How to really understand your customers: Target group analysis for online stores

Aktualisiert am 15. March 2024 von Michael Horn

Effective target group analysis is the key to success for any online store. It helps to develop a deep understanding of potential customers and thus to optimally tailor marketing strategies and product offerings to their needs. In this article, you will learn how to carry out a comprehensive target group analysis for your online store.

Step 1: Collect demographic information

The first step is to collect demographic information about your potential customers. This includes data such as age, gender, income, education level and marital status. This information will give you an initial overview of who your target group is. Tools such as Google Analytics or surveys on your website can help you collect this data. It is important to understand that demographic data forms the basis of your analysis and helps you to develop a basic understanding of your target audience.

Start by collecting basic demographic information about your potential customers. These include:

  • Age: Determine the age group most likely to buy your products.
  • Gender: Understand whether your product appeals more to men, women or both genders.
  • Income: Identify the income bracket of your target audience to customize pricing strategies.
  • Educational level: Recognize the educational level that could be relevant for your product offering.
  • Family status: Consider whether your products are more suitable for individuals, couples or families.

Step 2: Collect psychographic data

Once you have created a demographic profile of your target audience, the next step is to understand their psychographic characteristics. This relates to the values, interests, hobbies and lifestyle of your potential customers. Psychographic data helps you to understand why someone buys a product. This information can be collected through direct surveys, social media and customer feedback. These insights are crucial to creating customized marketing messages that resonate.

Psychographic data provides insights into the values, interests, hobbies and lifestyle of your target group. To record these, you should consider the following:

  • Values and beliefs: What is important to your target group in life?
  • Interests and hobbies: What activities does your target group prefer in their free time?
  • Lifestyle: How does your target group live, and which products suit them?

Step 3: Consider behavioral information

The purchasing behavior and online interactions of your target group are also important data points. This includes information about how customers interact with your online store, which products they prefer, how often they buy and how they make decisions. Analyzing behavioral data can help you develop more effective marketing strategies and improve the customer experience in your online store. Tools such as Google Analytics offer deep insights into the behavior of your website visitors:

  • Buying habits: How often and on what occasions does your target group shop online?
  • Shopping preferences: Does your target group prefer certain product categories or brands?
  • Online interactions: How does your target group interact with your online store and social media channels?

Step 4: Create personas

With the demographic, psychographic and behavioral information collected, you can now create detailed customer personas. A persona is a semi-fictional profile of your ideal customer, based on real data and some assumed characteristics. Personas help you personalize your marketing and sales strategies by giving you a clearer picture of who your customers are and what they need.

Step 5: Regularly update the personas

The needs and interests of your target group can change over time. It is therefore important to regularly review and update the personas created. This ensures that your marketing strategies and product offerings remain relevant and appealing to your target audience. Schedule regular reviews to make adjustments based on new data or changes in the market.


A thorough target group analysis is essential for the success of an online store. It enables you to tailor your marketing strategies and product offerings to the specific needs and wishes of your customers. By collecting demographic, psychographic and behavioral information, creating personas and updating them regularly, you can build a strong connection with your target audience and lead your online store to success.


How do I find demographic information about my target group? Demographic information can be obtained through market research, customer surveys and analyzing website data.

Why is psychographic data important? Psychographic data helps to understand the motivations and preferences of your target group, which is essential for targeted marketing.

How often should I update my personas? It is advisable to review and adapt your personas at least once a year or when there are major changes in the market or your offering.

Sources: [2] [3] [4] [5]

Aktualisiert am 15. March 2024 von Michael Horn

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