One important method that helps with conversion optimization is segmenting customers and targeting specific segments via custom campaign strategies. In this article, we will discuss how to segment and target customers based on their geographical location, their needs and intent and previously demonstrated purchase behavior.
What You Gain By Segmenting Your Customers
By carefully segmenting customers, you can plan for the future, and understand where and how to deploy your resources, be they human, financial or customer-service. Careful segmentation can also help you to maximize profitability, since you’ll know which customer groups you must protect and retain. Additionally, you will also know which customer groups require additional attention, and segmentation helps you to give them that attention. The aims of segmentation is to retain and nurture customers and convert as many new ones as possible, by delivering targeted content, products, service offerings and offers to them.
Keyword-based Segmentation (Funnel Top)
Your visitor uses specific keywords to find your site. These keywords dictate your visitor’s interests and also intent. This referring keyword lets you know what problem your visitor is trying to solve by looking for your product or service offering. This data helps you custom-tailor your content and the CTA to your visitor’s interest. What you gain by doing this:
- By doing this, you’ll be optimizing your visitor’s search process and deliver them what’s relevant to their search.
- When visitors land at what they perceive to be an intuitive page that seems to have read their minds, their comfort levels raise and they’re more willing to convert.
- You can better optimize top-performing keywords based on the results of this segmentation.
Location-based Segmentation (Funnel Top)
If the keyword used is too general or broad, it’s useful to segment your visitors based on their geographic proximity to your offline operation. The closer the customer is to your operations, the more convenient it is for you to target your message to them.
What this will help you gain:
- You can custom-tailor content and CTA to focus on locally available services
- You can even design mobile apps to deliver local content and services to them.
History-based Segmentation (Middle and Bottom of Sales Funnel)
Based on your visitor’s previous visits and purchase history on your site, you can segment your visitor to get the data you want.
Visits minus conversion
Any visitor to your site is a potential customer. Grab the visit data such as number of visits minus conversion, visitor’s interactions on site and so on. When your visitors come to your site, which pages do they usually go to? How much time do they spend on specific pages? If you have a set of pages that you consider your conversion funnel, a visitor who spends time on these pages can be considered as ‘engaging to commit’ to your site. Evaluate how these visitors behave on your site, as opposed to your overall site traffic. Obtain the number of page views for the pages you’re interested in, and segment your customers based on this data. When you have the data in real time, you can serve your customers content and CTA based on what you want them to do next.
Visits With Conversion
Look for common, identifying characteristics among your converting customers to maximize profitability. These characteristics can be frequency of purchase, industry type, order method, delivery method or product mix purchased. You can just about measure any quantity, and use this measurement to segment your customers. Use your web analytics platform to examine conversions based on your analytics goals.
What this will help you gain:
- By targeting your content based on their interactions with your brand, you can greatly enhance your visitor’s user experience.
- This allows you to literally engage your customer on a 1:1 kind of basis, owing to your awareness of their previous conversions.
- With this information, you can measure your visitor’s engagement with your site.
- By assessing the visitor’s engagement, you can then recommend specific products or services for these visitors.
- You can target these visitors and email them discounts to tempt them to make a purchase.
Segmenting Customers Based On Content Pages
This is an excellent strategy if you use Linkbait. You can track how many visitors arrived at your site from your Linkbait content URL, and how many signed up to your blog or Newsletter once they knew about you through your content. This way you’ll know which piece of content drove which visitors to you.
What this will help you gain:
- You will be able to uniquely tailor your content and newsletters for these visitors.
- You will be able to recommend unique content, products and package offers to suit their needs.
- You will be able to launch a unique campaign to convert as many of these visitors as you can, since you now know what they’re looking for.
Stephen works with Invesp and writes insightful articles on lead conversion, conversion ratio optimization and so on for blogs.
