8/9/2019 Landing Page Optimization Article

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8/9/2019 Landing Page Optimization Article

http://slidepdf.com/reader/full/landing-page-optimization-article 2/2

How can you begin using segment optimization in your campaigns?

Start by making a list of possible segments within your audience. Who are the different types of people who look for you online and why? Dont restrict yourself to the way you may have segmented people in your database or your business plan.Brainstorm whats important and relevant from the respondents point-of-view, by considering any or all of the following issues:

the specific problem the respondent wants to solvethe demographic/psychographic persona of the respondentthe respondents stage in the buying processthe role of the respondent in their organizationthe respondents geographic locationthe respondents industry or the size of their organizationThese are your initial buckets into which respondents could be segmented. Dont worry if theres overlap between buckets, as these wont necessarily be either/or choices.

Next, review the keywords and ad creatives youre running in your search marketing

campaigns. For each keyword/creative pair, ask yourselfis there a particular segment that its respondents would clearly belong to? If the answer is yes, add i

t to that bucket along with the number of clicks per month it generates. If there answer is no, leave a question mark next to it perhaps with a handful of segments it might appeal to.

For instance, in our example above, the keyword phrases french exam and college french are obvious candidates for the student segment. Phrases like business french and executive french fall into the business traveler bucket. But learn french cant be segmented just from the keyword.

Now, look over your segment buckets and see which ones have the most number of clicks per month. These are your best targets for segment optimization.

For each one, create a dedicated landing page that is focused on the needs, wants, and characteristics of that particular segment. Here you can use content optimization such as A/B testing or MVT to find the best headline, imagery, layout,etc. for each page.

You can almost be guaranteed that these segment-specific landing pages will outperform your more generic ones. With your first few big segment wins in place youcan move further down The Long Tail, to less popular, but still easily identifiable keywords to meet each segment.

What about keywords that you cant automatically associate with a particular segment? In those scenarios, you can use techniques such as multi-step landing pagesand directed behavioral segmentation. But thats an article for another day.