Any marketer worth his or her salt will tell you that any marketing campaign begins with segmenting your target audience – so why shouldn’t your website be doing the same? Gone are the days where a website is just your digital business card. Successful businesses make their websites work for them to reflect their brand and drive results.
Putting aside the importance of an effective user experience design for a moment, today we will focus on four different segmentation possibility to consider for your site. Remember, the more relevant your content is to your audience, the higher your conversion rate.
This is the most common segmenting tactic you’ll see on the web, especially for companies that are multinational and offer localized services or companies that deal with moving across countries around the glove (travel/logistics/transport). To make your segmenting process even smoother, the website can also be coded to automatically display the right page, based on the visitor’s IP address. In this case, always make sure that the option to visit the page for a different geographical location is present and obvious (important for visitors that travel a lot).
In B2B, segmenting your website by industry is practically a given, since most businesses service several industries, and thus, the content on your site must be relevant to that industry. For example, Simply Voting has seen considerable growth by tailoring the look, applications and language by industry that it serves.
If you own a bike boutique, your website needs to communicate with casual bikers differently than it would with a triathlon athlete. Many businesses, especially in B2B, still make the mistake of lumping all their services in one drop down menu, instead of segmenting them. This forces a visitor to sift through the content he or she is not interested in.
Also, you need to attribute the most attention on your website to your top services that you’d like to sell – cumbering the page with the other options will only create white noise that will reduce conversion rate.
Function in the Company
A common mistake in high-tech or highly specialized (R&D, pharma, etc.) B2B companies is that they try to fill the website with as much details as it can to sell their product, service or expertise. They operate under the assumption that listing all the important details will help convince the prospect. While it’s true that the technical visitors will want these details, the other decision makers (marketers, VPs, CEO) will most likely get lost in the jargon.
Your website needs to be able to tailor its sales funnel for the technical people who need to know the features and specs, as well as the other decision-makers that require to understand the business benefits for their bottom line (in a language that is easily digestible).
If anything, remember this…
The key take away here is that users who visit your website will have different backgrounds and objectives, that your website must be able to accommodate. Depending on your field, you may want to be segmenting your website on a different metric than what was mentioned above, but so long as it serves to enhance the digital journey of your prime target market.
At concept9, our digital strategist begin all strategy with a thorough research of your industry, competitors and trends to determine what are the best practices to implement in your website, and how to rank better on search engines for the most important keywords.
Yes, I’d love a free consultation to figure this out.