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Understanding the Audience3:30 with Nick Pettit
In order to successfully reach the goals you've set for a website, you have to understand the target audience.
In order to successfully reach the goals you've set for 0:00 a website you have to understand the target audience, 0:03 that means taking the time to learn about the people that will be using the website. 0:07 The more information you can uncover the better, 0:12 because it will help you make more informed design decisions. 0:14 For example, the way you'd most effectively communicate to a child 0:19 is different than the way you might communicate to a young adult, 0:23 which is also different from a way you might talk to a senior citizen. 0:27 Who is your audience, you should try to gather demographic information like 0:33 location, age ranges, gender, or income level. 0:37 This will help you make better guesses about what types of design and 0:41 language they will understand. 0:45 For example, if you're marketing a product intended for 0:47 young adults you could interview them about how they use the web. 0:51 You'll probably find that they use social media frequently, this information 0:55 can influence how you communicate with them and what you put on your site. 1:00 For example, if they're Facebook users you could think of 1:05 ways to connect your site to Facebook to better spread your product's message. 1:08 Or if you're marketing a service to one audience 1:12 in a market that has traditionally skewed toward a different audience 1:15 you might need to explain the service in greater detail. 1:19 Keep in mind this sort of information is qualitative, not scientific. 1:23 You're interviewing a few people, not serving everyone who might use your 1:29 product, so it should only be used as general guidance and not empirical fact. 1:34 If the organization has already been operational for 1:42 a while you can often gather this type of data from customer databases, or 1:45 web tools like Google Analytics, or Jetpack for WordPress. 1:49 Spending time exploring this data might give you some additional insights you 1:54 hadn't previously considered, such as how much time they spend on each 1:58 page before they leave or what types of designs get the best response. 2:02 If that type of data isn't available, perhaps because it's a new business, you 2:07 could try looking at competitor websites and judge their effectiveness on your own. 2:11 Once you've gathered data about the audience you can take things 2:16 further with additional research, you could post a poll on social media, 2:21 create personas, or conduct interviews and focus groups. 2:26 This falls more into the realm of user experience research which is 2:30 a deep topic and beyond the scope of this course. 2:34 But just know that if you don't feel like you have enough data 2:38 there are plenty of steps you can take to gather more. 2:41 For the purposes of our product landing page, 2:46 let's say that we've assessed some existing analytics data and 2:49 we've been able to distill it down to a few basic assumptions. 2:53 From our research we discovered that most of our site visitors are 25 to 2:58 35 years old, they're homeowners, and they're social media users. 3:03 So put another way we can make a guess that these are people that probably 3:09 bought their first home not too long ago, and since they use a lot of social media 3:14 there's a good chance they're at least familiar with Internet connected 3:20 home gadgets like lights and thermostats that you can control from a smartphone. 3:24
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