Most sites have a conversion rate around 1 percent to 2 percent. No matter how much traffic your site gets, you are losing a lot of customers.
Part of the reason that your conversion rate is so low is that you aren’t reaching the customers who want or need your products or services. Your bounce rate will stay high and your conversion rate low when you attract the wrong customers. They will take one look at your site and click away.
Here are a few things you can do to reach your target audience and start getting the sales and leads you need:
Define Your Target Market
You can’t take steps to reach your target market if you don’t know who they are.
You need to define your target audience before you can move forward with developing or promoting your site.
You may have assumptions about who your target market is, but you may get unexpected answers once you conduct market research and focus groups.
For example, it may seem like a no-brainer that if you sell bras, your target audience is women. However, focus groups may show that transgender individuals or drag performers like your particular brand of bra also. That information can help you develop new campaigns to reach more of that target audience.
Your market research can also help you narrow your target audience. For example, you may learn that women of a certain age or socioeconomic status enjoy your bras most.
Identify What Those Customers Want Most
Whether you are selling products or providing content, you need to know what your target audience wants most in order to give it to them.
Here’s where more market research and focus groups come in. For example, you might have a product or site that appeals to parents, but you might be missing out on a key opportunity to fill a need. Your research may reveal that parents need tips or products that make it easier to integrate pets into the family, and you may then develop products or content to provide that.
Focus on Individual Segments of Your Audience
You can’t be all things to all people — even within your audience.
By segmenting your target market, you can focus on highly specific content and ads for individuals.
For example, maybe you offer a diet supplement that promises to help users lose weight. You might develop ads and content for new mothers who want to lose baby weight, young people who want to lose weight for the beach season, and aging women who are battling a slowing metabolism.
By tailoring your content, you will be able to reach more segments of your audience and will drive sales.
Determine the Type of Customers You Want to Reach
A lot of talk about conversions focuses on attracting new customers, but these are not the only type of customers you have.
You also have returning customers, disgruntled customers, and lapsed customers. You will need to develop a different marketing strategy to reach each of these types of customers. For example, when attracting new customers, you will want to focus on creating awareness of your brand and excitement for your products. For disgruntled customers, you will want to focus on making amends and explaining how you are different.
Identify the Best Channels for Reaching Your Audience
You aren’t going to reach elderly customers in the same place that you reach teenagers. Knowing the right channels for your target audience can help you focus your efforts and improve your results.
For example, if you are trying to reach young professionals, you may want to focus on mobile ads and social media ads. This is a tech-savvy group that is short on time and will access sites with mobile devices.
CodeFuel offers solutions that identify the best channels for reaching your target audience, such as high-quality niche sites, and then serves up the right ads. Ads are delivered in multiple formats across devices to reach more of your desired audience.
Measure Your Results
You can do all the research and get loads of data, but you’ll never know if your marketing strategy is working unless you measure the results.
One of the most effective ways to measure results is to conduct A/B testing. For example, you can run two ads for the same market segment but change only one element in each ad. You might use different colors in the ads, or use a different call to action, or feature a different headline. You then look at the metrics to see which ad performed better.
The results you are getting will let you know if you are targeting the right audience and if you are using the right strategies to reach them.
Identifying and reaching your target audience will help you drive sales and leads on your site. You’ll start reaching your revenue goals and have the means to expand your business opportunities.