5 reasons to use pre-conversion segmentation

When used correctly, pre-conversion segmentation can be a win-win for both marketers and landing page visitors. Pre-conversion segmentation allows you to quickly to find out who a visitor is and it allows them to quickly find what they want.

The thing about most landing pages is that they have to be ‘one size fits all’ to appeal to the many audience segments who may land there. But with pre-conversion segmentation, you don’t have to make a page ‘one size fits all’, you can make it far more specific.

When visitors can quickly get to relevant information, it increases the likelihood of conversion. And when you know who’s arriving on your pages, it allows you to optimize both your pages and your media buys.

If that information alone isn’t enough to convince you, here are five reasons pre-conversion segmentation works to increase lead quality and conversion rates:

1. Quick and easy engagement. It takes a few seconds seconds to click on an ad, and a few seconds to make the first choice on the segmentation path. It’s easy for the visitor to make a quick choice.
    
2. Self-identification. Users respond to self-identification cues better than form fields. Make it all about the user. With pre-conversion segmentation the user can see themselves in the page (‘there is something here for me!’).
    
3. Stay focused. Distractions don’t convert. Contextually relevant content sells better.
    
4. Demonstrate commitment. Signaling investment reflects commitment. “If you target me, you must think I am a good fit.” This allows the user to know he or she is in the right place (or not).
    
5. Conduct market research. Monitor which ads attract which segments, which segments convert the best,  and how prospects view themselves.

A typical landing page will yield you typical results (somewhere around 4%), but a highly targeted path can sky rocket your numbers due to the personalization of content offered. 

If you aren’t already testing with pre-conversion segmentation, I suggest you try it out. I doubt you will be disappointed with the results! Check out our portfolio of landing pages for examples.