Segmentation + personalized engagement = increased conversions

The goal of the marketer is to connect with potential customers in hopes of cultivating quality leads. However, most brand’s audiences are a diverse group of individuals making  the job of the marketer quite challenging. How a company talks to and engages their potential customers is extremely important to their success.

Rather than marketing to the general population, the process of segmentation has been developed to allow to brands better promote their products and services to their target audiences by grouping customers and potential customers together by common characteristics. Once audiences are segmented, brands can then target their messaging to each particular group allowing for more personalized engagement and likely better sales.

Audience segmentation implies the process of dividing people into subgroups based upon defined criterion such as previous product usage, known demographics, geographic location, previous sales path, communication behaviors and media use. Using this information, marketers can then create Audience personas – fictional characters marketers create to represent and further define the characteristics of a specific audience segment. Personas are typically utilized to help focus their content marketing to best reach and engage their target audience.

Marketers utilize the unique characteristics of audience segments or personas to personalize messaging in email campaigns, paid campaigns and all direct mail campaigns to customize their messaging to best attract a specific group of potential customers to use their product or service.  The use of audience segmentation and audience personas is widely practiced in the field of marketing and advertising; however, there is another use for segmentation that continues to be underutilized — –Web Segmentation.

Web segmentation is the process of categorizing your website visitors using characteristics such as previous site engagement, geo-location, keyword search, social referral, device used and time/day/date.

Web segmentation is the ideal starting point for conversion optimization. Your brand’s website is seen as the official face of your company. Depending upon the brand, their website is often the first place potential consumers go to gather information prior to purchase. Rather than showing the same content to all visitors, web visitor segmentation allows you to personalize your site’s content using what you know about the website visitor thereby allowing you to better engage with each site visitor.

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Web segmentation is a win-win situation for both the potential customer and your brand. You provide visitors with personalized content they are interested in, and in turn, they will actually convert on your goals.

Using Web Analytics in Create Website Segments

The data to define and evaluate the current performance of these audience segments on your website is available through your analytics. Simply create a conversion by source report in Google Analytics or use our free Opportunity Report tool to see how your site visitors are performing.

Rather than showing the exact same content and calls to action to everyone, let your analytics tell you how to segment your web visitors. Don’t stop there. This is just the beginning. Start thinking of how your site can be optimized to personally reach each of your audience segments. Run your Opportunity Report today to define your website’s audience segments.

Anthony Figgins
Anthony Figgins

The guy who runs marketing and sales tech at a marketing tech company. Avid collector of swag.