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• 84% of all people do not read content online, rather, they scan the page for topics relevant to them
• Security concerns (64.5%) and privacy issues (48.2%) are the two things that most hinder women from purchasing online
• Embedded links (links within the page of a website) are used more than any other form of navigation (40% of the time) |
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Results
Begin With Understanding How Your Audience Behaves
Online
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Different groups of people behave online in different ways. Not only does this apply to demographic segments, it also relates to the stage of the buying process someone is in, the particular needs your product or service addresses and even different personality types. This understanding is the foundation from which all other strategic and tactical decisions are built. For example:
- People in different stages of the buying process use different search keywords. Those who have made a purchase decision will use more specific phrases (i.e. product names, model numbers, etc.), while those who have just recognized they have a need will use phrases that help them find a possible solution.
- Men tend to purchase based primarily on price and availability, whereas women utilize a more holistic approach. Women are more likely to make buying decisions based not only on what you sell, but on what your company stands for.
- Some personality types prefer facts and figures as proof, while others respond better to success stories and testimonials.
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Step #1: |
Realize that not
every user is the same.
Different people have different motivations, obstacles and tendencies. Instead of thinking of your audience as one big group of people, we break them into segments based on similar attributes. |
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Step #2: |
Sorry,
we can’t give away all of our secrets.
But we can say that our proprietary methodology
involves a lot of research,
challenging assumptions, common sense,
client input and experience. We put
ourselves in the shoes of your audience
to define:
- What tactics are used
- What paths users are taken down
- How pages are designed and laid out
- What, how and where content is displayed
- Search keywords
- How and when to utilize email communication
- ...and every other aspect of the project
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The bottom line is results. By combining our study of user experience with industry proven tactics (and some ingenious ideas of our own), we help our clients attract, convert and retain more customers.
Interested in learning more about our approach? Contact us and we’ll be happy to help. |
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