When you target multiple personas
How do you decide on a target audience for your homepage?
Here’s an interesting approach from inShift
They’re a digital well-being calendar built for people with irregular work and sleep schedules.
Their product is for:
A) both employers and individuals
B) managing shift work and normal work schedules
So a visitor to their website could fall into a few different demographics.
Their solution?
Create a simple welcome page that allows visitors to self-select their experience. Based on how they answer two simple questions, they are dropped into a homepage with messaging tailored to them.
The targeted messaging would almost certainly lead to better conversion rates once a buyer reaches the right homepage.
But I wondered if the additional steps might cause visitors to bounce.
So I asked their founder, Andrey, to share his thinking around the approach.
Here was his response:
“Our target customers have absolutely different JTBD and Dream Outcomes. So, there is no way to merge them into one landing page. Targeting everyone - getting no one.
We don't have a sales team to deal with cold traffic. Plus, I don't see the point in compiling a generic waiting list for my ego and then start sending countless soulless emails to activate them.
So, if a website visitor is unable to answer 2 simple questions, it's not our target user. The problem must hurt enough so they can get through this basic safety net. ATM, we don't have paid UA, so I feel okay losing 95% of strangers.
At this stage, it's better to get 10 super-motivated leads and put all of my time into making them very happy than waste time spraying hundreds of cold ones.”
I love this for two reasons:
1️⃣ They have a clear understanding of their target customer.
2️⃣ They are focused on attracting those ideal buyers only.
Most startups struggle with both.
#productmarketing #positioning #messaging