With the Buzzfeed like headlines it’s easy to skip over these posts from Econsultancy but nestled all the way down at #5 is a gem in my book.
#5 Clear messaging/personas on the homepage
I’ve picked this out before but it’s simply excellent and what all websites with several distinct user journeys or audiences should be doing.
via Econsultancy Five simple website features that make Volkswagen stand out
It seems so often with high-end experience design we try to divine of why the user is on our site ourselves and design solely for that.
To me asking the question to the user directly is not obtuse and allows you to better tailor the experience down the line not to mention all the direct intent data you’ll capture.
Anyone listening in “omni-channel” retail?
Why is your user on your site?
Maybe you should ask.