How to conduct a qualitative study of the target audience?
To the question “Who is your customer?” Business owners often answer roughly the following: “A man or a woman is 28-45 years old”, painting in his mind an idealistic picture of loyal, rich and ready-to-buy customers. In fact, most business owners have a vague idea of their target audience, while knowing the needs, doubts and “pain” of customers helps to avoid mistakes and create a truly conversion selling page. When creating sites it’s more logical to focus on the results of qualitative research, rather than on the intuition of the designer. In this article, we’ll talk about how to conduct quality research to increase the conversion of a site.
There are a number of models on the market that help increase site conversion (LIFT Model, 7E Conversion Audit, and BJ Fogg Behavior Model). We also use these models in our work, and one of the most famous (LIFT) was translated and interpreted in our own way.
At the heart of this model is the value proposition, your unique trading proposition that, like a submarine, floats to the surface from the ocean of competitors. There are a number of factors that affect the perception of the proposal by customers. Some of them help the company to stand out from the competition and increase the conversion, and some, on the contrary, interfere. According to this model, promotes high conversion:
1) Relevance, that is, the page corresponds to the user’s expectations. This is when the client comes to the site and immediately understands: he got where he wanted, and will find here what he needs.
2) Clarity, that is, the ability to speak to the user in a language that he understands. Terms and jargon make it difficult to understand the essence of the proposal and make it difficult to convert.