Post by account_disabled on Mar 7, 2024 4:19:31 GMT -5
Which users identify with this terminology? According to the creator of this concept , Bangaly Kaba, all those who are aware of a product and have probably even used it, but who have not yet been converted into customers . In fact, there may be various circumstances that lead people to use a good/service without exceeding a certain level of involvement. Applying the right changes, intervening in a targeted way in the acquisition process, allows you to move users from that gray area of adjacency into a new generation of leads . How to locate adjacent users? The first step to seeing the product through the eyes of the adjacent user is to build a hypothetical " persona ", trying to understand what his difficulties are.
How is it possible to do this? Since these potential customers are complementary to those who have already been loyal, there are some common points from which it is possible to develop an adequate communication plan. First of all, it is important to better define the current characteristics of your leads , in order to identify the fundamental variables that led them to conversion. The data will help identify the various steps in the marketing Hong Kong Telegram Number Data funnel where potential leads drop off. This starting point is important to develop different hypotheses from which to start strategies aimed at adjacent users. Identifying adjacent users is necessary, but not sufficient To transform adjacent users into leads and actually make them useful, you need to study them thoroughly and try to identify with their experience . During a marketing funnel there are numerous variables at play and it is necessary to replicate, as possible, the conditions that users are experiencing.
Only in this way, by actively identifying all the possible obstacles to an apparently perfect customer journey , is it possible to understand where to intervene to facilitate the conversion as much as possible . Another interesting way to identify fallacies in your strategy is to carry out usability tests on your reference interfaces. Watch the adjacent user who tries to register, enter their data, try to understand what their difficulties are and at what point they are most tempted to abandon. Identifying "bottlenecks" and expectations on the customer experience sometimes bring to light details that, if analyzed with a single point of view, would probably not be visible. A final possibility, this time more widespread but not always connected to the "adjacent users" discussion, concerns the study of competition .
How is it possible to do this? Since these potential customers are complementary to those who have already been loyal, there are some common points from which it is possible to develop an adequate communication plan. First of all, it is important to better define the current characteristics of your leads , in order to identify the fundamental variables that led them to conversion. The data will help identify the various steps in the marketing Hong Kong Telegram Number Data funnel where potential leads drop off. This starting point is important to develop different hypotheses from which to start strategies aimed at adjacent users. Identifying adjacent users is necessary, but not sufficient To transform adjacent users into leads and actually make them useful, you need to study them thoroughly and try to identify with their experience . During a marketing funnel there are numerous variables at play and it is necessary to replicate, as possible, the conditions that users are experiencing.
Only in this way, by actively identifying all the possible obstacles to an apparently perfect customer journey , is it possible to understand where to intervene to facilitate the conversion as much as possible . Another interesting way to identify fallacies in your strategy is to carry out usability tests on your reference interfaces. Watch the adjacent user who tries to register, enter their data, try to understand what their difficulties are and at what point they are most tempted to abandon. Identifying "bottlenecks" and expectations on the customer experience sometimes bring to light details that, if analyzed with a single point of view, would probably not be visible. A final possibility, this time more widespread but not always connected to the "adjacent users" discussion, concerns the study of competition .