Know Your Customers and How They Decide

To achieve a goal with a design, designers need to understand two variables: who are the potential customers, and how do they make their decisions. Customers have jobs that they need done, and these jobs can be abstract or well-articulated, which affects the types of competitors and marketing strategies. When a product is tied to a well-specified job, marketing becomes less about creating demand and more about creating awareness. Ignoring non-consumers who aren't tied to a specific problem can skew conversion data and lead to ineffective marketing. Pairing a product with a problem that it solves helps generate awareness without convincing potential customers of its value. To influence customers' decisions, designers need to understand the decision-making process, which can be guided by facts or emotions, and cater for different types of decision-makers on their landing pages. Ultimately, there's no one-size-fits-all approach to designing a marketing site, and what works for one competitor may not work for another.

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