Marketing in the twenty-first century is about change and innovation. Change is no longer driven by the ideas of big companies. Now it’s also driven my customer demands. Customers are doing innovation as fast as companies. Customers are in control, and brands can be created, enhanced, or destroyed overnight in the online world.

Knowing what your audience is doing on your site is good. Knowing a thing or two about your visitors so that you can classify them into segments is much better. And reaching different segments with specialized messaging is best of all.

Getting to that last step requires audience segmentation analysis. In other words, you need to optimize your site performance by customizing the experience for different types of your audience.

It is easy to understand that you may want to provide different information to someone who has purchased from your site 6 times over the past year and visits site weekly, as opposed to a first-time visitor. If you offer one version of the page, typically you will end up under-serving both groups.

If your visitors are not proactively segmenting themselves (by registering or other means), you should take advantage of your web analytics tools to track who is who. You may find that certain segments favor certain types of content and ignore others; or some call to action work well for some groups but poorly with others.

Your final step is to define desired behaviors for each audience segment and customize content on a per-segment basis. Contact Us today to learn how we can help you segment your audience and improve your site performance.