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Conversion Optimization by Ayat Shukairy, Khalid Saleh

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Chapter 3. Getting to Know Your Customers: Developing Personas

IN CONVERSION OPTIMIZATION, THE VISITOR IS KING.

As the past two chapters have suggested, customers are at the center of the conversion optimization story. Getting to know your customers is the first step in the Conversion Framework because, after all, you’re trying to please and persuade them. Most companies are aware of the importance of knowing their customers, but few understand what “knowing their customers” entails, especially online.

Companies generally face one of two challenges when it comes to integrating their marketing data into their selling process:

  • Smaller companies do not have the know-how or the means to conduct market research to identify and segment their market effectively. Some of them might not appreciate the value that market research brings to their business. As a result, they must make assumptions about their customers, which could be wrong. They might also be missing important segments that can generate a large amount of revenue for their business.

  • On the other end of the spectrum, many mid-size to large businesses have tons of market information but do not know what to do with it online. They are not able to integrate that data into actionable insights that can be implemented in their online marketing campaigns or on their websites.

Regardless of the size of the company, the overwhelming question is: how do you use marketing data to ensure that the website’s copy, design, navigation, and overall ...

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