Who is your customer?  I know that you will sell your product or service to anyone who is willing to buy it, but all successful businesses can usually identify who their “target” demographic buyer is.  If you haven’t identified yours, then you are probably not using the right marketing language to get them to convert once they come to your site.

Look at your product or service.  No matter what you are trying to sell, whether it's laser hair removal or a london corporate event, you have to know your customer. Analyze any sales report information you have on similar products or services. Who is the main buying sector?  Are they young professionals?  Are they parents?  Are they busy top executives, homemakers, or students?   Where do they live?   What other things interest this demographic?  Are they hip and trendy, or more traditional in their outlook?  Are they wanting the “in” thing at any price, or tried and tested at a cost effective price? 

Once you know who your target buyer is, you will have a far better chance of being able to create marketing copy for your website that will appeal to what they want.  For example, if your target buyer is a 20-something single businessman, he’s probably more interested in what looks good and will attract positive attention than what the item costs.  He will be attracted by marketing campaigns that state “Stand Out From the Crowd” and “Lead the Pack” than he will by ones which just list features that can be found on other similar items online and elsewhere.  On the other hand, if your target buyer is busy mom on a tight financial budget then using marketing copy that has headlines such as “Need to Find Extra Time in Your Day?”  or “Increase your Time for Less Expense” (if these are appropriate to your product/service) are going to have them clicking to convert through to the next stage in your process.

Having identified your target demographic, you’ll not only be able to use this to increase your conversion rate, but you’ll also find that you are able to run a more effective advertising campaign where you put ads for your website in websites and other media where this demographic is likely to hang out – this is where the analysis of what interests this particular demographic has its main power.

It may seem like a lot of hard work to identify your target demographic, but you’ll find that it will increase not only your conversion rate, but your profit margins and so in the long term, the time spent will pay off.