What You Don’t Know About Your Customers, Will Kill You
Entrepreneurs and small business owners are usually quite good at telling you some general insight into their customers. They will have a good idea of their general demographic as well as what they like to buy from their existing product or service range. If they have an online presence, they’ll even tell you how often they visit online, what proportion return, and even which landing pages they prefer. It’s a statisticians dream.
Yet, the tendency is to focus far too much on what you already know about your customers, which tends to generate, well, more of the same. Instead, we should be more focused on what we don’t know about our customers – that’s the really interesting question – rather than tracking the very one-dimensional “unique visit” on our website.