Businesses deal with different customers every day. While customers in e-commerce aren’t seen, they have varying personalities and shopping behaviors. Therefore, it’s important to create your e-commerce buyer personas to understand your customers better and create effective sales and marketing strategies.
What Is A Buyer Persona?
A buyer persona or customer persona refers to a research-based profile that up your ideal customer. It answers the questions, “Who are your ideal customers?” and, “What do they love most about your products and services?”
Below are some helpful tips for creating your e-commerce buyer personas.
- Create A Buyer Persona Using An Agile Approach
Your e-commerce business can have multiple customer personas. Consumers can make buying decisions based on the approval and influence of other people, like their family and friends. Because of multiple personas, expect more people to please and more problems to solve. Therefore, it’s essential to have an agile approach when creating a buyer persona.
Here are the benefits of creating e-commerce personas using an agile approach:
- Makes Your Business More Versatile: Agile means going with the flow or finding a solution to emerging problems. There’s no definite rule because you create rules depending on what the situation requires.
- Makes Your Brand More Trustworthy: In creating a buyer persona, agile means taking into account every minute change and new behavior, feedback, and relevant data that can help establish the profiles of your ideal customers. No buyer persona fits all, but creating one can help you move closer to gaining customers’ trust, which is crucial in the buying journey.
- Makes You An Industry Leader: You’ve probably heard of apps or software programs that work based on the concept of agile. You can hire a professional to give you more in-depth details about this approach and show your target audience, investors, and other stakeholders that you embrace innovative solutions to grow your business. Learn more about agile services at easyagile.com.
- Develop A Great Content Strategy
Did you know that what your audience read or browse in your website could give you a bird’s eye view of what they need and want? One important aspect of creating buyer persona is determining the type of content your audience prefers to engage with. Hence, you need to develop a great content strategy.
Check these tips for developing a great content strategy to help you create buyer personas for your e-commerce business:
- Use Data Analytics: You can use the data analytics built in your website or a third-party analytics tool to check your web pages with the highest number of visitors. Review the types of web content you have for these highly visited web pages. From there, you can draw a conclusion of the type of content that can draw more leads to your e-commerce business.
- Update Content Regularly: One important step in creating an ultimate content strategy is creating a buyer persona, and vice versa. Therefore, you need to update your content on a regular basis to provide fresh content for your audience to relate and engage with. This way, you can pull relevant data based on their interaction with your website.
- Create Diverse Content Pieces: Because people have the natural tendency of wanting to belong or be a part of a group or a cause, they tend to engage more in businesses that can provide them this opportunity. Creating diverse content avoids boring your audience. Consumers tend to find satisfaction when they see something new and different. These things spark their curiosity.
- Continuous Monitoring
Once you’ve created your buyer personas, it doesn’t mean that you stop right there. Remember that consumers change their shopping habits and behaviors every time. One day they like your offers, the next day, they don’t find them enticing anymore.
The e-commerce world is tough and competitive. Hence, you should also continuously monitor these changes to benefit your e-commerce business. Here’s how to monitor buyer personas:
- Split Testing: Create two or more versions of buyer persona, and the same sales and marketing strategies for them. Find out which among them gain the highest number of leads and sales.
- Monitor Changes In A Spreadsheet: Create a spreadsheet file to help you monitor the changes in the shopping behavior and website activities of your customers. As a result,, you can keep track of their needs, wants, and other relevant data that can help you improve your sales and marketing campaigns.
- Continuous Follo-Up: It’s not enough to just know where your customers prefer to engage in your website. Continuous follow-ups and engagements are essential to establish solid buyer personas. By doing so, you’ll be able to gather relevant data to help you create buyer personas.
- Obtain User Feedback
About 90% of businesses fail to gather feedback, which hampers building good customer relationship. You can’t just assume that your customers will like your offers. Hence, it’s paramount to listen to what your audience wants to say.
The best people who can help you in creating buyer personas are your customers themselves. Of course, you can also solicit your frontline employees’ observations. Obtain their feedback, insights, suggestions, and opinions. Here’s how:
- Conduct A Survey: Your loyal customers will be more than happy to answer a quick survey for you. You can send them via e-mail or as a pop-up request when they visit your web pages.
- Interview: You can interview your loyal customers and ask them what they like and hate the most about your brand. It also pays to ask about their hobbies and interests. All of this relevant information can help you hone the qualities and expectations you have for your buyer personas.
- Make An Educated Guess: From the information you’ve gathered in your survey or interview, you can make a hypothesis or conclusion of what your buyer personas are like.
You can create buyer personas for your e-commerce business by taking an agile approach. Know where your audience prefer to stay and what they want to do to have a better idea how to kickstart your marketing efforts. Don’t neglect measuring your efforts to know your progress. Guide them in every stage of the sales funnel with continuous monitoring and follow-up. This way, you can attain your e-commerce business goals.