Knowing what your audience is doing on your Web site is good. Knowing a thing or two about your visitors so you can classify them into segments is better. And treating different segments differently with specialized messaging is priceless (with apologies to that credit card company).
Getting to "priceless" takes audience segmentation analysis. In simple terms, it helps optimize site performance by customizing the experience for different slices of your audience. You needn't go to Amazonian, one-to-one extremes. A little segmentation goes a long way.
Segmenting Your Audience
How do you segment the audience? Some basic segments:
Next, define desired behaviors for each audience segment. Each brings a slightly different agenda to the Web site. Most likely, you'll want them to do different things, too.
Finally, customize content on a per-segment basis. If you cookie people based on segment membership, they're recognized when they return. A simple step is to designate a "hot box" on each page, a dynamic zone where content is determined by each visitor's segment identity.
Segmenting for a Financial Services Provider
This is a less daunting task than you may think. We implemented a basic segmentation strategy for a big financial services provider. We defined just three basic segments to start: non-customers and infrequent visitors; customers who'd registered for online banking; and customers (or regular visitors) who had not registered for online banking. Online banking signups are a big priority, but you don't want to badger the converted with more signup propositions. So we promoted three different strategic calls to action in a cookie-driven dynamic zone:
The payoff, of course, is conversion rates go up in all three segments. By not just understanding visitor segments but also responding to them, you get higher conversion rates no matter what you try to encourage.
Obviously, you can take segmentation and personalized messaging to extremes. But even modest initiatives work. You don't have to be Amazon to impress visitor and score business gains this way. And when you see different audience segments using your Web site in different ways, the benefits of treating people differently quickly become apparent.
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.
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