7 Ways to Do Audience Research When Building a Landing Page
Having a dedicated landing page where you can lead the visitors when they click on an advertisement or a call-to-action button is critical for your business. There are specific tips that brands should follow when creating a landing page on WordPress or any other CMS to encourage people to convert into buying customers. Below, we will discuss audience research methods to take into consideration when creating your landing page.
Send Customer Surveys
Surveys are a great way to understand your customers’ needs and gather useful insights about your business. Think of it as a handshake between you and your customers – a type of communication where you pitch ideas and then just listen. There are numerous questions that you can ask your buyers, but it’s critical to stay focused on the bigger picture.
Here are some of the things to consider when creating a customer survey:
- Determine the survey’s purpose.
- Decide what type of survey you want to send out: is it a customer satisfaction survey, a branding survey, or an employee engagement survey?
- Avoid asking too many questions per survey.
- Do not ask questions that might be too personal. Keep things as professional as possible.
- Know which channel/s you want to perform or send the survey from.
- Thank your customers for participating. Giving them a token of appreciation is optional, but it would be nice to provide such.
Another way to know what your leads prefer is by conducting interviews. This can be done online or in person. This method provides real-time feedback so you can record and use the data as soon as possible. Try offering freebies or discounts to your customers so they will be compelled to do the interview with you. List down a couple of questions that you’d want to ask your audience so you wouldn’t take too much of their time.
Join Online Forums and Social Media Groups
Another trick to knowing your target audience well is by joining online forums and groups on social media apps such as Reddit and Facebook. Look up specific keywords that your brand is associated with and see what the people in these groups are saying. Browse through the posts and comments to see what people are looking for and what’s currently on-trend.
Additionally, you can also search for tweets and mentions of your brand on Twitter and Instagram.
Use Google Analytics to Your Advantage
One way to get your audience’s data for your landing page is by using Google Analytics. This tool allows businesses to track their clients’ digital behavior. The platform is mostly easy and free to use. To do audience research, simply head to the “Demographics” section then click on “Demographics Overview” and “Demographic Details”.
Doing this will give you an insight into your potential buyers, including detailed and useful data. Moreover, you can also track custom URLs to see what type of content these people are consuming.
Look at Your Competitor’s Activity
Look for your direct competitors and see what their customers are saying. You have the same target audience, and seeing their clients’ feedback will give you a clue on what you should work on. Look for reviews, testimonials, and comments and see what these people are focusing on. Be wary of who they follow and what content they repost or consume so you’d know what to put out in the future.
By doing this step, you can provide valuable content that your audience prefers to see on your landing pages.
Check Your Customers’ Existing Data
Set up a meeting with your team members and ask for data that you can take advantage of. Those who are directly talking to your customers will know what the people have in mind. Ask for suggestions and opinions that they often encounter and use that to improve the landing page of your website.
Doing this step will give you a clear insight into who your customers are, where they are from, that they often purchase from your brand, what time of the day they usually call, and more. You can use a CRM tool to compile all of your customers’ data so everyone in the team can easily pull it up if needed.
Understand the Funnel
The sales funnel pertains to the customer’s journey, starting from being a lead down to finally turning into a conversion. It is important to understand every step to finally convince the audience to turn into a buying customer. To do this, you have to create different profiles and personas to further understand your potential clients.
Take a look at your buyers’ pain points and what they usually look for in a brand. answer their questions and provide additional information that they would like to consume. Present your landing page in a way that they would know that your products and services can help them solve their problems.
Revisit and Tweak if Needed
Your customers’ needs can change from time to time, and so should the content on your landing page. Revisit the data that you have and see if you need to change it up a bit. You don’t have to do all of the things that we mentioned over again – a simple analysis of what you have and your customers’ behavior is enough to keep you on track.
Check the numbers on Google Analytics and on social media to see if there are any changes in your buyers’ behavior. You can send out additional survey forms, but make sure to compensate the participants so they would be willing to provide answers.
To sum things up, doing enough research and listening to your audience is a foolproof way to understand your buyers. Landing page optimization can definitely help you reach your goals, but understanding your customers and knowing what they are in search of will help you uncover your audiences’ needs.
Listen to the conversations that your target market is having and be open to suggestions. Implement competitive analysis and keep a close eye on what they are posting and what the people are saying. Keep the numbers at hand so you know how to deal with proper audience research.