E-Commerce sites, with the general exception of platforms like Amazon or Flipkart, have a defined range of products. With that in mind, E-Commerce website designing companies need to carefully craft the website to market to the right audience. Read on to identify the niche target audience for your E-Commerce business that will give you the highest conversion rates.
Refine the target audience:
On any E-Commerce site analytics, one can find a lot of irrelevant traffic that won’t even come close to conversion. Even the most basic of SEO strategies of E-Commerce website designing companies drive traffic towards your site, but they would be of low value compared to your actual customers.
Understanding the exact niche crowd that will be your customer base is fundamental to directing the time, efforts, and money of the E-Commerce development company towards the most viable potential customers.
E.g: Say you sell educational aids for school going kids, your target may be something generic like people in their 30’s with kids to market your product to. However, you have not considered these inputs.
- Their attitude towards your product,
- Their job profiles,
- Their affordability, and
- The supplementary aids provided by the school their children attend.
When selecting a wide and generic audience you are diluting the opportunities and exhausting the marketing potential of your E-Commerce business. Use demographics and psychographics to narrow down your target audience.
Find who you add value to
Before identifying the target audience, you need to identify which problems your product can solve, and for whom they solve it. This helps you focus on those particular potentials in whose lives your products can really make a difference.
E.g: Say you sell ready to use organic food products like Curry powders and Instant mix pastes, they make the lives of people who are too busy with their work schedules to prep elaborate meals, easy. Thus the target would be unmarried people staying on their own, or power moms who are facing the challenge of a good work-life balance.
From working people, we were able to narrow down the audience to two specific groups just by understanding that they were the ones who would actually find the product useful.
Map the target audience by demographics
The above two tips would have helped you create basic customer profiles. It is safe to assume that your target audience is still a varied group of individuals. Map them according to the demographic classifications.
This tip has great potential in helping E-Commerce website design services in creating custom marketing strategies based on race, geographic locations, languages, etc. This is evident by the different ads created for each particular Indian state by a brand so to give the audience relatable content.
Conduct Market surveys and Feedbacks
In practice, your customer base is an evolving entity. It needs constant revaluation and refining. This is possible with market surveys that takedown actual customer feedback. You can target both existing and new customers simultaneously.
For existing customers, the feedback options and surveys are directed to improve their experience. The focus would be on making them loyal customers who will develop long-standing relationships with your business.
For new customers, a short survey before they begin their shopping experience will help you realise what their requirements are. The data analytics from these surveys will point out the most promising customer segment. You can also customise the content that each customer can see on their home screen.
Check out the Competition
Monitor who your competition is targeting. This provides valuable insight into key customer segments that you might have missed in your research. It also gives you a chance to reevaluate your marketing strategies. You also need a handle on your competitors marketing, to always stay ahead of them. Another interesting perspective is to reevaluate your products to market to potential customers who are not targeted by your competitors.
Figuring out the best way to identify the customer segments can be a bit of a hassle with the vast amounts of research involved. Why not just consult with Open Designs, the best E-Commerce website designing company in India, to save valuable time and efforts.