Why should I segment my visitors more precisely?
For the purpose of better and deeper personalisation, you can build segments based on the answers received in surveys. Use this information to address customers’ needs in a clever way. This post will give you 3 ideas how you can use segments to meet needs of your visitors and convince more of them to buy.
Segments for SaaS
Let’s assume your company offers SaaS solution. Advanced users often expect you to offer integrations with the software they already use, as it increases the effectiveness of both and makes work easier. Asking questions what other software visitors you can help you in two ways. First, it can give you a hint what integrations you should consider and you can tailor messages, based on their answers. Second: you build a segment of e.g. MailChimp users. If you don’t have an integration yet, you can inform tagged visitors once you implement it – they will be more likely to register an account but can miss out on information about the new integration otherwise.
Segments based on interest in your solution
You can use segments for something even more clever. Ask visitors what prevents them from buying or registering an account. The most common answers will probably be “too high price”, “I’m interested but not at the moment”, “I don’t need your services” etc. Creating segments of users who responded in a certain way allows you to differentiate messages and address their problems. The first group might be interested in a special offer. The second group might need some motivation – remember that many people who are interested, but not at the moment, will simply forget about you and won’t return. The third group might be interested in new features or products in your offer.
Demographic or psychographic segments
The third way is to create segments of users based on their demographic or psychographic characteristics. It can be especially beneficial to ecommerce websites. As you can imagine, a store selling home appliances can find information about reasons for shopping really valuable. Example: some people shop for a microwave oven because their old one broke down. Others are looking for a microwave oven because they are going to move out and it’s one of 100 pieces of appliances they need. Information about that can prove to be the key to effective communication. You can offer a discount or other kind of incentives to the second group when they buy goods for $1000 or more – it can motivate them to buy other products they need in your store as well.
As you can see, segmenting visitors can help you understand your audience better and adjust communication. Just remember about general rules of conducting surveys – high response rates to surveys mean that segments will be big enough to make differentiating communications worth an effort. If you want to make sure that surveys you create comply with best practices, take a look at this article: http://survicate.com/blog/how-to-get-greater-response-rate/.