Dr. Ralph Wilson, a pioneer in Internet marketing, interviewed Scott Brinker of ION Interactive and asked some very good questions about market segmentation. It was brought up that you can actually increase conversions by segmenting your markets with a choice on your landing page – a two-click choice. In other words, you use your pay per click ad to drive traffic to your landing page, but instead of an immediate sales page your visitor sees two choices and makes a click on one of those links to be taken to the sales page.
I agree that this is a good way to drive targeted traffic interested in the same product but where market segmentation is a natural part of the sales process. For instance, in the example given, if you market your product or service to both enterprise companies and small businesses then you’ll have a separate sales pitch for both market segments. Instead of using the sames sales pitch for both segments you can drive traffic to the same landing page and segment on the page. Here, watch the video for yourself:
There are some problems with trying to do it this way and you have to ensure that you avoid the difficulties.
- Make sure that your pay per click ad targets both segments
- Target the right keywords that will appeal to both market segments
- Optimize the landing page for organic search as well
- Include some introductory text before the choice to encourage visitors to click one of the choices
- Don’t mix your messages because market segments are segmented for a reason
Market segmentation works if you do it the right way, but it can backfire if you make the wrong mistakes.
