An example of situational segmentation on a landing page

First we showed you an example of segmentation by role, now let’s move on to segmentation by need or situation. 

Overland Storage provides data recovery solutions for organizations that want to prepare for an emergency, not ones in the midst of an emergency. As you might imagine though, their search marketing ad may attract some visitors who are looking for an emergency data recovery solution. 

Instead of ignoring these potential future customers (hey, they’ll never want to go through this stress again), Overland Storage segmented the users based on their situation. 

In the case that a visitor is in the middle of an emergency, Overland Storage offered several helpful resources. This way, instead of adding to the frustration of someone in a fragile state of mind, they created good will towards their brand. 

This is a fantastic way to quickly segment and qualify leads. I hope it inspires you to create similar landing experiences.

You may check out additional Overland Storage landing page examples in our portfolio.