Presenting data in the form of graphs and charts isn’t the easiest of tasks. These graphs need to have a pattern. Don’t begin with the designing part after getting the brief. Before starting with the designing part, you need to have a plan in place.
The first part of your plan should be to ascertain your target audience. Now, this one’s really important. If you want to drive conversions through data visualization, then you need to take your audience’s needs into consideration. It doesn’t really matter how beautifully you’ve presented your data. If your users (TA) cannot understand it, the data is redundant.
Selecting a certain set of people and ‘labelling’ them as your target audience won’t help. You need to shortlist people who are most likely to use your services. Analyzing your audience isn’t the easiest of tasks. It is difficult because there is no software to make the process easier for you. You’ll have to put your brain to use while selecting your target audience.
Who is Your Audience?
Your audience needs to be your primary consideration. A pie chart prepared for a group of interns will not be the same as the one prepared for senior-level employees. There is every possibility that you’ll have to cater to several heterogeneous groups of people. Therefore, it is important for you to keep all your colleagues informed about the people/groups you’re choosing/shortlisting. Data analytics companies put audiences into segments. Each of those segments is then analyzed comprehensively.
The Numeracy Level?
Does your target audience really enjoy going through data? If you are presenting statistics, then don’t make them complicated. Carrying out adequate research is important, but you cannot present everything within the same bar graph. People are interested in knowing about the findings. Graphs aren’t everybody’s cup of tea.
What’s Your Audience’s Data Visualization Familiarity Level?
You need to keep it simple. You cannot have complicated graphs and pie on your company’s Facebook page. Consumers hate the idea of going through countless graphs and pie charts. You can have an infographic if you like.
How much time do they have?
This part is quite important. You cannot shoot pie charts at your audience if they do not have enough time to go through your stuff. The amount of time they have would determine your data visualization strategy. If the amount of time at hand is less, then you need to create shorter and crisper graphs for your audience. You need to ensure that your message reaches the audience even if they plan to just skim through the graph or chart.
Your audience’s decision-making power also matters
As a business, you need to provide your customers and audiences with data that’s reliable. Reliable data would help your customers by giving them a solution. You need to provide your customers with a solution that helps minimize their problems.
Brevity helps
Be concise and straightforward. Start with a few lines to convey the essence of your piece. Follow that up with a few infographics. This will make your content pieces informative, concise, and visually appealing. This would help you drive more conversions People don’t have the time to go through each of the minute details. Provide them with a summary, and that will be good enough.
Conclusion
So, here we are. A lot goes into ascertaining your target audience. It is a job easier said than done. As a marketeer, you need to be patient. You cannot keep chasing prospects. Give them some time to reflect on the idea. They will definitely get back to you if your idea is good.
So, the bottomline is: Be patient. Your customers will come if your content and idea are engaging enough.
