Understanding Your Website’s Demographics

The following is a discussion of  the what, why, when, and how of demographics. My goal is simple; utilize data derived from demographics to generate a steady stream of income. This is done by solidifying my customer base and then slowly increasing the same. This way, not only do I make a sale, but I actually generate the perception of relevance and need into my website visitors.


What are Demographics?

The bookish or wiki-ish definition of demographics is a given set of categorized data to determine the characteristics common to a specific group of individuals. For our purposes, it is the study of website traffic to determine specific groups that visit or tend to visit the same.

Why is the Study of Demographics Important?

By determining why certain individuals visit my website I can keep a steady stream of internet traffic. A significant portion of whom will buy an item or avail of a service. I can also determine how to keep them coming back and how to make them refer me to their social network.

For example, Company ABC a group-buying site has more visitors and completed sales than Company 123. If I was the former, I want to make sure that my website traffic increases. If I was the latter, I want to know why my business is not getting as much traffic as the former.

How to Check Demographics?

The easiest way would be to register for companies that track website stats. (i.e. Quantcast). Aside from this, I can also go low budget or in-house and do the following:

  • Rummage previous member or customer data
  • Perform inbound and/or outbound demographic studies
  • Request basic personal information from every subsequent visitor
  • Provide free membership

How to Understand Raw Data?

Raw data must be subjected to a case study. Of course, the same varies in nature and scope depending on the purpose and parameters. However, as a general rule it is first categorized and then interpreted.

Demographics Analysis

As earlier mentioned I need to segregate raw data into specific categories. This includes but is not limited to the following:

  • income bracket
  • Gender
  • Age Group
  • Ethnic groups
  • Civil Status
  • Degree of education
  • Lifestyle preferences

Now comes the tricky part. I have to make sense of the data that I have collected. Tip; be ready with your questions. For example:

  • Is this my target market?
  • If my answer is yes then my next question is what made them visit my website?
  • How can I keep them coming back?
  •  If the answer is no, then why am I not getting my target market?


The next step is to tweak the website based on how I believe my target market will react. After modifying the website, I wait. Then I repeat the demographics study and determine if there is positive movement, negative movement, or no movement. In theory I need to repeat this process regularly (weekly, monthly, quarterly, annually, etc.). Keep modifying the data based on analysis until I get the desired website traffic and sales figures.

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Paul Agabin is the Founder and CEO of Wooka Interactive. He is an internet marketer based in the Philippines which deals with varied topics such as local industry news, seo strategies, content marketing, inbound marketing, social media management, website reviews, and the like. You can contact him at 0917-5069839.

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