It’s easy to fall into the trap of marketing to some single audience. But your customer base contains groups with different qualities and experiences—and various needs. When you determine who and what they are, you’ll be able to better personalize your marketing strategy .
This process is known as segmentation, and you can utilize it to split your own audience in many ways. For example , you could use demographic segmentation to target groups depending on traits like age group and location. Or even, you could break them up by their personalities along with other psychological traits using psychographic segmentation.
While demographic and psychographic segmentation divide audiences by who they are , there’s another type of segmentation that breaks all of them up by what they do . Let’s talk about behavioral segmentation and how it can help you customize your landing webpages for more conversions.
What Is Behavioral Segmentation and Why Should You Utilize it?
Behavioral segmentation is the practice of organizing your market into categories depending on their behavior together with your brand .
In a Marketing Week survey, 44% of marketers said they use behavioral segmentation more frequently than other forms of segmentation. And a whopping 91% considered it the most effective kind of segmentation.
Why? Unlike additional common segmentation techniques, behavioral segmentation is straight related to your brand name . This hyper-focus lets you speak to your audience more effectively based on their particular relationship with your product or service.
What Behavioral Data Can You Use within Segmentation?
You can look at all sorts of brand interactions in your behavioral segmentation. Here are three data points you can use to your next landing page.
A person’s buying habits impact the kind of marketing it’ll decide to try convince them to buy your product. You can divide buying behavior into four categories :
- Complex: Customers looking to study and buy a long lasting investment item. They invest a lot of time within their purchase and see a lot of differences between manufacturers.
- Dissonance-reducing: Customers who worry about making the wrong purchase. They want to reduce the dissonance that happens when they buy something that turns out to be a bad fit. They feel invested in buying but don’t differentiate among brands much.
- Regular: Clients who buy a product as part of their habit. The buying procedure or the brand they use don’t factor straight into this habit—just the item they need. So , customers who practice continual buying behavior don’t put much believed into their purchases.
- Variety-seeking: Clients who want to switch up the product they use. They don’t feel extremely involved in the buying process, but they care about the brand they get.
When you know which team your target consumer falls into, you will be prepared to tailor your own landing page content to their particular values. For example , if you work with customers who wish to make a long-term purchase or worry if what they’re purchasing is right for them, you can add more interpersonal proof to your squeeze page to gain their rely on. Interpersonal proof shows that some other clients approve of your product , putting highly involved buyers at ease.
Look the way the performance management software Lattice uses many types of social proof on their landing page to address customers’ worries:
It shows off 3 testimonials from clients who come from businesses of different sizes, then shares its 99% rating on G2. Now visitors know that customers with different experience all enjoy Lattice.
Your customers search for different sets of advantages to your item. When you segment your own audience by preferred benefits, you can tailor your landing pages based on the perks that issue most to each group .
Let’s say you sell stationery. You could segment your customers straight into two groups: people who prefer reliability and people who like good looks. Then, you’d marketplace your highest-quality document to the first team and your prettiest periodicals to the second.
You can often sell exactly the same product while focusing on different benefits . Let’s look at the Tian ecocar, a product that you could market to two segments in different methods based on benefits:
Tian’s landing page focuses on two models of benefits: eco-friendliness and performance. It offers the name “ecocar, ” but its first value prop focuses on the sportiness and swiftness. If you were the marketer for Tian, you could create landing page variants that concentrate on each set of advantages individually.
Based on HubSpot, 90% of satisfied customers will buy from the same brand again. Yet, not every company tries to organize their own customers by their amount of loyalty . Because of this, visitors who know and love an item get marketing that will acts like these people don’t.
You are able to avoid this mistake by segmenting your customers by their level of brand loyalty . Some businesses calculate a customer’s devotion by their net marketer score—their likelihood of recommending the brand to some friend. If you don’t have a net promoter score system set up, you could also track it having a metric like their particular number of purchases.
Once you have your customer loyalty segments, how will you market to them in a different way? As the Woodworkers Guild of America displays, contests can bring loyal customers back in:
The Woodworkers Guild of America focused this landing page on existing members to help keep them engaged using their mailing lists and brand name. It doesn’t try to explain what the guild is because the target viewers already knows.
Make Reaching the Right Audience Easier along with Smart Traffic
After you segment your audience and customize your landing pages to each team, it can get challenging to keep track of it all of the. If you find yourself getting overwhelmed, try one of these methods:
- Stick to one marketing campaign: Manage all of the landing web pages related to an market segment in the exact same campaign.
- Focus on 1 segmentation type: Segment your own audience by a one behavior (e. gary the gadget guy., loyal/not loyal) at the same time until you feel more comfortable with more complex segmentation.
- Get help from AI-powered tech: Use technology like Smart Traffic to automatically direct various audience segments for their corresponding landing page variations.
Clever Traffic automatically picks up what segment an audience member belongs to and directs them to the squeeze page variant most likely in order to convert them. Create a few variants from the same landing page based on behavioral segmentation and watch Smart Traffic send them the right way.