Even if you feel as though you’re doing a great job generating leads and converting your visitors, you can always do a better job. There are billions of people in the world, and each one of them can be the right customer at the right time.
Segmenting your website traffic is one of the best decisions you can possibly make. If you aren’t already familiar with segmenting website traffic and the way that it works, now is the best possible time to learn.
Why Start Segmenting Website Traffic?
Think about all the things you offer. Now, think about all the traffic coming to your website.
If you have a wide choice of products that suit different target market or services that apply to different groups of people, would you want everyone to be greeted with the same information?
For example, a clothing store may greet its visitors with trendy dresses. What if the person who landed on the page is an older and more conservative woman or a young athletic male
They’re going to assume you don’t solve their needs, and they’ll likely click away. If you know who is visiting, you have the opportunity to show them things that will immediately pique their interest.
By looking at your visitor data, you can create several different landing pages that cater to your largest demographics of visitors. Amazing things will happen.
People will immediately become engrossed with what they’re viewing, leading those who might have otherwise immediately clicked away to stay longer.If you know who is visiting your website, you have a better chance to show them things that will immediately pique their interest. Click To Tweet
If you’re wise about what you showcase and how tailored your recommendations are, you might even see an increase in the dollar amount of each sale.
People who come to buy one or two products might buy three or four if the selection is curated wisely. That’s exactly what makes segmenting traffic similar to shopping in person, where a salesperson can help a shopper and up-sell.
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Setting and Measuring Goals
When segmenting your traffic, you need a plan and a goal. The goal should be to increase conversions, but how ambitious your goals are is where your focus should be.
The more you segment your traffic, the higher your potential for conversions will be. Start with a modest goal. Attempt to increase by one percent, and continue to tailor your segmenting methods to follow what works.
Segmenting With Google’s Tools
Google Analytics will tell you everything you need to know to make the best educated segmenting decisions. It allows you to segment users through their interface based on certain criteria.
Google knows where all of your traffic is coming from, and how many people come in from each avenue. This allows you to set certain limits easily.
Google gives you a whole host of segments to choose from, including:
- Action based segments
- The content your users are viewing
- Where they’re located
- Where they came from
- The way they engage with your website
- What kind of device they’re using, etc,
Google makes it easy to view and select this information – you don’t need to be any kind of expert to handle your segments.When segmenting your traffic, you need a plan and a goal. The goal is to increase conversions, but how ambitious your goals are is where your focus should be Click To Tweet
Google understands all the common threads so you don’t need to compile everything on your own – just use the segments they’ve already ready for you if you aren’t comfortable doing everything from the ground up.
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Designing Multiple Landing Pages
You want to take your visitors to a specific place – preferably one that will encourage them to buy something, or at least buy more than they usually would.
You’ll need to create several curated landing pages that will apply to your different groups of visitors.
If you already have the framework for your landing pages, you can hire someone to modify that framework to create a tailored welcome that will encourage sales.
Segmenting Traffic Without Google Segmenting Tools
Traffic that comes into a landing page designed to handle leads can easily be segmented by the visitors themselves.
They know who they are when they arrive at the landing page – all you need to do is ask them. Greet them with a simple form. “I am” and “I need” statements are the easiest.
Give them some drop-down lists with variables. For example, “I am an entrepreneur and I need accounting software” gives you a great idea of how to speak to the visitor.
They will then be redirected to the landing page that suits their needs based on the variables they selected. This is perhaps the most effective way to directly segment your customers.
They know what they came for (or at least what they were curious about), and they’re able to tell you right away. They’ll immediately jump into your pitch, such as:
- Product demos
- Explainer videos
- Free downloads
Understandably, etc is a plus. Hence, they’re more likely to complete the action, because it feels as though the action is designed for them.You want to take your visitors to a specific place – preferably one that will encourage them to buy something, or at least buy more than they usually would. Click To Tweet
Incorporating Personalized Content
Many websites that offer specialty products or services do so by greeting their visitors with visually appealing surveys about their tastes.
So, by having them checkboxes or click on images about things they like or statements that apply to them, you can generate recommendations that fulfill, complement or supplement their needs.
Even video streaming services like Hulu use these surveys to offer suggestions for movies and TV shows.
If you opt to go the survey route, you’re able to change the language you use when speaking to customers.
If you’re offering a service that appeals to professionals as well as average consumers, you can use the survey establish up exactly who you’re speaking to.
Average consumers need things explained to them in a simpler language without complicated jargon. They might need extra help or extra services to accomplish what they want.
Professionals don’t like being condescended to – they want things in terms they already know, and they may not appreciate up-sells for extra help.
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Segmenting to Re-target Visitors
Behavior-based segmentation is slightly different but the philosophy behind it is sound.
You can segment traffic to re-target people who have abandoned carts or are contemplating a purchase without following through.
You can direct them to a landing page that offers a small, limited time discount code (10% or 15% off for the next 48 hours) to convert indecisive visitors into urgent buyers.
Re-targeting visitors by segmenting your traffic is more effective than re-targeting via email. People don’t always read their emails – they sit in their promotions folder or are immediately deleted by people with crowded inboxes.You can segment traffic to re-target people who have abandoned carts or are contemplating a purchase without following through. Click To Tweet
Hitting them with deals or conversion ploys the moment they land on your website means that they definitely saw it and couldn’t ignore it.
Segmenting for Different Campaigns
Some people amass different types of audiences through different platforms. If you cater to both professionals and casual consumers, you might run two separate marketing campaigns simultaneously to draw in people from both groups.
Using the referral source to segment your traffic can lead people directly to the offer that’s most relevant for them, allowing you to work double duty in a clean, concise way.
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Summing it All Up
Segmenting your traffic isn’t very hard to do – it just takes a lot of work with observations and variables.
By using the tools you already have access to, you can create a personalized experience for each of your visitors that will encourage them to buy more.
About the author
Michelle Arios is a team leader and a project manager, currently supporting BizDB – an online knowledge database. Michelle is interested in unique and effective ways of helping businesses grow and expand, and might often be found online, sharing her marketing, recruitment, and project management tips with others. Feel free to reach out to her at @MichelleArios.