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Web Planning: Benefits and Measurement of the Target Audience Definition

written by: Lucinda Watrous•edited by: Michele McDonough•updated: 12/18/2008

In this part of the series on web planning, we focus on the benefits of knowing more about the target audience and how to measure the accuracy of said definition with analytics programs.

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    The benefits of this information

    Using this information, a designer will better be able to formulate the overall design of the website. If he or she knows what the audience needs from a website like this--based on what the client wants the website to accomplish--he or she will be able to work the design in favor of the objectives and goals.

    With the demographic information in hand, the designer will be able to develop content, the layout and aesthetics of the site surrounding the target audience in a way they understand and appreciate. With the technological considerations, the designer is sure to create a site the audience members are able to use well, in terms of features, and load time.

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    Measuring the Definition

    Before releasing a finalized, live version of the website, usability studies may be conducted with a prototype by members of the target audience in order to judge how well the site will work. This will help determine if changes should be made before a site goes live.

    Once a website is up and running, the performance of the site can be measured using a variety of analytics programs. These analytics programs will measure several different aspects of the site in order to help designers see how things are going with the site traffic. Depending on the results of the analysis, the designer may have to make changes to the site to better accommodate the audience so as to adjust the negative trends in efforts to turn them around, and/or to help boost the positive trends. The information presented by the analytics trends shows what the users are doing on the site, and therefore allow the designer to see how well he or she did on the original target audience definition.

    This information is valuable to the success of the website and will help the designer and any internet marketers who are working on the site to make sure it does well.

Defining the Target Audience

Learn about defining the target audience of a website. Learn about the importance of a clear target audience definition and how to arrive at the the definition before beginning design.
  1. Website Planning: Target Audience Definition
  2. Web Planning: Target Audience: Demographic Considerations
  3. Web Planning: Target Audience: Technological Considerations
  4. Web Planning: Target Audience Process
  5. Web Planning: Benefits and Measurement of the Target Audience Definition