Online target groups and their needs

We answer the following questions:

• Who is the aimed visitor of your website or online shop?
• And what are his needs?

In most companies marketing target groups are a given, enduring factor. However, it’s necessary to translate these groups in a specific way to online marketing target groups.

The visitor is the central factor

This online target group, or visitor of your website or online shop is always the most important factor when it comes to the degree of gaining online success. At all times, the visitor must know where he is on the website, what the possibilities are, what next steps he can take, and most important: what the site can offer him. Besides your company’s own needs and objectives, the visitor’s should always take the central place in the design process.

Translation of target groups to personas

But who is the end user of your website or online shop really? And what are his needs? To get a good view on this, we translate the marketing target groups to online specific target group segments: the personas. These are fictional but representative user archetypes for the new website or shop to be designed. Each persona gets his or her own name, picture, character, attitude, goals and needs. These profiles are based on assumptions and/or customer survey results. They can also form the basis for (possible) user scenarios and user research.