To ensure that the content created is useful for the targeted users, website owners conduct audience analysis.
The ultimate goal of audience analysis is to provide points for the development of content using which highly relevant and targeted content can be developed to gain more visitors and to meet their needs.
Methods of Audience Analysis
Audience analysis is conduced through:
1. Demographics analysis
2. Attitudinal analysis, and
3. Knowledge analysis
Demographics analysis consists of collecting and analysing information on the age, gender, location, race, culture, spending capacity, education, and other important factors that affect purchase. By analysing this information, businesses can know the places to target for their marketing and promotional activities. Instead of wasting resources on platforms where there are less number of potential customers, businesses use audience analysis to channel their marketing campaigns to relevant places where there are a large number of potential customers. This leads to effective use of resources and greater ROI.
Attitudinal analysis looks at the people’s attitudes, their behavioral patterns, beliefs, likes and dislikes, values, etc. By analysing the attitude of people, marketing campaigns that are attractive enough to potential customers to lead them to explore more can be created. For example, if a company is selling high-end fishing reels, then the target audience will be men from a higher social strata, most likely those who reside near the sea or a lake. Depending on the kind of product or service the company is selling, concentrated analysis can be conducted on factors that most affect purchases.
Knowledge analysis considers how much a person already knows about the company and its products & services. In such a case the only information that must be provided is that of a kind he or she isn’t aware of. By analysing the level of information that a potential customer already has about a subject, product/service, or the company, relevant and precise content is developed.
What makes people make a purchase? What do you need to do to encourage people to purchase? These are some questions that audience analysis helps to answer. Purchase analyses includes analysing the behavior of customers, including how many purchases they made, of what kind, how frequent are their purchases and for how long do they stay at a webpage or the website. These are the important factors that help to analyse the purchasing behavior of the visitors.
By analysing data and establishing patterns, website owners can:
• Develop targeted content
• Place their products/services better
• Alter their website design to suit customer purchase behavior
• Develop marketing strategies
Analysis of information allows for an understanding of customer behavior, which eventually helps in tweaking online marketing and promotional campaigns on social networking platforms, blogs, and websites to suit the needs, tastes and preferences of present and potential customers. The presence of highly targeted content on landing pages reduces bounce rate and enables companies to allow more users to explore what they have to offer.