How do you tune your website to focus on your best customers? You do this by creating a behavioral profile of your best buyer.  Behavior is considered the best way to predict future actions, so understanding what drives behavior is critical. By creating a “best buyer persona” you can effectively market to this group. It helps you to design into your site value, trust and persuasion to purchase . This helps in converting traffic into customers.

Start by creating 3-5 customer segments that are your major buyers of what you offer. Prioritize these groups from best to least desirable for you in terms of profitability, repeat buying and your ability to please them with your service. Use your own formula for what is best for your company. More on user personas.

Focus on your “best buyers” but you will want to apply these same ideas to your other customers, you just want to put the focus and emphasis on your best buyers.

Start by asking a few questions about this group.

1. What problem, goal or need is driving them to search for your product?
2. What is the main obstacle that might stop them from choosing what you sell?
3. What one thing is most likely to persuade this group to immediately buy once they learn this about your product?

Think of your best buyer persona as a character. Define their job position, demographics and education. What are their buying criteria? What is their role in the buying process? How do they reach a decision? How skilled are they? You want to develop your character’s personality around traits that show how your character views the world, speak, thinks, and acts.

Developing a persona is meant to create empathy and understanding for your buyer’s situation, feelings and motives. Once you personalize this into a user persona, your team can best create a selling strategy for your best buyers. Decide what call to action will be most effective with this group.

Related posts:

1. User Persona: Developing a Website Visitor Profile
2. B2B vs. B2C Marketing
3. Keyword Research 101: How to Select Keyword Phrases for Buyers
4. Keywords to Target Buyers
5. User Persona: A tool to increase Conversion