In the offline world first impressions are obviously important, but in the online world they are flat-out essential! For example, research by HubSpot has found that 55 percent of visitors spend fewer than 15 seconds on a website before heading for the exits (i.e. “bouncing”). And the folks at SiteProNews.com shave that time by nearly 50 percent, saying that websites have all of 8 seconds to make a favorable impression.
Does this mean that visitors are fickle and unfocused? Not at all. It means that they have very little tolerance (8-15 seconds’ worth!) for what they deem to be an irrelevant or unimpressive experience. But the opposite is also true: websites that separate themselves from the pack by delivering an optimized and personalized experience enjoy dramatically lower bounce rates, higher average time-on-site rates, and more conversions (i.e. visitors doing things that usher them forward on the buyer’s journey). That’s where market research enters the picture and makes all the difference.
Below, we highlight the 3 key ways that market research optimizes and personalizes web content, and ultimately turns more visitors into profitable customers:
1. Market research reveals your target audiences’ most urgent and pressing concerns (i.e. “pain points”).
These insights can be leveraged in many ways, including (but not limited to) crafting web content that is relevant, informative and engaging. Furthermore, market research identifies all potential customer groups, and not just conventional ones. This can lead to creating additional web pages, or separate websites/microsites that cater to different audiences.]
2. Market research reveals a deeper picture of target market behavior and mindset.
Market research highlights where visitors are coming from, what devices they are using, and what their mindset and expectations are when they reach a website. These insights directly influence and improve web content (quantity, quality and coverage), and supports additional applications such as marketing campaigns, product positioning, sales training, and more.
3. Market research drives SEO, PPC and keyword strategy.
While tens of millions of businesses vie for search engine dominance – or at least, visibility – the SEO and PPC game is consistently won by a very small number of businesses that use market research (in addition to other smart strategies) to identify and refine their keyword strategy. Rather than experimenting and hoping for the best, market research empowers businesses with hard scientific data to make faster, better decisions.
Learn More
To learn more about how market research helps optimize and personalize your web content, contact us today and set up a quick chat with our co-CEO Colson Steber. Colson will be able to provide recommendations tailored to your business to help set you up for success!
For more information on market research and how to communicate the value of it to your clients, download our FREE eBook:
