It doesn't matter the winning product if you don't know the people to sell it to.
Called the customer avatar , the persona study is essential for success in e-commerce. Although, let's face it, researching data to shape your ideal client isn't the fastest job. However, once this time-consuming step has been completed, you have a huge advantage over your competitor to communicate effectively with your Internet users .
For the curious, motivated and all the souls of Sherlock Holmes… Find out how to identify your customer avatar in e-commerce and boost your turnover.
Also defined as a buyer persona, the customer avatar is a fictional person corresponding to your ideal customer. The one who will be interested in your product. Challenged by the values of your brand. And therefore more likely to convert into a loyal buyer.
Indeed, it is said that wanting to address as many people as possible is tantamount to not addressing anyone…
By precisely defining the desires, needs and problems of your audience, you analyze their psychology and understand their expectations. And who is more empathetic and trusting than a friend who understands you? By imagining the life of Mr or Mrs avatar, learn to talk to them, to advise them, to reassure them.
To know how to be impactful, effective and as gifted as Apple or Levis in the art of generating qualified traffic. Get ready to spend long hours immersing yourself in the lives of your future buyers… And become the best copywriter of your sales pages, newsletters, product sheets and publications on social networks!
If succeeding in defining your persona is not easy, it is because without sharp work to obtain an ultra-precise target, your inbound marketing will not be able to obtain real results.
So how do you really target “your market research”?
The easiest parameters to define are, without a doubt, age, gender, geolocation, social and family status. Depending on your niche, your clientele will mainly be a young mother aged 25 to 37 living in Gironde, if you sell changing accessories in a shop in Bordeaux.
Depending on the range of your products, you can also include the type of employment held or the studies carried out in your searches.
If you program advertisements on Facebook , these criteria will not be indifferent to you…
Once the basics are identified, dig deeper into the psychology of your persona . Let's take the example of the future mother again: concerned about the future and the well-being of her newborn, she is interested in everything that is good for him. Even intrauterine! Organic food, personal development, baby friendly shopping, etc. With this in mind, take an interest in their concerns too! Investigate in forums or community groups dedicated to pregnancy and raise all the concerns, questions, pleasures and expectations vis-à-vis the products. This can be done on social media account posts, in dedicated blog post comments, etc.
The 3rd stage is an even more personal immersion. Imagine the daily life of your target. Their routine from sunrise to sunset. The obligations of couple, parents, their relationship with their colleague, their boss, their hobbies. Questions about themselves or their family, their projects, their future holidays, etc. The more you immerse yourself in their intimacy, the more impactful and effective your speeches and communications will be. Touched deep inside, a reader will be easy to convince to buy your product.
We have alluded to it several times and indeed, social media, mailing campaigns and blogs are your best media to communicate, but also to collect all the information about your ideal client. Some messages must be short, impactful and reach your reader in a few lines. To help you :
- Sign up for newsletters from sites suited to your audience, subscribe to forums, YouTube channels, etc. Read books and watch documentaries that interest your target.
In addition to understanding certain details to appeal to your reader, these new sources always lead to more information to be noted.
- Ease is to goto spy learn from competitors who have taken the time to do the work for you. Locate their punchline in their ads and take note of customer reviews… In this regard, Amazon's verified testimonials are quite interesting to understand the expectations and disappointments of Internet users. Psst: using the same words and expressions allows, in addition to positioning yourself as Internet users, to personalize your messages.
- Facebook Audience Insights : Facebook's free tool is available to everyone, but especially advertisers to target ads. By downloading your client file, drawing inspiration from competitors or your subscribers... The software displays graphs linked to your audience's data, but also to their areas of interest! What they liked, on which pages they are subscribed, on which groups they interact...
- Google Analytics: if your site is linked to Google Analytics (which we recommend) you have access to traffic reports per published page. Thus, depending on the topics of your blog posts, you can insist on the questions of your prospects.
- You have a good list of e-mail contacts, subscribers on Instagram or Twitter… What if you question your customers? Using very well-made survey support, get your subscribers to interact and take the opportunity to refine your marketing persona with questionnaires on their age, their expectations or their hobbies.
Understanding your audience helps to optimize their path to purchase. This “buyer's journey” defines the path taken by your traffic. From the awareness of his need to the act of purchasing your product. 3 phases characterize these different psychological stages of your Internet user:
- The phase of “revealing” the need.
- The consideration phase where he will compare and analyze the solutions to his problem.
- The active search for the product or service that will respond to it
Your content marketing must satisfy each of these phases. From the informative article to the comparative ticket, up to the demonstration video of your product… Your precise, relevant and targeted messages pass through all acquisition channels.
What does a typical customer look like?
Used by site owners as stakeholders in the communication of your business, all the information that defines your ideal client is listed in the form of an identity card, illustrated with a photo to facilitate immersion.
Now that you understand how to identify your customer avatar , know that it is recommended to have several. If your initial target is large enough, fine-tuning desires and frustrations with variations allows you to adapt your communication and your offers.