Target Practice: Personalize Your Website To Create A Unique One-To-One Experience
Targeting website traffic by customer segment to improve conversion rates is done only by 25% of digital marketers today. With a little targetting know-how, marketers can begin customizing a website for every visitor.
Your website traffic looks like this...
- New visitors - 74%.
- Returning visitors - 26%.
- Desktops/laptops - 78%.
- Mobile phones - 15%.
- Tablets - 7%.
- Cloudy weather - 40%.
- Sunny weather - 35%.
- Raining - 19%.
- Snowing - 6%.
- United States - 89%.
- International - 11%.
- Viewed one category - 32%.
- Viewed more than one category page - 68%.
- Are located near a competitors store - 37%.
- Are located near one of your stores - 57%.
So why do all of your website visitors see the same website?
- Targeting techniques. There are different types of targeting techniques that can be used to deliver the right message to specific customer segments.
- Behavioral targeting. What is it? Present messages and offers based on a wide range of past and current website activity. Fast fact: 60% of digital marketers who target website traffic by customer segment use behavioral
targeting to segment their visitors and customers.
- Geotargeting. What is it? Target visitors based on where they are located. Fast fact: 58% of digital marketers who target website traffic by customer segment use geo targeting to segment their visitor and customers.
- Technographic targeting. What is it? Show different offers to website visitors based on their different hardware and various software settings. Fast fact: Non-computer devices accounted for almost 7% of all US website
traffic in August 2011.
- Weather targeting. What is it? Create weather-based promotions and messaging around current local weather conditions and refine by local temperature, heat index, and wind chill. Fast fact: Leveraging local weather
data to better match shopper priorities can help you win more business, come rain or shine.
Cheat sheet of targeting techniques:
- Recent average order size.
- Site visit frequency.
- Tax-free state.
- Operating system.
- Current temperature.
- Type of weather outside.
- Screen resolution/width.
- Mobile device.
- Purchase frequency.
- ZIP code.
- Returning/new customers.
- Distance to warehouse.
- Recent/last products purchased.
- Time/shipping zone.
- Web browser.
- Products viewed.
- Using all of these targeting techniques, marketers can direct a more relevant offer to a specific individual: 30-year-old man living in Seattle is a big football fan. He's near one of your stores using an iPhone on a rainy day.
Offered a 25% coupon to come into the store and purchase a local team poncho.
Bottom-line: Targeting will benefit consumers by creating a more efficient, individually-tailored online experience resulting in higher conversions.
Monetate | Follow @Monetate on Twitter | Sources: EConsultancy.com; ComScore.