Don’t Put Your Eggs in One Basket: Conversions Through Segmentation

Your website serves as your best tool for attracting attention from potential customers online. Since your web content is what really carries your message across and secures conversions, your content marketing needs to be optimized for your targeted customer profile.

egg basket

But what if you have multiple targeted customer profiles, with different tastes and motivations, and they all require a different approach? Do you optimize for one group, at the risk of alienating or under-representing another? Do you target your content as little as possible, leaving your website with vague, muddled content that doesn’t attract any customers?

Divide and Prosper: Target Multiple Customer Profiles

The internet is a very versatile medium, and you shouldn’t worry about reaching one profile or another if your business caters to multiple customer bases. Your website cannot only be optimized for a single customer profile; you can optimize it for any number of customer profiles by putting extra work into creating separate user experiences for each customer base.

In simple terms: you can make your website reach who you want, and deliver it in a way that they can customize for themselves.

There are many different ways to implement multiple content sets for different customer profiles. Generally speaking, it is easiest to target individual customer profiles by creating a specific microsite or separate landing page for different customer types, and letting your visitors define who they are on arrival. Allowing your customers to identify themselves through selective content options can provide a wealth of valuable data that can drive your future online strategies.

To accomplish this, you need an entirely different set of webpages for each client profile. You can create individualized landing pages that speak to the pain points and specific needs of a hyper-focused target segment, or you can generalize a bit more and classify your targeted groups by profession, interests, or level of expertise.

Your website will need some sort of navigation options that make your differentiated webpages available to your visitors. This can be done with a simple dropdown menu, a site prompt upon arrival, a gateway page listing specific destinations for visitors, or any other number of creative, attention-grabbing methods.

Wikipedia Segments Their Content, and So Can You

The most common example would be any international website. Take Wikipedia for example. The landing page you arrive on is simple to understand, and vastly segmented. If you are a French or Italian visitor, Wikipedia would be fairly inaccessible to you if you landed on Wikipedia’s English-language front page.

By providing a globally-focused landing page to all users that arrive on their front-most landing page, Wikipedia has segmented their content based on language. The user then clicks their preferred language, and can access the content specifically tailored to them.

Amazon.com also segments their webpage based on languages. If you scroll to the bottom of the homepage, you will see under their bottom-most logo a list of other nations. Canadian shoppers can select Amazon Canada and access Canadian products at Canadian prices. Not only have they segmented their websites by language, but also by visitors’ professional levels immediately above this. If you are an investor or a member of the press, you can find content specially catered to you at Amazon’s Investor Relations pages or the Press Releases page.

Many international businesses have elegant, minimal landing pages that offer segmentation by geographic region, language, and level of interest. These are incredibly broad segments, and may not be immediately applicable to small businesses. You can, however, apply these general ideas to your small business website easily.

Make Segments Work for Your Business

Identifying your targeted segments is the first step in the process. You can use business research, site analytics, and any other resources on this site and others. Once you’ve researched your customers, you should be able to form a general profile of who your most valuable customers are. If you sell kitchen appliances, your segments may include profiles like “The Soccer Mom,” “The Newlywed Couple,” or “Dads Looking to Upgrade.”

From there, you can design content strategies around each profile. What motivates each profile? What do they not like? What are they looking for from your business? After the lengthy task of developing custom content for each of your specifically-targeted customer profiles, you can create special landing pages and other web content specifically tailored to them.

After your segmented content pages are done, you should include a navigation option or engaging interactive elements that prompts the user to identify themselves. However specifically or generally you provide definitions for what defines your visitors, make it clear that there are different categories they should fall under. Designations like “Just Browsing?” and “Looking to Sell” can direct visitors to entirely different sets of content.

After your navigation element is in place, watch your site usage statistics. The types of pages people visit will tell you the success or failures of your targeted segments. If you have one set of content that is hit far more often than another, you’ll know that the lower-performing target profile may need fixing, or might be unnecessary.

By watching your statistics and knowing where your traffic comes from, as well as where they go and who they are, you can craft content marketing strategies that drive results and greatly increase ROI with laser-focused, customer-targeting accuracy.

Egg Basket Photo via Shutterstock

4 Comments ▼

Amie Marse


Amie Marse Amie Marse is the founder of Content Equals Money, a small content generation firm based in Lexington, KY. She’s been a passionate freelance writer turned business owner for over 7 years. Her philosophy is that the essentials of content marketing do not change from the small business to the Fortune 500 level, and that creativity trumps budget every time.

4 Reactions

  1. Sometimes you can reach multiple customer types on a single page. Put punchy, bullet point content above the fold with a clear call to action to reach the decisive, quick-acting customers. Below that (on the same page) put testimonials to reach customers seeking social proof. Below that, include a lengthy description of the product/service in paragraph form for customers that need lots of information before deciding.

  2. Well said that without segmentation our business model may burst at any point of the growth so taking notes from this article I’m going to use the same in real life during creating my current business and will also try to put this at the old ones.

    Hey Robert, thanks for putting such a mind shattering piece of information out here.

    • Oh so sorry Amie, because I thought the first commentator Robert as the author of this article actually his comment was appearing to me as author bio so I took the name and wrote in my comment.

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