Find more articles in this series here.
Ever tried selling ice to an Eskimo? I did, once, during a school fundraiser. Spoiler alert: it didn't go well. But it taught me an invaluable lesson about knowing your audience, one that also applies when optimising content for e-commerce websites.
In the vast sea of online shopping, how do you ensure your product doesn't just float by unnoticed? The core issue is that many e-commerce sites craft one-size-fits-all content that fails to engage any specific group effectively. It's like trying to hit a bullseye in the dark.
Tailor Your Content
The secret sauce? Understanding your audience deeply and creating content that feels like it's speaking directly to them. Here's how:
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Conduct Surveys and Use Analytics Tools:
These are your night-vision goggles. They help you see who's actually interested in your products, from demographics to shopping behaviors. -
Create Buyer Personas:
Imagine having a coffee with your ideal customer. What would they be like? Crafting detailed personas helps personalize your content strategy. -
Monitor Social Media and Forums:
This is like eavesdropping at a party to understand the latest gossip—except it's totally acceptable and incredibly useful for catching the language and concerns of your target audience. -
Use Feedback and Reviews:
Customer feedback is gold. It tells you what's working and what's not, straight from the horse's mouth. -
Stay Updated:
Trends and preferences change. Keep your ear to the ground to adapt your content strategy accordingly. -
Know Your Audience, Know Your Approach:
Technical facts might dazzle some, while others prefer stories they can relate to. There's no one-size-fits-all advice here—knowing your audience is key.
In previous articles in this series we have talked about "scannable content" as well as "story telling in product descriptions" as valid ways to engage with your customer. These aren't contradicting articles -- they are valid approaches to take when they apply to whomever your are targeting as your adience.
Practical Examples: The Good, The Bad, and The Better
Here are some examples of how for different groups one approach can be better than the other.
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Example 1: Tech Gadgets
- Poor Approach: A generic product description focusing on specifications.
- Better Approach: For tech enthusiasts, dive deep into specs and performance comparisons. For lifestyle buyers, highlight how the gadget fits into their daily routine or enhances their personal life.
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Example 2: Fashion Retail
- Poor Approach: Listing product materials and dimensions only.
- Better Approach: Create vivid, relatable scenarios for the fashion-forward crowd, explaining how the piece complements various occasions. For practical shoppers, detail the durability, care instructions, and versatility of the piece.
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Example 3: Home Decor
- Poor Approach: Only showcasing professional, staged photos.
- Better Approach: Mix professional shots with customer photos and stories to show how the products fit into real, diverse living spaces. Highlight customer testimonials that speak to both aesthetic appeal and functionality.
Parting words
Remember my ice-selling fiasco? It taught me that knowing your audience isn't just about avoiding failure; it's about setting the stage for genuine connections and success. In e-commerce, understanding and catering to your audience's specific needs and preferences can transform your content from forgettable to irresistible. So grab those night-vision goggles and start tailoring your content strategy today. Your audience—and your bottom line—will thank you.
