Like an elevator pitch for your business, great landing pages work a little bit of magic for you. You provide visitors with a clear message as to what they get in exchange for giving you the information you want (usually an email or a phone number). They agree, and voila! You have a new lead.
But what if the magic isn’t quite there? Traffic is only trickling to the landing page and few click through? What can you do to bring that magic back?
A great landing page works like a corral. Traffic arrives on your landing page because they saw a call-to-action (CTA) on your website, an ad, or an email, and they clicked. They show up with an expectation, and this is where you finish the transaction.
The mojo starts with marketing segmentation.
Three ways segmentation will make your landing pages move to the top of the class
By applying the principle of segmentation to your landing pages, you’ll:
- Bring the right people to the right landing page for them
- Guide your lead on the best journey directly from the landing page
- Gain the ability to test your efforts and refine your approach
- Boost conversions, which means, well, you know, more dolla dolla bills
What is marketing segmentation?
Marketing segmentation refers to a strategy to intentionally subdivide your contacts or your target market into any number of smaller groups with common needs, interests, pains, etc. When you bundle groups of people by increasingly more specific categories (women who love soccer, drive expensive cars, and live in the Pacific Northwest) you can message to them more personally than if you treated everyone the same.
Your customers are each unique, so they will respond differently to your landing pages. Using segmentation, you can build landing pages with the best combination of copy, images, and CTA that will appeal to various chunks of your audience.
Implicit with this kind of marketing strategy, if you plan to use segmentation, you have to find out as much as you can about their customers, which begins with understanding the marketplace and how your small business fits in.
Assuming that you’ve done both of these things, let’s look at just how segmentation can help you create ultra-effective landing pages that get the job done.
Segmentation brings your audience to the right landing pages
Your audience is made up of people with a variety of interests, and there may even be a variety of pains they feel that lead them to your brand. Instead of just one general landing page, you can have several possible landing pages targeting the differences among your audience.
You drive traffic to your landing pages via calls to action on your website, emails, blog, and paid advertising. This creates a journey for the visitor.
For example: Let’s say you run an A/C maintenance and repair business. Some clients are looking for help because their A/C unit is broken, and others are looking for an ongoing maintenance plan.
You want to target clients looking for maintenance plans. You start the journey to your service by placing an ad on Google targeting this segment with a free e-book on how business owners can better improve their A/C maintenance. When they click on the ad, you direct them not to your home page, which offers all your services, but to a landing page specifically designed for business owners who want the e-book. The landing page details a little bit of why maintenance is necessary and cost effective. In order to get the e-book, they have to give you their email. You can safely bet that anyone who gives you their email from this landing page fits into your target segment. Conversely, if you’re not seeing conversions, it’s a good bet you’re targeting the wrong segment with your ads and need to make adjustments.
Ideally, you’ll want to segment your audience before they get to your landing page, and then work the design, copy, and a CTA on the page so that it best matches the needs, interests, leanings of that group. Let’s look at some basic ways you can segment the traffic to specific landing pages:
Demographics are facts you can identify about a group: gender, age, occupation, etc. Certain demographics respond to content uniquely as compared to others. Sticking with our A/C maintenance company, if they know that business owners between the ages of 35 and 50 tend to be the ones that make the most calls for maintenance contracts, they might want to segment their ad campaigns on social to that demographic, and then set up their landing pages to appeal to that demographic.
Psychographic segmentation is different from demographic in that it answers less the question “who?” and more the question, “why?” In this case, you may not be able to discern the reason for an interest in A/C maintenance from a gender point of view, but the reason that people are looking for maintenance may be because these are forward-thinking, careful budgeting types who want to avoid the short-term cost of emergency repair. When you understand why they need help, you can target them with landing page copy that fits their needs.
Segment by pain point
There’s a good chance that as a business owner you understand better than anything else the pain points that drive your customers to your business. After all, most sales conversations revolve around how your product or service solves a specific pain point. It wouldn’t hurt to sit down with sales to find out what they’ve been hearing on the front lines and use that knowledge to develop some new segments.
Check out this example from real estate agent, James Respondek. They optimized a beautiful landing page segmented for high-end buyers in the market for homes in Malibu with swimming pools.
Segment by how they got to your landing page
Because you have numerous ways to direct people to your site, social media, pay-per-click (PPC) on Google, email promotions, and more. If you direct each channel to its own landing page, you know one more fact about that traffic that you can use to enrich your landing page. Some ideas for this: Optimize the landing page from your email promotion to include a line thanking them for responding to your email. Take the example below from Gianni Cara; this landing page targets Quora uses.
Segment your landing pages to guide your leads on the best journey
So. Back that concept of the journey. You used segmentation to get the right people to your landing page and, armed with that knowledge, optimized the landing page to appeal to that traffic. But that’s not the last stop. You can continue to segment that traffic from your landing page.
You can provide a simple call to action that offers your visitors the ability to click to the experience that most fits their needs. Often referred to as “visitor segmentation,” it allows you not only to gain important insight into the leads you gather, but it also provides a richer, more personalized experience for your new lead, helping them feel welcomed into your brand.
Think of it like a “choose your own adventure” moment. Even though you did your best to segment your audience before they got to your page, there’s a very good chance that you don’t know precisely what drew them to your landing page. You can use the landing page to offer them a choice that will help identify exactly what they’re looking for. This can help you provide the best service possible. Take, for example, Dianne Sanfilippo’s landing page. Her landing page offers her audience the choice between downloading her healthy shopping lists or information about a 21-day sugar detox. She knows that visitors are interested in a healthy diet, but now they can take the path that most interests them.
You may know something about how your leads are coming in, but visitor segmentation will help you learn even more. Are they a decision maker? Are they looking for a product demo or are they looking to speak to a specialist? Do they represent a company of more or less than 100 employees? You can tailor their experience based both on their needs and your ability to provide a solution by giving them an opportunity to move through the experience that suits them best.
Why not create a multi-leveled landing page experience? There’s no rule that says you can’t. You can create a landing page that segments your audience and their selection drives them to another landing page that’s even more customized to their preference.
Imagine our A/C maintenance company again. This time, imagine they’ve targeted their inbound traffic to business owners as best they can, but they can provide value based on the square footage of the space that needs to be cooled. They could segment their visitors further by asking them to indicate whether or not their building is more or less than a million square feet. The visitor will know that the landing page the arrive at provides them the results that suits them best.
With visitor segmentation, you can add an additional level of segmentation and personalization that would be (nearly) impossible to achieve for the inbound traffic. Visitors want to know that the brands they explore can provide solutions that will work for them specifically. By segmenting your landing pages, you provide them that experience.
Segmentation for testing: the coup de gras
When you use (and track) marketing segmentation for landing pages, you will immediately gain insight into your whole sales and marketing effort.
The best way to use segmentation to improve your approach is with A/B testing, or “split testing.” A/B testing is a way to measure the effectiveness of your landing pages by running in parallel two slightly different landing pages to viewers with similar demographics. You then measure conversion. You can then use the results to understand how the design, copy or other tactics work best.
You can A/B test any aspect of your landing page that you think would help improve conversion. Test copy: you can test any aspect of the copy: word count, phrasing, you can even get down to the difference in a single word if you like. Test Images, color, and design: How does the design help move your visitor to the CTA? Does the CTA need a different colored background or submit button?
When split testing, marketers can be tempted to test too many aspects at once, thus creating two very different landing pages. They will be able to measure the results and see which performed better, but because they are so different there’s no clear reason why.
Because you can split test anything and everything, there’s the chance that you can get bogged down a bit in the details. You can find some respite in the fact that A/B testing is based on a somewhat scientific principle of controlled experimentation, but in practice, A/B testing is more of an art form. It takes a nuanced approach, and you can learn from the experiences of others.
Here’s where testing gets fun! Visitor segmentation affords you an opportunity to test the kind of experience that your visitors are looking for. You can literally ask visitors to tell you what they prefer, right on the landing page.
The Infusionsoft demo page is a great example of a segmented landing page that can also work to test user preference. The inbound traffic arrives on the landing page with the expectation of seeing a demo, but Infusionsoft offers three different ways to engage with the demo, allowing them to choose the kind of demo they’d prefer. If one kind of demo outshines the others, Infusionsoft can promote that best demo version in other ways, knowing that it has the greatest appeal.
Marketing segmentation can work wonders to boost your landing pages. While there’s no secret formula out there that guarantees your landing page will work perfectly, testing and smart targeting will help you work incrementally toward more effective pages.