In Part One of ‘User feedback for improved conversions’, we talked about actively gathering customer feedback to create accurate user personas and identify with users. In part two, I want to focus on the mountain of data available in Google Analytics – and how you can use Social Media Analytics to compliment it – to segment your users and create copy that really speaks to them.
Using Google Analytics to segment your audience
Audience demographics in GA will help identify the age, gender and location of your audience. Copy that works for one demographic won’t necessarily work well for all, and so you’d do well to pinpoint where the majority of your conversions come from and target this.
The ‘Interests’ tab is useful in continuing to build up your user personas by suggesting what they’re interested in. Use the Affinity Category to reach out to prospective customers to notify them of your brand. They include a huge range of broad, top-level categories such as TV Lovers, Health & Fitness Buffs or Political Junkies. These users appear higher in the conversion funnel. The In-Market Segment looks at users further along that conversion funnel and helps identify users focussing on a particular product or service. The ‘Other Categories’ tab is more granular and feature users not in any of the other categories. If you’re using goals in GA (and golly, you should be), this report will reveal which segment is most likely to convert and voilà – you can tailor your content toward those interests and encourage more conversions.
Depending on your levels of referral traffic, it might be worth visiting the Referral Traffic tab under ‘Acquisition’. If you get a lot of referrals from one particular source, it’s worth going to see what they’re doing that’s obviously tuned-in to what your users want.
Back Up Google Analytics Data With Social Media Analytics
Twitter Analytics doesn’t drill-down so far as GA does, however it will help provide a little insight into how your Tweets resonate with your audience as well as who they actually are. Use the ‘Followers’ tab to see what their interests are, their location and the split between Male and Female as well as other people they follow. You can use the ‘Tweets’ tab to see how your tweets fair in terms of impressions and, of course, conversions.
Facebook Insights goes further than GA and Twitter in that you have access to the personal data provided by all users of Facebook, just your Page or events, or a saved audience. You can easily identify if or how your Facebook audience differ to that of the rest of your site, which’ll make tailoring content for those users much more straight forward.
It’s fair to assume that your users, on the whole, are all interested in what you’re offering, else why’d they come to your site in the first place? Thing is, each user has their own specific goal. Here’s my
completely unbiased example:
Browser Media is a digital marketing agency – our content is therefore focussed on digital marketing as a whole. As well as our utterly fantastic inbound marketing services, we are also a great resource of knowledge, whether that’s for the young intern needing to understand the basics, or for the marketing veteran looking for advice on any given topic in the field.
We aim to cater for all levels of experience, as well as specific areas of interest – reading this, you might well be focussed on learning more about Conversion Rate Optimisation, but another user could be looking for PPC Management, or insight into SEO strategy.
Segmenting your audience by interest in GA and backing it up (or further justifying) your actions with information from your social media profiles will give you a well-rounded picture of your users. By understanding them better, you’re in a far stronger position to be creating content the love.