Want higher conversion rates for your ecommerce store?
I have 1 word for you: micro-targeting!
What is micro-targeting about?
You and I know the competition in ecommerce is tremendous. A great way for you to establish online territory (and increase your conversion rate) quickly is by aiming for the smallest possible territories (niches). The chance that somebody else is trying to appeal to the same people is lower.
That’s exactly what micro-targeting is: Trying to appeal to the smallest possible customer niche(s) in your industry.
We can say that in ecommerce business, you'd better be the big fish in a small pond, rather than the small fish in a big pond.
For example: Instead of targeting “young women”, you can target “young women aged between 18-20 who wear plus size clothes”. The more specific you get, the better.
Why will micro-targeting work for you?
As Peep Laja from Conversion XL put it:
Serious gains in conversions don’t come from psychological trickery, but from analyzing what your customers really need, the language that resonates with them and how they want to buy it. It’s about relevancy and perceived value of the total offer.
Micro-targeting will help you find the language that resonates with your potential customers and make them feel that your store is especially designed for them.
How can you put micro-targeting to practice?
Action 1: Identify the niches that you can serve
- What products are you selling?
- What potential groups of people can be interested in your products? Chances are that you can micro-target more than one niche, which is great! Write down as many specific small groups of potential customers as possible. You can also use the demographics data from Google Analytics, if you have trouble doing this. For example: If you're selling backpacks, you might have the following small niches in your customer base: “school aged children's parents”, “teenage boys' parents”, “teenage girls' parents” and so on.
- When will they purchase the product? Are there any seasons when these people are most likely to purchase your products? Are there any special occasions? e.g. The “back to school” season (before, during and after the start of the school year).
Action 2: Find your potential customers online
- Find where these people hang out online, e.g. mom message boards
- Analyze a few of the forum topics. Save all of the information you acquire in a text file. The best thing you can do is to literally copy/paste from your potential customers' posts. Look for answers to these questions:
- What do they recommend to each other? e.g. find topics where moms discuss backpacks and note what brands or types of backpacks they recommend to each other.
- What do they like about products like yours? e.g. What features are they looking for in backpacks?
- What concerns do they have about products like yours? e.g. Perhaps they are worried that the backpack may not be water resistant.
Action 3: Improve your product copy
Based on the data you collected in step 2, improve your product copy—highlight the features that your potential customers are looking for and alleviate their concerns.
Action 4: Improve your SEO
The data you collected in step 2 (the copy/pasted text) can help you improve your SEO, too. To micro-target an audience you need to use more long-tail keywords in the product copy and product titles.
The more specific (long-tail) keywords you're using, the easier it will be for you to rank high for these keywords (following the big fish in a small pond idea).
In the next article of the series I'll cover 1 more action to improve your sales.
Don’t miss the next post! Sign up to the mailing list below now.
Have any questions about micro-targeting? Already tried it? Leave a comment.