What Is Segmentation
To be able to create a website that delivers personalized content, you’ll have to segment your audience. By segmenting your audience, we mean you’ll have to divide your audience into subcategories.
There is a good reason for doing this.
Let’s say you operate an online clothing store. Your homepage, in its current state, might just be showing a list of products, along with new items. But the products being shown on your homepage might not match what the visitor is actually looking for.
Imagine instead of showing a simple homepage with a list of products, you show male-oriented clothing to male visitors and female-oriented clothing to female visitors.
This is what segmentation is about.
In this case, you divide your audience into two segments based on certain demographics, like gender.
By segmenting your audience into different categories—based on characteristics like age, location, their relationship with your company, their previous purchases (and many more)—you can provide your visitors with even more relevant content, product suggestions, and marketing messages.
And in the end, showing those products that really are of interest to your visitors will drive higher sales for you.
New v/s repeat visitors
You can create your landing pages differently for new and returning visitors. Show them different offers and options. For example, you can show a pop up window asking for subscription, offerings special discounts on first time purchase to the new visitors and for returning visitors, you can show special offers, product updates etc.
This is one of the most popular website visitor segmentation method. Segmenting visitors by their geographic locations helps in better engagement as you can show customized messages and offer special services to your target regions.
For example, you can show special promo offers and free shipping on the website which will only be visible to the visitors in your targeted country. You can also provide language options based on different geographical locations. It will always give the personal touch.
All the visitors don’t behave in the way on your website. They have different intentions: some are interested in your services, some want to join your company, some are there for research purpose, and rest are there may be by mistake or for window shopping. Most of the websites and landing pages on the web are same of all of the different kind of visitors. But this should not be the case.
So, to deliver a great experience to different visitors, you must segment them properly. Personalize your website and landing pages for each of these visitors. Here are some of the variables based on which you can complete the segmentation:
- Referral URL
- Frequency of visiting
- Geographic location
- Searched keywords
These variables will help you to create effective behavioral targeting campaigns.
Different traffic sources
Segment your website traffic by different sources. It may come from PPC, newsletters, social media channels, email campaigns or organic search but it’s important to know from where the best quality traffic is coming and how to redirect it effectively. It will also make the onsite marketing campaigns more personalized and consistent.Leave a reply