Higher Online Sales Performance From Segmenting

What’s the most scarce resource on the web? It’s the attention span of a visitor to your website. You’re lucky if you get a minute or two to prove to them that they’re not wasting their time on your website.

So what can you do to make the most of the time that you get? Increase the relevancy of the content each visitor looks at. You’ve probably got a lot of information on your website including company information, product benefits and features, pricing, offers and many other things. Not all the things are relevant to everybody. For example, a 25 year old new professional visiting an investment site isn’t looking for retirement planning. Neither is a 65 year old retiree looking for high risk, high return investments.

As per the AfterTheNet Targeting Mythology, You can segment your prospects with industry, position or role, stage of business, age group (the possibilities are many). The key is to think of which divisions create the greatest opportunity to divide content by visitor segment. If your product has different benefits for different industries, then think about creating separate pages / sections for prospects from different industries. Then only show the part of the content you know are relevant to that industry. This will also add SEO value to the content and will be weighed as more relevant by search engines.

The result: less time spent by visitors reading content that has no value for them.

The bigger result: higher conversions, lower abandonment and higher website sales performance.