Jan 29, 2021
By Nikolai Bain
When your website copy is mostly made up of a self perspective of the product you offer, it can sometimes be misguided or too feature focused. Presenting your product in the way you see it will not entice as many customers as describing it from their perspective.
It's much easier to sell once your website describes the exact thing that is keeping your customers up at night, and how you can fix it.
This is why collecting analytics and data about your website visitors is the way to better understand how they think and feel, and reflect your website based on them.
But, one of the biggest problems with analytics data is that it's inevitably going to be collecting information about users that you don't want.
The sea of info that gets collected includes your ideal customers, but also includes the kind of customers who you're not looking to attract - those that your product isn't built for, and those who won't ever pay for your product.
If you update your website based on all your analytics, you're using data that includes customers you don't want, and could therefore cause your marketing website to be less effective in persuading your ideas to customers.
Don't fret, I'm not going to tell you that you have to scrap your analytics altogether, only that you need to also use tools that focus on the specifics of how your ideal customers use your website.
By positioning your website's messaging to reflect only your ideal customers, you know that you're helping the exact kind of customers you want through the sign-up process, rather than trying to encourage absolutely everyone through.
So then, who even are your ideal customers?
You probably already have a rough idea about the kind of customers you want. Now is the time to pull out your customer personas and reflect on the kind of users that benefit the most from your product.
If you don't have user personas, then gather any research or data you have on who your product is best suited for; the kind of customer who finds your product and thinks "this is exactly what I've been looking for!".
To get more clarity on who that is, talk to current paying customers of your product, and focus on those who spend the most time using it, or those who are raving about it on Twitter.
You want to be attracting the kind of users who spread the word about how great your product is. Talk to as many of those customers you currently have, and figure out how to find more of them.
When talking to your best customers, you want to get an understanding of where they hang out online, what motivates them, how your product is improving their life, what keeps them up at night, and so on. Don't be afraid to ask emotion-focused questions, because a lot of buying decisions come down to choices based on emotions.
By talking to your best customers, you narrow your focus on the kind of person they are, and how you can position your copy and marketing to reflect them.
Once you understand the exact demographic of the kind of customer you want, you can test that kind of customer on your current website to see how they use it.
It helps to get a perspective from both users who already use and love your product, and users who know nothing about your product but would be an ideal fit.
Using usertesting.com makes it easy to get hyper specific about the kind of customer you want to test your website with. You can have your tester reflect the demographic, and see how your website is viewed through fresh eyes.
More data is always going to result in a clearer picture, especially when it's focused on your ideal customers.
Now that you have a clearer picture of who your best customers are, you can finally take action and adjust your website to better reflect them.
When your website copy is mostly made up of your perspective of the product, it can sometimes be misguided or too feature focused.
It's easy to get lost in the bells and whistles of what your product can do and forget what problems it solves for your customers.
With an artillery of data about your ideal customers, you finally have the ammo to be able to write better copy that helps users know they are in the right place. You want to let your customer know that you understand what's keeping them up at night, and you know how to fix it.
Ultimately, there are plenty of benefits to getting to know your ideal customers more. You know how to better find them online, know what plans they can afford, know how to help them when they're confused, know who you should and shouldn’t be advertising to; the list goes on.
Best of all though, you know how to speak to them. You know the issues they are having, the things that they worry about, and how you can reflect this in your messaging and marketing.
You're never really selling a product, you're only selling a solution to a problem. Your website should reflect this.
Start collecting data about individuals in your target audience and you will start to understand the simple reasons they would choose your product over another. Then you know exactly how to talk to more of that kind of customers, and start getting more of them.
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