Target group analysis for conversion rate optimization

Aktualisiert am 8. March 2024 von Michael Horn

Effective target group analysis is crucial for conversion rate optimization (CRO). It helps to better align your online marketing strategy with the needs and interests of your target group, which in turn leads to a higher conversion rate. In this article, you will learn how to carry out a targeted audience analysis and use it for CRO.

1. define your target group

Before you carry out a detailed analysis, it is important to define your target group. Think about who your ideal customers are and what characterizes them. Take into account demographic factors such as age, gender, education, occupation and geographical location as well as psychographic factors such as interests, values and purchasing behavior.

Example:

Age: 25-45 years
Gender: Male and female
Education: University degree
Profession: Marketing employee
Interests: Online marketing, SEO, web design

2. collect and analyze data

Collect data about your target group to gain a better understanding of their needs and behaviors. You can use various sources to collect this information:

Web analytics tools: Use tools like Google Analytics to collect data about your website visitors, such as demographic information, interests and behaviors.
Customer surveys: Conduct surveys or interviews with your existing customers to better understand their opinions, needs and preferences.
Market research: Use existing market research reports and industry studies to obtain information about your target group and their behavior.

Analyze the collected data to gain a deeper understanding of your target group and identify possible optimization potential for your website or online store.

3. create buyer personas

Based on the collected data and your target group definition, you can create buyer personas. Buyer personas are fictitious but realistic representations of your ideal customers that help to better align your marketing strategy with the needs and interests of your target group.

For each buyer persona, you should record information such as demographic characteristics, interests, needs, behaviors and possible objections or concerns. Create a concrete profile for each persona, which serves as the basis for your further marketing and CRO measures.

4. optimize your website and your marketing strategy

Use the findings from the target group analysis and the buyer personas to optimize your website and your online marketing strategy in a targeted manner and thus increase the conversion rate:

Website design: Design your website so that it appeals to the needs and preferences of your target group. Pay attention to aspects such as colors, fonts, images and layout.
Content: Create target group-specific content that addresses the interests, needs and questions of your target group. Pay attention to a clear structure, understandable language and appealing formulations.
Call-to-action: Design call-to-action elements (CTAs) in such a way that they are appealing and relevant to your target group. Experiment with different formulations, designs and placements to find out what works best.
Landing pages: Develop special landing pages for different buyer personas or segments of your target group to achieve greater relevance and therefore a higher conversion rate.
Online marketing channels: Select the right online marketing channels for your target group and adapt your marketing strategy accordingly. Consider both organic channels such as SEO and content marketing as well as paid channels such as Google Ads or social media advertising.

5. test and analyze your optimization measures

In order to measure and further improve the success of your optimization measures, it is important to continuously test and analyze:

A/B tests: Carry out A/B tests to compare different variants of design elements, content or CTAs and find out which version achieves the best results.
Web analytics tools: Use web analysis tools such as Google Analytics again to measure the impact of your optimization measures on the conversion rate and other relevant key figures.
Customer feedback: Collect regular feedback from your customers to find out which optimizations are particularly well received and which areas still offer potential for improvement.

By continuously adapting and optimizing your website and your marketing strategy based on the target group analysis and the insights gained, you can sustainably increase the conversion rate and thus ensure the success of your online business.