Get to know your audience with data

Letizia Zappa
By Letizia Zappa

To be able to shape your business according to the needs of your audience, you need to start collecting data about your users. But what are the different types of data you can collect on your website?

The importance of gathering audience data

If you own a website, one of your top priorities should be gathering data about your website visitors. By gathering different types of data, you will be able to profile your users, understand their needs, get to know their opinions and finally, develop your audience.

We want to give you an overview of 3 different types of audience data you can collect as well as an overview of the tools you can use to gather them. 

Audience data: Online behaviour

Precious insights come from knowing how your users behave on your website. For how long are they visiting your website? Which pages are the most popular ones? You will want to know all of this and much more!

The data focusing on how users act on a website is called “behavioural analytics”. We definitely recommend using Google Analytics – by far the most popular tool for collection of online behavioural data.

Audience data: Sociodemographics

Individual characteristics such as age, gender and nationality, allow you to get knowledge about your users’ background and socioeconomic status. These data are crucial to profile your audience and to get to know it better.

To collect sociodemographics, we strongly recommend using online surveys. Among the many available online, we recommend our own UserReport and SurveyMonkey.

Audience data: Opinions and feedback

To deeply understand your audience, you clearly need to listen to their feedback and input. There are two different types of opinions you can gather from your users:

  1. Opinions about the interface: User experience has a great impact on your audience, hence it is super important to ask for feedback about it. You may discover your users’ satisfaction, their experience and what they think about your website design and usability.
  2. Opinions about brand habits: Depending on the type of your website and business, you may also want to collect brand specific data. Users’ preferences in terms of browsing and shopping, opinions about your competitors, or again input regarding your brand, products or contents are all very useful examples of audience data.

Also for these two categories, online surveys work as a great solution, as they give you the opportunity to ask specific questions.

It is also important to give your users space to spontaneously leave comments or to report bugs. UserReport offers the Feedback Forum – a tool to quickly gather users’ opinions. Qualtrics’ NPS software also works to collect feedback.

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Get your hands on our new white paper “Audience Development: Develop your audience and grow your business” and learn how to start gathering audience data.

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