Who Are You, Dear Website User?

To make the idea work, we need to direct our message to the right audience—those who will be interested in our offer. We could, of course, assume that by broadcasting „urbi et orbi”—to the entire world—someone out there in the masses will be interested. However, this is not a very effective method, and even the biggest brands cannot afford to take this approach.

Here, we encounter a new Polish word: “target,” meaning the target group. The more precisely defined it is, the higher the likelihood that our website will convert more frequently (bring in profit).

There are various ways to target. Sometimes defining the audience by age, location, or the amount of money in their wallets works. However, it is often worth considering a behavioral approach to defining your target group. Why would someone be searching for our website, our offer, or wanting to contact us? Perhaps our service is the answer to their problems, or maybe the potential customer is looking for a product that only you have.

Or maybe you need to apply „a mix,” combining demographic criteria with behavioral ones?

Answers to these and other questions help define the „people”—that mythical target group of users who, upon entering the website, will exclaim, „Yes, this is for me.”

I wish you and myself as many such exclamations as possible.