Monday, December 10, 2012

Segmenting your traffic

What's good for the goose, is not necessarily good for the gander.  

Not all of your visitors are the same.  So why treat them all the same?  They are male/female, returning customers/potential customers, from different industries with different interests at different times of the day, week, month, and year.  Any decent sized website can benefit from segmentation.

But, how do you tell if you need to segment your traffic?

Volatility is the number one indicator you may need to segment your traffic.  If one day your number are up and then next they are down, consider segmenting your traffic.  Various levels of segmentation allow you to optimize your website for each segment.

Segmentation starts with advertising.

Even if you display the same AdWords or Linkedin ad to everyone, your landing page should be customized to their interests.  

AdWords lets you segment your ads by location and keyword.  Linkedin lets you segment your ads by job title and skills.  If you own a plumbing supply store, you can segment your traffic by sending the weekender that searches, "How to fix a toilet," to a diagram page that also has supplies to purchase.  And send the professional plumber to the "toilet supply" category page.  

There are many ways to segment your traffic, but the results are the same.  Your visitors will feel more comfortable on your site and your conversion rates will climb.