How a Customer Analysis Can Boost Conversion Rates

Written by Heather Mueller on October 26, 2015

Posted in Lead Generation

Do you need to convert more website traffic into actual leads?

Have you done a customer analysis yet?

If not, now’s the time. Profiling your best customers will make it much easier to test different marketing messages and see what’s influencing sales. Once you start using your customer data to guide decisions, you’ll wonder how you ever survived without it.

Ready to get started? Follow these three steps to conduct a customer analysis and use it to drive more conversions.


This step will take some time to complete but is much easier than you might think. Most companies have stockpiles of customer insights; you just have to know where to look.

Begin by going to Google Analytics > Acquisition > All Traffic > Search Engine Optimization > Queries.

This will show you what keywords and phrases are bringing people to your website. It can help you determine what problems they face and the solutions they’re actively seeking. For example: If one of your top keyphrases is “running effective meetings,” you’ll know that potential customers are looking for ways to maximize work hours spent in meetings.  

Next, open your customer relationship management tool, or CRM, and export active leads into a spreadsheet. (If your list of leads is too overwhelming, try exporting just those from the last six months.)

Now you can sort by titles and departments to see your customers’ job roles at a glance. Depending on your industry and audience, you may want to sort by annual revenue or locations as well.

If you use UTM links, the next step is to look at your highest-converting referral sources.

You can use this information to see if your strongest leads are discovering your brand through search engines, paid ads, emails, or social media.


Now that you’ve broken down all the data, it’s time to build it back up in the form of tangible customer personas. These fictional representations of your target audience will be based on real insights you can use to improve your marketing and attract more high-quality leads.

Several free tools make it easy to turn your data into usable profiles:

  • Personapp provides fill-in-the-blank templates and guidelines for creating “light” personas you can print, share, and save.
  • Hubspot’s Make My Persona asks 19 questions and then turns your answers into an editable Word document.


You have your personas. Now it’s time to use them! Print them out or pin them up in a place where they’ll be visible at all times. Then consult with them as you plan marketing.

For example, let’s say you decided to name one persona “Dan Dad.” When you craft a blog post, write to Dan. When you plan an AdWords campaign, use the same keywords Dan does. When you post to Twitter and Facebook, address Dan’s needs.

By tailoring your content to Dan, you’ll appeal to other Dans and convince more qualified leads to sign up, subscribe, register, or buy.You can also A/B test your forms, landing pages, and emails to ensure your messaging remains relevant to the Dans of the world.

Boost Conversions with Your New Persona in Mind

When you analyze real data to build actual representations of your target audience, it becomes much easier to design marketing strategies that appeal specifically to them. By the time you complete this exercise, you may start to view your personas as real people with real needs…which is exactly what you need to boost conversions.

Want more tips on how you can lift your conversion rates? Click below to download our 2015 Form Conversion Report today!