How To Use Website Traffic Analysis For Personality Development

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A persona is a detailed profile of a fictitious person who represents a person with the characteristics of your target audience.

These characteristics can include age, gender, religion, geographic location, shopping behaviors, personality traits, etc., as well as trends in online behavior.

In this column, you will learn how analyzing website traffic can help inform your personality development efforts.

What information do we need for personality development?

Personas are created by businesses trying to better understand their current consumer base. They can inform marketing strategies and help the business resonate better with a given target audience.

Historically, personas have been built by researching and interviewing people for data. However, we now have many different methods of collecting data to help create a picture of this ideal audience.

There are two main ways to collect this data:

  • Qualitative methods are group discussions, interviews and observations of individual and group behavior. Qualitative research methods are necessary because they allow companies to understand the “why” behind consumer behavior. Hearing real customers explain why they make the purchasing decisions they make gives businesses valuable insight.
  • Quantitative methods searches are surveys (online, paper, mobile), online polls and longitudinal studies. Quantitative data helps give companies more data with more definitive information than qualitative methods. It gives businesses the “what, when and how” consumers make purchasing decisions.

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In recent years, the analysis of website traffic (especially Google Analytics data) has become a major player in providing businesses with insight into their target consumers. They collect and record data on each user connecting to the site.

When you know how to find, read, and then analyze that data in terms of persona building, you can be much more specific about who you’re trying to reach.

Define the type of personas you want to create

Keep in mind that many businesses create multiple personas, but depending on the size and type of business, you may only want to create one or two.

As a general rule, we recommend creating one character per branded offering.

If you are a large business, you might want to take a look at your sales funnel and create personas based on that funnel.

For example, with enough data, you might notice that a certain demographic consistently decreases after your heavy emailing, while other demographic groups convert.

By creating two personas, you can then create two different push emails with different marketing messages to maximize conversions.

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How to use website data for personality development

Step 1: Determine basic demographic information

To create a character using data from a website, start with the basics. The first step is to define the age and gender of your target consumer.

Using Google Analytics for your website, you can access it by clicking on: Audience> Demographics> Overview. A list will generate the groups that visit your website the most.

If you want to create more than one character, be sure to note other more representative groups as well.

The Geo / Language section is also a useful piece of data that can help determine where your consumers live and what languages ​​they speak.

You can find these filters by going to Public> Geo> Language OR Public> Geo> Location.

How To Use Website Traffic Analysis For Personality DevelopmentStep 2: Find “Affinity Categories”

The next step is to examine the affinity categories.

Affinity categories are created by Google Analytics because it records and analyzes a user’s browsing history, time spent on certain websites, time spent on subpages of a website, etc. and associates it with a specific interest or lifestyle of that user.

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An example of an affinity category would be “Media and Entertainment / Movie Lovers”.

Learn more about how Affinity Categories work here.

How To Use Website Traffic Analysis For Personality DevelopmentStep 3: Use the “In Market” section

The next block of data to use to create a character is the “In Market” section of Google Analytics.

This data shows you consumers who are actively looking for products and services similar to your business.

While it doesn’t immediately jump out as important for persona creation, we have found it extremely useful in providing insight into our target user’s behavior.

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Find this by going to Audience> Interests> Market segments.

How To Use Website Traffic Analysis For Personality Development

You’ll gain a better understanding of not only who is visiting your website and performing research, but also who is converting.

Point: Separate these people into their own personalities as you develop remarketing and other strategies to retain your customers. Keep in mind that you can use the same data to create multiple personas, which means that one “person” can help you create the persona for the top and bottom of your funnel.

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Step 4: Check consumer devices

Finally, you can use analytics to determine which devices your consumers are using to find your business.

By seeing if they are using a desktop, mobile device, or tablet, you can better understand how and when people search for your business and tailor your marketing strategies accordingly.

Find this data by going to Public> Mobile> Devices.

How To Use Website Traffic Analysis For Personality Development

Build your marketing personality

Once you’ve saved and digested all of the data pulled from Google Analytics, you can start building your personas.

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  1. Based on their age, gender, and location, give the character a name and face.
  2. Then give them a career, socioeconomic status and values.
  3. Finally, implement their main affinity interests.

This will give a basic but detailed personality of who you should be targeting. Example of building a persona from the following information:

  • Age: 31.
  • Gender: female.
  • Location: Denver, CO – English speaking.
  • Career: High school teacher.
  • Salary: 55,000 per year.
  • Values: Family, friends and budget conscious.
  • Affinity: Lifestyles and Hobbies / Enthusiastic about green living.

Character: Sarah is very happy with her personal and professional life teaching high school students. The school she works in is not very environmentally conscious and she is constantly looking for new products and services during her lunch break to bring to her school administration to implement for a school / location greener work.

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Takeaway meals

Personas are important because they allow companies to visualize this data and use it to achieve their business goals.

Personas can help highlight real buyers’ concerns, allow you to assess how users are moving through the sales journey with your business, and guide your marketing and content strategies.

In short, understand your audience, market accordingly, and watch your sales skyrocket!

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Image credits

Featured Image: DepositPhotos.com
All screenshots taken by author, April 2021


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