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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 8. Getting to Know Your Audience

In This Chapter

  • Finding out what a customer profile is

  • Using marketing segment and personas to your advantage

  • Surfing where your customers surf

  • Understanding customer buying habits

  • Translating the buying process into your landing page

Before you can really develop your landing page into a successful online business, you have to see your page through the eyes of your customers and put yourself in their shoes. (Okay, not literally because the technology for inhabiting the body of another person hasn't been developed; we just mean you really really need to understand the perspective of your potential customers to be able to design a landing page for their needs.)

To be able to get this perspective, you have to be completely clear about who your target customers are and what your demographics are. Many landing page developers simply aim at large groups of potential customers, which often leads to unfocussed, generic landing pages. This chapter is all about finding your customers and getting into their heads. (Again, not literally. No Vulcan mind melds here.)

The chapter begins by discussing customer profiling and how you use it to customize landing pages. We examine how customer demographics affect your landing pages, where to find untapped customers, and how developing a mental picture of your virtual customer gives you valuable insights to improving your landing page conversions.

Tip

When you're thinking of an ideal customer for your product, think individually; ...

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