Humans click your ads and land on your pages. Seems obvious, but in our haste to put up an experience with the perfect layout, content & offer, we often forget to think about the human behind the click.
Often marketers think they know their audiences inside and out. And they do—from a demographic or psychographic perspective. But context is important too and can help uncover additional insights & motivations of your audience segments.
Consider, for example, someone who goes to a search engine and searches for “data recovery.” We know that user is interested in data recovery. We know very little else about them:
- Are they searching for their personal home computer? Or on behalf of their company?
- Are they from a small company or a large enterprise?
- Did they just lose data, and are urgently looking for a recovery option, or are they looking for a data recovery solution to prevent data loss in the future?
- Are they an office manager, an IT director or a CIO?
- Are they researching or ready to buy?
- Are they looking for product information to help make a purchase decision, or educational information to learn more about the topic?
Who knows? We don’t have the answer to any of these questions based on a search like “data recovery.” If they click a paid search ad for this term, what can we do to learn who they are and serve up a relevant experience?
Without knowing anything about this person, we can do one of three things:
- Make a page that tries to cover all the bases—offering up content, choices & page navigation for many of these options. Likely this page will appear cluttered and will appeal to very few visitors, because of the lack of clarity and number of choices on the page competing for attention.
- Make a page that is specific to one of those needs/roles/company sizes. Likely this page will have a high bounce rate, as it will appeal to just one potential segment.
- Make a conversion path that allows visitors to bucket themselves into a segment. From this, you will learn an incredible amount about the audience, and the visitors themselves will have a much more relevant and specific experience, thereby increasing conversions within your highly desirable segments.
To uncover all your segmentation options, brainstorm and identify all of the following for each primary or strategically important campaign or traffic source:
- Consideration or buying stage
- Task or job
- Company size or type
How to Use Conversion Paths for a Better Digital Experience
Need more inspiration? Check out 5 Great Segmentation Landing Pages.
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