Customer comprehension is a variant that is tricky to deal with. How do you teach someone that "thinks" they know exactly who their customer is, but they are completely off base?

You have to follow certain metrics that prove that you understand exactly who your customer is. These are the determining factors at it comes down to how well you know your niche. Your answer should be YES to the following questions:

(1) Do you read regularly about your niche?
(2) Can you effectively communicate with others in your niche?
(3) Do you comprehend customers issues?
(4) Can you come up with your own "pros and cons" for each customer situation (product, service, etc)?
(5) Do you understand the core problems within your niche?

You should comprehend all of these, if you don't, then you need to spend some time in the trenches learning about your niche and the customer idiosyncrasies. Let's look at an example.

If you were selling golf clubs..

If you are trying to sell golf clubs online, where would you start? What keywords would you try to target?

If you were to deliver traffic coming from general keywords like "golf" or even a keyword phrase like "golf clubs", chances are you would have a low conversion rate. The reason that "golf clubs" won't convert is because you're picking up this visitor too early in the purchasing life cycle.

At this point, they are typically looking for information about golf clubs, and you cannot make an assumption as to what they are looking for. Perhaps they want to see what a golf club looks like so they can draw it...who knows. Chances are at this point they are not ready to buy, and will usually perform several more searches before they do decide to make a purchasing decision..

Let's drill down a little more and catch someone a little further along in the purchasing lifecycle. We now know that "golf" & "golf clubs" won't convert very high. After visiting a few forums, you can easily discover that people are searching for irons, putters, drivers, wedges, or specialize clubs. So, chances are that the keyword "golf clubs" (although seemingly targeted) is actually way too broad.

If you start promoting here, it will take a lot more work to actually sell than if you were to dig a little deeper into the purchasing lifecycle.

Drivers, wedges, irons, and putters are still too broad and people will want to learn about brand names, types, loft, and reviews before they make a purchase. That is where you can capture people at the "decision phase".

Ideally, you would hyper-target someone who types in Taylor Made r5 Driver, or someone who is searching for a 56 degree Cleveland Gap Wedge. People that are searching these terms are very far along in the lifecycle and it will take far less effort than someone that is searching for "golf clubs" to convert them into buyers.

And the ultimate search terms, the ones where the person is in the "action phase" would be terms like:

  • where do I buy Taylor Made r5 Driver
  • best deal on Taylor Made r5 Driver
  • buy Taylor Made r5 Driver online
  • Taylor Made r5 Driver ebay
  • purchase Taylor Made r5 Driver
Again, it is much more work to walk someone through all the stages of the life-cycle, and typically requires several follow-ups or points of contact, but there is a much larger audience. The key is to understand who your customer is and understand what they are really looking for (ex. understanding all the types of golf clubs if you are promoting golf clubs).


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amcg Premium
I am confused about one question when following metrics to prove that you know exactly who your customer is.

questions 4) Can you come up with your own pros and cons for each customer situation? Product Service.


Can anyone clarify this better for me? I believe this is from lesson 4 of the Customer Purchasing Lifecycle.

Thanks!
Anna
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cramervod Premium
You need to figure out why people buy what they buy so that way you can determine their motivations.

For making more money what the person really wants to do is something specific with that new income. That is what would motivate a person to learn how to make more money.

When you figure out what your target audience wants to do with more money, you figure out the exact type of situations to create stories about.

That is what shows people that they can gain more life experiences if they would make a change with their situation.
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amcg Premium
@cramervod! Thank you for clarifying!!
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nathaniell Premium Plus
Just reading this now, and it was a bit of confusing phrasing! He's talking about how well you know your niche. The question basically means can you think like your customers?

ie. Can you put yourself in your customer's shoes and imagine what are the things your customer is thinking when they get ready to purchase something. They may be concerned about certain things, or excited about certain things.

As you get to know your niche better, you'll understand more about what the customer (the person reading your website) is thinking at different phrases of the purchase cycle.

Hope that helps Anna!
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KevinWalton Premium
OK I’m a one off here as I’m struggling to understand how customer comprehension works in practice? How do I determine:

1.Who my customer is?
2.What they often purchase?
3.Why they purchase online?

This makes no sense at all to me. I get that I need customers to sell to and create profit through trust but how do I understand them. What’s to understand?

Again, promoting what you think people want .... I don’t get it! We have a website with good keyword rich content about your chosen niche which customers have visited. Don’t make assumptions on your customers .... about what?

Customers visit your site because you have targeted them through good research and keyword rich content. I’m really struggling to break this down into practice terms so any help greatly appreciated please.

Thanks.

Kevin
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JKulk1 Premium
Hi Kevin. Your customer will be the person interested in your niche. For example my niche is beginner gardeners so my customer will be those people just starting to get into gardening and looking for ideas.By writing articles about that subject, for example, how to build a garden bed, DIY lawns, different gardening aspects etc. I get my customers trust. They see that my site is not only about making money but actually wants to inform me.
I then complete one review page on gardening products to every three to four information pages.
People will type questions into Google (hence keywords come into play) asking about certain situations. I know, because I have always done this myself. They might ask "How do I start a cottage garden" and BAM!! my blog on cottage gardens comes up high in the rankings for them to see (well not always). But that's the idea.
To your question, Why would people buy online.? More and more are doing this, I do this, its easier and efficient.
I have had people ask me "Why wouldn't a customer go straight to Amazon?" Well some do, but others don't. If there was no money to be made in this form of affiliate marketing ,why would you suppose Amazon would even bother with an affiliate marketing program? Jim
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KevinWalton Premium
Thanks very much Jim I was definitely overthinking this as what you say makes perfect sense which I understand very well. Thanks again.

Kev
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PKraenzel Premium
thanks that was a good tip and something new again to learn
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Sandy2019 Premium
So interesting - as I go through these sessions - I smile at myself thinking about my on-line experiences..... and yes I guess I've been a product-centric, committed, loyal, online joy, for many providers over many years now..... and here I am about to share the other side - One more of life's lessons - work to understand the full circle - and the responsibilities of this other side !
Sandy
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JRandZen Premium
Excellent training. As I was reading, I cannot help but relate it to my experience. Unconsciously, I went through the stages of the Customer Purchase Lifecycle from the time I searched the net for online business ideas, finding WA, researching, taking the plunge into the free membership and eventually deciding to go Premium.
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Dynamite96 Premium
Very informative article, in fact all the facts outlined above about a customer are what i would also do if i am in their shoes.Thanks once more for reminding us about these facts as they will help us to remember that we receive what we give, that is if we provide the best information to our customers about certain products we shall surely rejoice at the end as they will return the favor through buying the products.
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