Landing Page Segmentation For Higher Conversions

Audience Segmentation

Your online traffic is like a mixed fruit basket, similar in many ways, but also very different.

Marketing to a mixed basket is difficult—how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? This task becomes much more manageable when you group similar people together into segments.

Landing pages are the perfect place to try out segmentation, not only because it’s usually quick and easy to implement but also because it can drastically improve your conversion rates.

When you use copy, tone, messages, offers and images that are very likely to appeal to a particular segment, you’re speaking their language and boosting your odds of getting the lead or sale.

Segmentation Groups

Segmentation For Your Landing Pages

Within the broad umbrella of your online marketing, you can always tell what someone clicked on to arrive at your page, but it isn’t always easy to know who is landing on your pages, and why. Are they a decision maker or an influencer? Are they researching or ready to buy? Are they looking for this or that? Are they motivated by price or by features? You can find out—and offer up a relevant experience—with a few segmentation choices on your landing page. Using segmentation on the first page can help funnel visitors in the right direction and enable you to market your product or service more effectively.

If you are looking for segmentation ideas, a great place to start is by asking the sales team about the various roles and buyers they speak to on a regular basis. What influences how they pitch and sell their prospects? Is it role? Title? Place in the buying cycle? How do they decide to use pitch A to Sally but pitch B to Betty? Use the information you gather from sales to create segmentation strategies that will resonate with your audience.

A personalized experience, based on who someone is and what they are interested in, is more relevant to the visitor (They think: “If you’re targeting me, I must be a good fit!”) which makes them more likely to convert.

Landing Page Segmentation Examples

The best way to understand how this works is to see how other companies have successfully used landing page segmentation.

Landing Page Segmentation Sample

Landing Page Segmentation Example

Landing Page Segmentation Sample

Landing Page Segmentation Example

In these examples, you can see that the choice is clear and obvious for the visitor, and when they click, they instantly put themselves into a specific bucket (‘segment’). Armed with that knowledge you, the marketer, can make every other page they view more relevant and specific to who they are and what they want. This segmented experience often increases the odds that the visitor will convert. You can segment based on role, experience, product features, geography, really the list is endless—it’s great to test to see which segmentation choices yield the lowest bounce rate & highest conversion rates.

Marketing to a varied audience means having to speak to a variety of needs and wants. Instead of trying to please everyone with a ‘one size fits all’ landing page, you can let visitors put themselves into buckets and make their experience far more targeted and relevant. You’ll increase your odds of conversion, and learn something about your online traffic in the process.

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Michael | October 2010

I have a question related to the article above: "...the choice is clear and obvious for the visitor, and when they click, they instantly put themselves into a specific bucket (‘segment’)."

I wonder why to let users to choose at all? Why not to target the content they see?
Meaning, "Which network storage solution is the right for you?" office or home? Can't we guess based on the search query or the incoming link - what the user is looking for?
There is always an option to add a small box with: "Also available for offices!" (in case our guess was wrong).

Thanks, Michael

Daniel Waisberg | October 2010

Hi Michael,

that's a great question! I have shown a behavioral targeting example where segmentation should be done before the visitor gets to the website, where you can target people that are looking for car insurance with a car and people looking for motorcycle insurance with a motorcycle. This can be done using a rule based targeting.

Avi Kedmi also wrote about Automatic Personalization and Microsegmentation, which is even more powerful since it takes into account hundreds of parameters and decide which content is best for the user.

However, I think that sometimes simply asking what the visitor is looking for is a very effective and simple way to help them finding what they want. Especially if we are talking about websites with a very broad type of audience.

In summary, I believe that all those techniques are very powerful, you just need to know when each should be used. That's the big challenge of website optimization!

Anna | October 2010

Great follow up comments Daniel to Michael's great question! I think it's important to try a variety of tactics to see what works best in various contexts. It's not always obvious what segment a user is in simply based on their search or their click. A simple choice helps the user feel that they are in the right place while fast forwarding into a more relevant conversation. I have seen this technique lift conversion significantly in many cases. But it doesn't work for every situation! That is why testing and optimization is so key.

Michael | October 2010

Thank you both for the answers, and for the great article.

Naomi Niles | October 2010

This is very helpful! Thank you!

I have noticed on my own sites (perhaps because they offer b2b services), it's difficult to determine potential clients doing research vs. competitors because when you look at their click paths, they look very similar.

So, I find that a challenge, at least in terms of segmenting on the website itself.

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