Creating a customer persona
Once you have enough data on your target audience, you’ll want to create a customer persona to outline the profile of your ideal client in a single document, sometimes know as a “source of truth.” This will be your initial set of assumptions you’ll use to test and find product/market fit.
Model experiments in Webflow
Creating a new customer is hard work. It requires a lot of experimentation and testing to get right. Creating a customer is really about cultivating a relationship — a series of engagements strengthened from multiple points. Each point builds the customer relationship, develops trust, and helps them make decisions about your product.
Almost everything you’ll do with your content marketing strategy is meant to strengthen the customer relationship and drive users closer to completing a goal. In marketing, this is known as a campaign.
Sometimes the best campaigns are experiments that turn out to be successful. Experimenting with your campaigns can help you stay creative and focus on what serves your audience.
Webflow makes it easy to model new campaign experiments for each stage of the customer journey. If you were to view a funnel report in Google Analytics, you might see something like this:
To create the right type of content across each stage of your funnel, or “customer journey,” you’ll want to consider the stages a buyer goes through.
Here’s a quick breakdown of the stages of the funnel, and the types of content typically associated with each:
The awareness phase is when a user discovers and engages with your brand for the first time.
In this stage, you’ll want to drive site visits through blog posts, ebooks, guides, or checklists.
Once the user has interacted with your brand in the awareness phase and decided they want to know more, they move into the interest phase and become a lead.
During this stage, you’ll want to collect leads with webinars, case studies, and email courses.
Finally, once a user has been engaging with your brand consistently and trusts your offer, they’ll reach the conversion stage and make a purchase.
In this final stage, you’ll want to drive purchasing behavior through consultations, coupons, and free trials.
Modeling campaign content types in Webflow
Once you understand what type of content will move users through a customer journey, you can begin to model those content types in Webflow.
For example, let’s say you wanted to model a campaign Collection to create new landing pages for those campaigns. You would create a new Collection from the CMS Collections tab and name it “Campaigns.”
You would then include the common data attributes of your campaigns which might include:
- Key benefits
- Call to action
- Call to action link
- Body content
You could also use Webflow’s option field type to create a set of options for a layout experience (more on this below). This would allow you to adjust your design using conditional visibility and create multiple experiences to test with.
Design campaign experiments
When you design campaign experiments, you’ll want to design multiple layout experiences to test assumptions for each campaign. Layout experiences should be based on the message you’re promoting and the stage of the customer journey you’re targeting.
You can think of your campaign templates as the container for your data. The data is the content and the layout is the container that provides the experience for the user.
For example, let’s say you created 2 new campaigns — a checklist and an email course — to drive awareness and leads.
By selecting the layout experience option you created, you’ll be able to render your data in an entirely new way. This reduces the need for additional Collections and helps you speed up experimentation.
Optimize and validate experiments
To create the best customer experience online, you’ll need to review analytics and iterate based on what you learn.
For example, when reviewing your Google Analytics reports, you should ask critical questions about your data:
The audience report
- What’s the age of the audience?
- What’s the gender of the audience?
- What country and city are they coming from?
The channels report
- Where did the traffic come from?
- What was the bounce rate?
- What was the conversion rate?
- How many conversions were generated?
The funnel report
- How far did they get through the funnel?
- Where did they drop off?
These reports will give you key insights about your audience and help improve your campaigns — Google Optimize is a great tool for this.
You can set up A/B tests to make changes like:
- Updating the copy
- Adding new media
- Changing the targeting
- Updating landing pages with high bounce rate
Over time, you should begin to see distinct audience segments respond to specific campaigns and perform better than others. And you can have confidence that your assumptions are indeed proven (or subverted!): a specific audience, with specific campaigns, and a specific experience will produce a desired outcome — usually sales.
The tl;dr (too long; didn’t read)
Creating real value in a market is full of changing dynamics: the existing supply (competition), trends, user needs, trust, and, of course, the market adoption curve.
If you truly want to build a startup, you absolutely must validate your assumptions. Webflow makes this easy to do with the right Collections, the right content, and an engaging experience.
When you focus on your (potential) users, gain their trust, and sell them your product, you’ve validated your idea.
A good way to know whether or not you have reached product/market fit is if at least 40% of your users would be very disappointed if they could no longer use your product. Make things people want.