10th November, 2023
In this guide, we’ll look at some of the best techniques for better understanding your target market and applying this knowledge as practical methods of how to increase sales in online retail.
Like any eCommerce leader, you probably carried out an audience research project when your business first started.
However, a lot can happen following a business’s inception, and you may need to revisit the way you’ve defined your target market.
This ensures you’re as well-informed as possible before you start analysing your audience.
Before you think about carrying out any analysis, it’s worth revisiting the way you’ve defined your target market. Make sure this information reflects the current state of your online store.
To re-familiarise yourself with who your target market is:
Getting re-acquainted with the people who are shopping with your brand is the first step towards building a thorough understanding of their wants, needs, and challenges.
Carrying on from your initial audience research, you should try to segment your target audience into more specific customer personas.
Use these profiles to better visualise how customers will interact and make more informed decisions as a result.
Getting to know these personas as if they were real people, will build your understanding of each customer segment’s journey.
This will inform decisions that will create a better customer experience across all segments of your audience.
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The basic process of A/B testing involves choosing something that you’re going to test, for example, a different page headline or button position, then using an A/B testing tool to randomly vary which version of the page shoppers are shown when they visit your site.
From there, collect data showing how your site visitors interacted with different versions of the site, such as time spent on page, hyperlinks and other elements interacted with, scroll distance, and more.
A/B testing tools can offer a powerful method of understanding how your target market interacts with your site.
If you’re looking to try A/B testing for the first time, just be sure of two things:
Data on the way people interact with your site can be immensely useful, but also has its limits.
Customer satisfaction surveys are a great way to gather more direct feedback on how well you’re meeting your customers’ needs.
Also, you’ll find new opportunities to improve the online shopping experience.
Additionally, you’ll be able to harvest more data on the kinds of audience segments who are buying your products.
Moreover, the kinds of people who are most satisfied by the products and online experience you’re providing.
Tools like SurveyMonkey can make it easier to build, distribute, and analyse surveys. One of the biggest challenges of surveys is getting customers to take time to do them.
A few good ways to improve the response rate from your surveys include:
Knowing how to increase retail online sales requires a thorough understanding of the people who are already interacting with your brand, and new shoppers who are looking for an eCommerce store like yours.
We hope this quick online retail guide has given you a strong starting point as you learn who your audience is, how they interact with your site, and what they want to see from you.