The Journey to Conversion: Connecting to the audience
Understanding your target audience, or who you’re attempting to reach, is critical when developing a website. We discuss user experience, site design, and other interesting topics. But what it really boils down to is making your website look and feel appropriate for your intended audience.
For instance, I’m a 47-year-old man. What are the chances that if I go to a website and that has a floral-driven design with a bunch of kids playing with toys, I’ll actually browse around and attempt to figure out, “Do they have something I want to buy?”
It would help if you also kept in mind that e-commerce is not the same as walking to the grocery store down the street.
You get in a car, and it takes you 20 minutes to find a parking spot. You stroll in with a shopping cart, walk through the store, and they don’t have what you’re looking for. You’ve put forth a lot of effort to get here. You’ll almost certainly continue to look around.
That isn’t the case with e-commerce. That isn’t the case with a website. If it doesn’t feel right, I walk away after clicking the X. Remember that a certain level of awareness is required to reach your website, although it’s minimal. I may have found your website using a Google search. It’s possible that I stumbled onto your website by accident. I could have arrived at your website after seeing a cool photo on Instagram that I liked.
I have three or four seconds after landing on your page to make a subconscious decision. I’m leaving if it doesn’t feel good, smell right, or look right. That’s all there is to it.
What’s the metric for judging whether the photos, videos, or other elements on the landing page are effective?
You’re usually in good shape if a customer stays on your site for about 30 seconds. That indicates they discovered something and connected to it. They’re open to taking a look and possibly reading a few things. Then, if you get to the one-minute mark, you’ve most likely captured them on your website. They’ve developed an interest in a possible product. You’ve piqued their interest.
However, there is a breaking point. If potential customers are on there for too long, you can find yourself slipping into other categories. What I mean is that by the minute mark, you want someone to click the second time.
