How to Segment Your Traffic to Boost Leads and Conversions?

Jan 14, 2017
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Segmentation in marketing lets you provide your visitors with a more relevant message, and so, your leads and conversions results can get effectively improved.

Traffic segmentation transforms your lead generation strategy by providing the right experience to the right person at the right time.

No matter in what kind of business you are into, this technique gives you the potential to transform your lead generation results.

Segmenting Traffic Matters to the Marketers

People who visit your website have different needs but most of the websites send all the visitors through the same path. To increase the relevancy of your site, you can segment your traffic as per their needs.

  • Traffic segmentation has the potential to generate 89% sales uplift and 58% average increase in order value.

You can create personalized landing pages and marketing funnels for your different audience buckets. And, here we have listed the ways you need to use to start segmenting and converting your traffic.

1) A Form on the Homepage that Segment Leads

You can place a form on your homepage that sends your visitors through a particular path when they submit it. And according to their answers they will be directed to the path where their interest lies. For example, Leadformly’s homepage has a personalized ‘Thank you’ page for different type of visitors. When they land on the website, they are asked to fill in that in what kind of business they are into.

This lets you provide a more relevant experience to your customers.

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2) Series of Questions to Segregate Customers

Personalized recommendation forms are used by popular companies like HubSpot, Crew and Wealthfront, as it is an effective way to interact with your customers. You can provide your visitors a modified recommendation based on their responses to the series of questions.

You can place an interactive form which contains a series of questions that gives you a report that what is their need and what suits them the most. This way you can easily segment your audience into different buckets.

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3) Geographical Location

This approach is not that personalized but it is one of the popular criteria used for segmenting the traffic. You can segregate your visitors on the basis of their location.

Suppose, your targeted customers are from a particular country, then they can be directed to a specific landing page meant for the visitors of that country only.

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4) New and Returning Visitors

You can display different options on your page which segregates new visitors from returning ones. With the help of this segmentation, it becomes relatively easier to cater to different types of customer.

For example, you can keep two download options: one for beginner’s guide download for new visitors and other one for advanced guide download for repetitive visitors.

5) Personalized Emails to Each Segment

You can categorize your audience while capturing a visitor’s email address. By using the segmented information you can send hyper-targeted emails that lead to conversions. You just have to realize that in which two different segments your audience falls by identifying their needs. This lets you send relevant emails to different users and increase the open rates and clicks on emails.

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6) Create Segments based on URL Parameters

There are different URL Parameters that can be used for segmentation for maximizing conversions.

For example, you can create an AdWords based URL parameter. You can easily check that which keyword is getting much attention and is leading to more conversions for your Adwords campaign. This helps you segment your audience on the basis of keywords.

7) Segment on the Basis of their Traffic Source

You can manage your visitors on the basis of their traffic source (Social networking sites, emails, organic search, PPC Campaigns etc.). For example, if your visitor is derived to your PPC campaign then you must want to show him or her different landing page. So, you can design a separate page that contains all the details required by those users.

8) Behavioral Targeting

This lets you target your customers by learning their behavior. And once you get to know about their behavior, you can segment them into different categories.

You can track them on the basis of the average visits they make before converting or what is the color they are searching for. You may also create a segment for those who revisit but haven’t completed their purchase and ask them to make a purchase by giving a discount for a particular time period.

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9) Desktop Audience from Mobile Audience

These days’ people use mobile more often to search for stuff rather than desktop. If you segment your mobile and desktop traffic, then you can generate better results for your site. You need to have a more user-friendly and readable design for your mobile users too.

Create different landing pages for mobile and desktop users. This way you can monetize your website traffic better and effectively increase conversions.

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10) Refine Content and Messaging using Segmentation

You can understand your audience behavior better by segmenting them into audience buckets as segmentation provides you answers that what may yield good results for your brand.

For example, a web hosting website segmented their readers by keeping an interactive form on their site. And this helped them improve their credibility, as they got to know that the audience is looking for on their site.

Audience insights you get after segmenting your audience into different segments is very useful for better marketing results. And, this provides you a better means to deliver a relevant message to the visitors. So, take an action and start your ball rolling by using these ways of segmenting traffic to go beyond from where you are right now.

So, now you can use the above mentioned ways to segment your traffic and effectively increase the leads and conversion.

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