A Detailed Guide to Visitor Segmentation
Proper visitor segmentation is critical if you want to achieve success with your marketing campaigns. If you’re not segmenting your audience, you’re missing out on your marketing campaigns, and it could have a major impact on your marketing budgets.
In fact, you’d be surprised to know that a majority of online customers feel that the content they get to see online is not tailored to their interests. If you aren’t optimizing the user experience and segmenting your audience, not only are you leaving money on the table, but you are also not utilizing your marketing budget effectively.
And this is one of the keys to how to start an online business, too.
What Is Visitor Segmentation?
Simply put, visitor segmentation is the process by which you can divide your visitor base into different categories. These are easily definable and accessible, and more importantly, actionable. This allows you to get a better understanding of the kind of visitor you attract.
You can segment visitors based on several different traits, including their interests, region, personality, shopping preferences and a lot more. Segmentation simply offers you a way by which you can streamline processes and personalize your marketing strategy to target specific subsets of your customer base.
If you have fast ecommerce web hosting, you can gain a better understanding of how people interact with your products without having to lose them through the visitor journey.
Why Segment Your Visitor Base?
There are a plethora of different reasons why visitor segmentation is so important for businesses. Some of the major reasons include:
- It allows you to understand your core audience at a much deeper level.
- This, in turn, means that you can tailor your marketing strategy to better focus on the pain points of your core visitor base. For instance, you can create targeted campaigns that address specific segments.
- You will ultimately notice a major improvement in your overall customer service, which improves business goodwill. More importantly, when customer support improves, your business will automatically start to receive more praise.
- This fosters customer loyalty in the long run, especially since you can tailor marketing materials to target specific customers.
- Allows you to communicate with your core customer base
- Understand specific needs of your customers and how they interact with different products
- Visitor segmentation also lets you identify opportunities that you can target to improve your service and make it more efficient.
Types of Visitor Segmentation
Before you start segmenting your audience, it’s important to determine how you’re going to do it. Here are some of the most common types of visitor segmentation models:
Arguably the most common type of segmentation out there, demographic segmentation allows you to segment your visitors based on different demographics, including their age, education, income, or any other that you prefer.
Geographic segmentation is carried out when visitors are segmented based on their geographical region. This could be their city, state, or country.
People tend to exhibit different behaviors based on different interests. Behavioral segmentation focuses more on these things, including the manner in which they use a particular product, the categories they visit on your platform, or how they interact with your site.
You can also segment your audience based on technological segmentation, which primarily refers to the different ways in which people use technology. This could include mobile or desktop usage, different apps, and other things.
Value Based Segmentation
Finally, there’s value based segmentation. In this type of segmentation, companies segment visitors based on the value they generate for the company.
How to Segment Visitors
Now, here are a few tips on how to segment visitors effectively.
What Do You Intend to Achieve?
First of all, you need to specify what you wish to achieve from the segmentation? Do you want to gain a better understanding of your audience, or do you want to optimize your marketing strategy?
Define Groups for Segmentation
Depending upon your goals, you need to segment visitors into specific groups. This is important since it’ll help you make valuable use of the data that’s available to you. For instance, if ad targeting is your key aim, you should use demographics when dividing visitors into specific groups.
Target Your Customer Segments
Once you have actionable insights available at hand, you can at least monetize these and put them to use by targeting them. For instance, if you are segmenting your audience based on their demographics. Once you have defined your goals and objectives, break them down into measurable key results, and you’re good to go!
It’s also important to analyze your visitor segment and make any changes if you deem fit. You will want to get opinions from different teams, including your marketing and sales teams.
This will allow you to determine whether certain subsets need to be excluded from the analysis altogether, or if certain ones need to be grouped together.
Create a Strategy Around Your Segmented Data
Once you have the data available, the next step is to make sure that you create a strategy around it. Analyzing and segmenting the visitor data is one thing, you also need to make sure that you turn this data into an actionable plan.
For instance, if you have segmented your data around a specific demographic, you will want to make sure that you identify key pain points and create a marketing strategy around that.
Here’s a step-by-step guide that can help you create an actionable plan once you have the segmented data available:
- Start by identifying key pain points based on different demographics. It might be a wise idea at this stage to take a look at what the competition is doing.
- Then, create a comprehensive marketing plan that focuses on targeting those visitors.
- Then, you need to track the performance of your new marketing campaign to determine whether it’s a success or not.
- It’s important that you continue to amend your strategy and make changes to track the performance of your new strategy. This will give you a better understanding of what’s working, and if there are certain changes that you need to make.
- For instance, if you feel that people are resonating with one pain point more than others, it’s important that you double down on that and focus more on highlighting these specific points.
Visitor Segmentation is an Ongoing Process
It’s not enough to segment your audience once and let it be. Instead, you need to think of it as an ongoing process. You can optimize and segment your audience once in a year or maybe twice to get better results and identify key trends in and changing patterns in the way users interact with your products.