting? How many emails a month will trigger an unsubscribe?
When gathering information about your user-profile you’ll likely discover users from more than one demographic. A lot of companies have trouble segmenting their marketing messages and materials to fit different user-profiles and instead grant priority to the sector they deem to represent the best potential ROI, but what are they basing this assessment on? Have they cross referenced their data to look at different habits on different devices, etc. And can they really afford to overlook some sectors in their strategy?
Rather than play favourites with your user profiles, why not embrace them all? It is not as tricky as you might think with the right strategies in place.
People of different backgrounds and motivations are often connected by their reactions to certain stimuli. It is possible to find common ground amongst diverse groups, something as simple as a communication approach, an offer or an image with broad appeal. As our online communities expand, doesn’t it make more sense to broaden rather than narrow your audience?
After all, there is a wonderful variety of competitor content ready and waiting with open arms…