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OpenView Labs Best Practice Videos: Website Content
Segmentation
Using website segmentation can:
• Increase website visitor engagement
• Differentiate from competitors• Improve inbound marketing
effectiveness
•Best Practice #1: Use visual and interactive cues to encourage visitors to self-select into your target segments, so that you can control their visit experience.
Randa Solutions provides an excellent example of clean, simple website
segmentation.
RedPrairie offers a good example of multi-level industry segmentation scheme, including tabs for the automotive,
furniture, and retail industries among others.
Location Labs focuses on product and use case segmentation rather than types of visitors.
They use simple but effective value propositions to explain each individual products.
AppSense combines multiple segmentation tools: industry, product, and persona based
•Best Practice #2: Directly speak to the target audience by offering targeted content that is relevant to their interests and messaging that resonates with their needs.
AppSense also has targeted, engaging,
and original content.
Janrain includes marquee customer
case studies and highlighted
links to relevant products features.
There are persona-specific
videos on Automation Anywhere’s
website.
Central Desktop has created an entirely different website for the market agency sector
called SocialBridge.
Disclaimer: Central Desktop is an OpenView portfolio company.
•Best Practice #3: Use design elements to limit the amount of textual content and make the segmented webpage more reader friendly and easier to navigate.
The dropdown
banner at the top of
Decision Lens’ page also serves
as a segmentation
tool.
•Best Practice #4: Diversify the information that you use to populate your segment-specific webpages.
Emptoris has included a customer
testimonial, an industry
article, two white papers, and a webinar.
They also provide several pieces of original content,
such as case studies, reports, and whitepapers. Additionally they
have a very effective
navigational sidebar.
•Best Practice #5: Provide segment-focused interactive content that both shows your degree of specialization, knowledge and experience in their market and increases visitor engagement.
JDA has created a free retail self-assessment, a great example of interactive, original, and industry specific content.
Central Desktop offers a segment-specific interactive product walkthrough for SocialBridge.
Disclaimer: Central Desktop is an OpenView portfolio company.
1. Use visual and interactive cues to encourage visitors to self-select into your target segments, so that you can control their visit experience.
2. Directly speak to the target audience by offering targeted content that is relevant to their interests and messaging that resonates with their needs.
3. Use design elements to limit the amount of textual content and make the segmented webpage more reader friendly and easier to navigate.
4. Diversify the information that you use to populate your segment-specific webpages.
5. Provide segment-focused interactive content that both shows your degree of specialization, knowledge and experience in their market and increases visitor engagement.
Summary of 5 Best Practices for Website Customer Segmentation
