Use meaningful segmentation

So, we’ve matched our landing message with the message that got the click and we’ve ensured that our brand is credible and consistent. Now what?

The 9th best practice to try is pre-conversion segmentation. Why? Two really good reasons.

1. To create a better experience for our users. Not all clicks are equal, so we need to find out who they are by offering them a choice, then pay that choice off with copy, calls-to-action and fulfillment that speaks to their needs.

2. To get better insight into who is landing. Along the way segmentation data can help us qualify the online respondent so don’t just get quantity, but quality too.

Conversion creatives with meaningful segmentation are friendlier and more conversational than traditional “one size fits all” landing pages. Respondents are gently guided along a short two or three-step creative that lets them identify what is most relevant to the them. They become more engaged because each step is a 5-second click, which pays off with more relevant details. The second and third pages finally deliver on that promise, providing a deeper and more targeted offer.

Remember that segmentation should be used when appropriate and meaningful. You shouldn’t ever feel obligated to segment for the sake of segmentation.