Traffic on a business website can be segmented into multiple “website visitor personas”. Identifying the site visitor personas can lead marketers to advertising messaging, and webpage design which perform more efficiently.
We use are a number of methods to identify website visitor personas. All of them rely upon a baseline understanding of the product marketing aspects of the business. With that in hand, we use web analytics, competitors, industry data, and sales related information. Visitor personas are considered “theories” until we confirm them with data.
Once the predominant site visitor personas are understood and confirmed, there will be less guesswork in your marketing. Often creative “marketing experiments” for your website and marketing/advertising campaigns become obvious.