SEO Market Segments
How well do you know and your best clients and potential client market segments?
Many targeting and personalization best practices are based on three simple truths:
- Different visitors respond to your website in different ways.
- Visitors with shared characteristics constitute segments.
- Matching content and features to segments pays dividends.
You need to define and then understand the differences in your websites visitors. If you are a B&B and near an international border does your website have a way to appeal to people from both countries? If you are a company based in the United States your product could appeal to visitors from the UK and you can see that people from the UK visit your site then it is wise to match your web copy to this market segment.
Consider what happens when you open an online store on the World Wide Web. Even if your marketing focus is domestic potential customers from around the world will eventually visit your site and, depending upon what your site is selling, they may want to buy from you. This is an international segment and it may be more lucrative than you think.
To find out how lucrative, first check your site metrics to see how much international traffic you have and how it is converting. If this segment is converting below average, consider targeting some of your site content to the top 1 or 2 countries in the international segment.
For example, let visitors from the UK know that your business is happy to sell and ship to the UK. It could be a simple as that to boost conversion.
International traffic is but one example of visitor segmentation. Do you know your markets? Have you considered how to speak to your segmented markets and how adding certain customizations could help key segments convert? Give this some serious thought and increase your conversion rate.