Study shows you how to target your ideal customer
A new online study byMcKinney and Media Metrix at http://www.prnewswire.co.uk/cgi/news/release?id=44955 breaks internet users into 6 groups, based on their online habits.
This study can help you zero in on your group or tribe in a way that raw analytics can’t. Site stats and Google Analytics can give you lots of good information about visitors, such as where they came from, unique visits and even demographic information. While all that information is useful, there’s another static they can’t give you; the users motivation for coming to your site.
This new study breaks down the reason people come to the Internet. It segments the users based on time online, pages and domains accessed and the amount of time spent per web page. The study broke users into six segments. They are:
* Simplifiers
* Surfers
* Connectors
* Bargainers
* Routiners
* Sportsters
Let’s take a look at what the study found out about each of these segments and consider where and how to reach your market.
Over the next six posts I’ll discuss each group of users and give you marketing or business suggestions to help you target each group.
The first one is: Simplifiers
Simplifiers use the Internet to make their lives easier. They come online with a specific purpose in mind. Buying a book for example, they just want to purchase it quick and easy. Simplifiers spend less time online that most – about 7 hours a month. On the flip side they have the longest tenure on the net 49% have been using the Internet for 5 years or longer.
OK – but here is the real take away about Simplifiers – they account for over half the total transactions online! If you are in the retail sector you must provide these users with an easy to use platform, or “end to end convince.”
Simplifiers generally don’t care about coupons or comparison sites, they don’t want to read long sales copy, and are not likely to spend time socializing online. If you want to target this group, don’t expect a banner ad on Facebook to work. You may need to use social media sites to build your links, and create an authority ranking with the Search Engines, but don’t expect to engage with this group via Twitter. Simplifiers will be the ones most likely to do a Google/Yahoo/MSN search and choose the top results. Once you have a Simplifier make sure you provide them with clean navigation tools and an easy to use check-out system or they’ll leave. To build their loyalty make sure these users don’t have to jump through hoops to buy from you. Amazon.com accommodates to this group beautifully with their ‘one click check out.’
Check out the next post about Surfers. And, please feel free to leave a comment or suggestion about how you might target a Smiplifier.
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