Why Customer Personas are Crucial for E-Commerce Success
Posted 10 September 2014
In the hugely competitive world of online retail it’s essential that E-Commerce businesses find innovative ways to increase their sales and outpace their competitors. There are numerous strategies and techniques that can be used to achieve this goal. In this article we’ll be looking at just one of these and considering why customer personas are crucial for E-Commerce success…
Customer personas are an essential tool that help retailers to identify their target audience and adapt their communications and marketing accordingly. A customer persona is usually a generalisation of a ‘typical customer’. A sports shop, for example, might identify several customer personas that they are trying to connect with. This might include teenage boys who play football, 18-30 year old men interested in cricket and 50+ women who swim. The customer personas can then help to influence every strategic decision – from marketing and special offers to the location of stores and music that is played.
This is nothing new, of course. Successful retailers have always had a crystal-clear understanding of who they are trying to sell to and how to sell to them. The internet, has, however, changed everything. Retailers now have access to a wealth of information that was never previously available to them. They also have tools which enable them to deliver highly-targeted marketing that offers a previously unimaginable ROI.
How to develop Customer Personas using Social Metrics
One of the many advantages for businesses using social media is that they are able to define their customers with remarkable clarity. Facebook insights, for example, will give you an accurate breakdown of the demographics of those who like and interact with your page. Google Analytics Audience Reports will give you a similarly detailed understanding of the people who are accessing your website.
If you haven’t got access to these applications you can always develop customer personas manually. Working through your Twitter followers, for example, will give you a surprisingly detailed breakdown of the people who are engaging with your business. This information will enable you to develop a number of customer personas which will represent the majority of your customer-base.
How to use Customer Personas
There are various ways in which customer personas can be used. They should, in fact, influence every key decision that you make; ultimately, the success of your E-Commerce business depends upon your ability to identify and connect with your customers.
There are also some very specific ways in which your can use customer personas to increase your sales through online marketing.
Setting up advertising campaigns through Facebook and Twitter will enable you to push sponsored posts and adverts into the news feeds of those who are most likely to buy your products. The more you know about your potential customers, the better you’ll be able to target them and the higher your return on investment will be.
You can also use this information to advertise through search engines. Search engine marketing is a vital ingredient in successful E-Commerce advertising and again enables you to connect with particular groups of people who are making particular searches.
If you’re looking to grow your online business then you might just find that customer personas are crucial for E-Commerce success.