Increase Online Sales without more traffic using Segmentation And Targeting
Increasing web site sales generally involves one or more of the following methods:-
Increasing the number of visitors
Adding perceived value
Lowering prices
Creating scarcity
Using web page optimization
Use of segmentation and targeting
Marketing practitioners know the most appropriate ways to increase targeted website traffic or sales with targeted offers. However, a relatively small number of website operators will know how to use landing page optimization effectively and even less will know about using segmentation and targeting
The number of sales or opt-ins from a web page can be defined simply as:
Page Sales / Opt-ins = page conversion x page visitors
Notice that what matters is not how many visitors the SITE has, but how many visitors get to the sales PAGE. A well designed site receiving 6,000 visitors a month of which 50% or 3,000 visitors see the sales page, will out perform a poorly designed site with 25,000 monthly visitors of which 10% or just 2,500 visitors view the sale page, all other things being equal.
Clearly to increase online sales one must either increase the number of visitors to the PAGE or increase the PAGE conversion rate. By improving the conversion rate we are making the site and page better at converting visitors into buyers or subscriber opt-ins.
Getting ever increasing traffic to a web site or a landing page eventually produces a diminishing return. The traffic on any search term has a limit and striving to attain and maintain top 10 rankings on Google, or be in the first three results with pay per click can for the majority of site owners be too costly in time and money.
One of the benefits of web page optimization is that it allows site operators to increase page conversion and turn more page visitors into customers without needing an increase in traffic.
However, it is not economical to use web page optimization on all web sites since to complete the process in a reasonable time requires a certain level of traffic.
A less common method but equally effective to increase online sales is segmentation and targeting which like web page optimization does NOT need increased levels of traffic.
The process of segmentation and targeting is different because visitors are first segmented into groups and then targeted with offers specific to that group. Splitting visitors into targeted groups and then presenting them with an offer that is designed to match the needs of that group is why we are able to increase online sales.
segmentation and targeting begins with the visitor arrival at the landing page where they are offered choices regarding their personal preferences. This eventually enables us to present them with a tailored offer more specifically designed to meet the needs of the visitor in that group.
Visitors can be segmented into any number of different groups or combinations of groups based on gender, age, interests, type of problems for which they seek solutions, or any other category that is appropriate to the offer.
Having indicated their initial preferences a visitor is presented with a series of options that tailor their experience of the offer according to their continuing choices. The targeting process frequently employs a fun quiz which increases visitor interest and also improves retention.
A different interactive quiz is presented to each segmented group which results in those visitors in that segmentation and targeting group being shown the most suitable offer for them.
Segmentation And Targeting is a Win-Win System
The visitor wins by being shown an offer based on their own expressed preferences and the site owner wins by being more likely to make a sale to that visitor. The interaction with the site visitor during the segmentation and targeting process also contributes to increase online sales.
To see if segmentation and targeting would increase online sales or subscriber opt-ins for your web site visit segmentation and targeting. Or check if web page optimization could be used on your site to increase web site sales.
About the Author:
Tony Simpson has many years of experience in web site design and search engine optimization and offers a wide range of website optimization services.
Visit my FREE NICHE MARKET FINDER
