Landing Pages: How to Segment

One of the major advantages of conversion paths is the ability to easily — and transparently — segment respondents. By giving respondents a few simple, one-click choices on the first page or two of a landing experience, you can simultaneously navigate them to the most relevant content and offers while revealing their segment.

Executed properly, post-click segmentation reveals people’s preferences, intentions, and audience segments. Executed poorly, post-click segmentation can be both annoying to the respondent and useless to the marketer.

So how do you segment properly?

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The Reincarnation of Search Marketing

As I write this, Google’s stock dropped to $273 — over 62% off its 52-week high. In the same period, the Dow has lost 44% of its value. In other words, the market’s assessment of Google — in theory a bright start for the new economy — has been more punishing than for the overall state of the economy. Whether you agree with Google’s valuation at either extreme, there’s no denying that the economic crisis is a major bump in the road for search marketing.

But that might be a good thing.

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