Most people don't buy products just to spend money.
They're actually looking for solutions to their problems. Instead of looking at it from your point of view, try to look at it from your customer's point of view. Once you have the customer in mind, you can create a site and message that resonate with your customer. One of the ways that you can figure out your audience is to create personas. Personas are representations of your customers. Instead of saying our customers are middle-aged women, which is really broad, you can go into much greater detail and talk about their likes and dislikes, their occupation, or anything really. As long as it helps you define your customer.
If you're selling yoga mats, the entry-level yogi doesn't know all that much about mats, they've probably used one in their local studio a few times but they don't really know which material is best. That means if you're catering to beginners, you may need to provide additional information about the materials of the mat. An experienced yogi probably already knows what type of mat they like and they're more interested in social proof. They may listen to podcasts and recognize respect industry experts. So highlighting testimonials from experts would help sell your product to those customers. Depending on how you use your valuable screen real estate, you'll start to cater to a particular group. If you look at how Yoga Direct sells yoga equipment, they take a very sales-driven approach, there's a sale menu item and it's in red, contrasting with the rest of the menu. On their product pages, they show you the price and the main image of the product. You have to scroll down to get to any more information. They focus on the price, which is great for people just getting into yoga, who want to explore it a bit more without spending too much. Ula Sport is targeting a completely different audience. Ula Sport is a very custom store, everything is minimalistic, sleek, and sharp. When you first load the site, they do a really good job of communicating the experience. You don't see any offers, instead, you see an image of someone using their product alongside a quote you might actually hear in a yoga class. In their store, they're focusing on the experience that you'll have after you buy the product. You'll be free, you'll be comfortable, and you'll be able to get into advanced poses. Neither website is better, Ula provides a premium experience and Yoga Direct has affordable yoga clothing and a wide selection.
Both of these business models can be very profitable. These two sites have a narrow focus and are targeted for specific personas. One of the biggest mistakes is trying to target everyone.
There's a Russian proverb that says,
"If you chase two rabbits, you will not catch either one."
That's why you should try to focus on just one of your personas. You're going to get a much wider variety of customers no doubt, but by focusing on one persona, you'll have a much higher chance of connecting to that customer. When you're creating personas, you can add details to each one. And each detail will help you make a decision down the road. For example, what do they like to do in their free time? If you think your audience spends their free time outdoors, you probably shouldn't buy TV ads. It may instead be helpful to sponsor a local event, where these people will be out and about. On the flip side, if you think your audience enjoys resting at home after work, a TV commercial will be appropriate. Does your audience like to get up early to work out? If so, you may want to send out your newsletter at 7 a.m., so they read it right after they work out. It also means you shouldn't have any late-night webinars. As they may already be getting ready for bed. And how much experience do they have? If they don't have a ton of experience, you may want to create an e-mail or online course that explains everything to them in bite-sized pieces. That same instruction might be a waste of time for someone who is very experienced. If you want to know more about creating personas,
Planning these out ahead of time is really important, if you set your heart on a specific WordPress theme before thinking about your audience, you may pick something that looks pretty but doesn't resonate. Don't be afraid to write all the qualities of your persona and print it out or pin it up near your computer. It's a helpful reminder as you're picking platforms, themes, colors, logos, or even the features in your commerce platform. You can always update that persona as you learn more about them.