Segmentation of your website visitors: What is the key?
Segmentation of visitors on your website directly affects your sales results. Effectively done, it is a great tool to improve your conversion rates. This lets you tailor your product/service to the segments that you want to focus on. But the real question left unanswered is – how to do segmentation? Usually companies offering web strategies conveniently move this part to the website owners – but we realized it early on that this is something that needs inputs and recommendations from our side as well to facilitate wise decisions.
What is the difference of approach?
i) Comprehensive research: We have a dedicated expert team of researchers who have dived deep into respective industries and captured examples which let us know what is going on with respect to segmentation in that space.
ii) We take assessment of market segments from website owners – then amalgamate them with our expertise of identifying and selecting segments. Based on this we recommend which segments to go after. A structured logic is prepared around the complete exercise so that it is clearly known why it is done.
iii) We also look at which new segments can be targeted – ones that may have been missed out due to lack of resources on research.
iv) Then we tailor messages for different segments on the website. Different segments will have different preferences of looking at a product/ service so they need to be flowed differently. In a post analysis scenario we can help better understanding of prospects through analytics and accordingly keep you tuned up. This would be an ace to keep ahead of the game at all times.
Harnesing the value of segmentation lies in knowing your market segments and also in how to present them on your website. You may be tempted to take a short cut because you would need time and energy to figure this out. The best way would be to look for a strategic partner- one who lives up to the yardsticks mentioned.
This article is published by The Web Strategy Company , the online resource for industry specific strategies and tactics. We publish articles on a daily basis that focus on using your online presence to address key business challenges including sales effectiveness, business growth and financial results. This website is a knowledge centre produced by AftertheNet, a leading global web strategy consulting company. We have worked with clients across the globe in many industries, bringing them ideas, process and expertise in making their online presence a strong pillar in addressing business challenges.
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visitors segmentation
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