11 Ways to Segment Your Audience for Personalization and Higher Conversions

No one wants to be treated like a number. A key to personalization is segmenting your website visitors so you can tailor the customer experience. Here are 11 ways to get started.

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Technological advances, the COVID-19 pandemic and a slew of other factors are rapidly changing consumer behavior—and brands will need to adapt to stay ahead of the competition including finding ways to segment your audience and personalize the shopping experience.

Consumers are spending more time shopping online and are more particular about the companies they support. They are increasingly concerned about social and environmental impact, supporting brands that promote sustainability and social good. As distrust in corporations and institutions grows, marketers will need to work harder than ever to connect with their audience.

Audience segmentation is one of the best tools to do just that, allowing marketers to increase conversions and personalize the customer experience like never before. But, the new form of audience segmentation goes well beyond demographic information. Today’s sophisticated software enables DTC brands to hyper-segment consumers, analyze buyer behavior and optimize their website for more conversions.

How can marketers capitalize on the power of audience segmentation? Let us take a look at the best ways to segment your web page visitors or email lists and connect with today’s consumers.

Photograph of chess pawns showing customer segmentation multi-colored pawns break out into smaller circles of same-colored pawns

1. Time Since Last Purchase

Acquiring a new customer costs at least five times more than retaining an existing customer. So, when a customer has not made a purchase in a while, it makes sense to segment that customer and send messaging encouraging them to buy. Customers in the, “Time Since Last Purchase,” segment may respond well to an email with an exclusive discount, a text reminding them about an abandoned cart item or a pop-up welcoming them back to the website.

2. Number of Pages Viewed

Clearly, a customer that has combed through dozens of web pages understands more about your brand than a customer who is visiting the website for the first time — which is why segmenting customers by the number of pages viewed is so effective. This method allows you to personalize marketing messages based on a customer’s familiarity with the brand. Your customers will feel seen and valued when you take the time to meet them where they are at in the shopper’s journey.

3. Past Purchase History

When you segment customers by past purchase history, you will get a much better understanding of buyer behavior and be able to better serve your customers. From there, you can make recommendations on related products, complimentary products, up-sells and cross-sells. Your recommendations will make customers more satisfied with their buying experience, and they will come back for more later on. It is a win-win for both parties.

4. Email Open Rates

Of course, not every customer on your email subscriber list is opening every email. If you blast the same messages to your entire subscriber list at once, you will risk annoying or alienating the less-engaged customers, and they might eventually unsubscribe. Instead, consider segmenting your email list by open rates. Send exclusive discounts or the most urgent messages to your engaged subscribers, increasing customer loyalty without bothering your less active audiences.

5. Purchase Frequency

Purchase frequency is one of the simplest, most effective ways to segment your audiences and increase conversions. Once customers are categorized based on how often they make a purchase, you can tailor your website or email messaging to boost sales, reward your most loyal customers and encourage new customers to come back. 

6. Cart Abandonment

Many eCommerce brands struggle with high cart abandonment rates, but lowering cart abandonment by even a few percentage points can make a big impact on revenue. By segmenting based on cart abandonment, you can get in touch with customers to remind them about their unfinished purchase or offer a discount for the items in their cart.

7. Abandoned Form

Taking cues from cart abandonment segmentation, DTC brands can also segment audiences based on abandoned forms. In a world where consumers are faced with distractions at every turn, it is natural that they might need a gentle nudge to finish signing up for a free trial or finishing a customer quiz.

8. Website Inactivity

Have trouble bringing users back to your website? Segment those audiences based on inactivity to bring them back around. You can remind them about their discount code or free credit that they have not used. You can send an email when they signed up for a service but never completed the download or installation. Or, you can simply send a friendly message inviting them to check out your new products.

9. Mobile vs. Desktop

These days, more consumers are shopping online from their mobile device than ever before. Recognizing this shift, 45-50% of retailers had plans to prioritize a mobile app in 2021. Whether your brand has a mobile app or not, you can optimize the mobile shopping experience by segmenting based on device type. Because when mobile shoppers face less friction as they navigate your website, they will be more likely to convert.

10. Referral Source

How did your customers arrive at your website? Was it through a social media post? A digital ad? Or, a search engine result? No matter how your customers find you, it is important to know where they came from. Segmenting based on referral source will allow you to understand their needs and create a better website experience that boosts the likelihood of conversions. If you know a visitor came to your website from a social media ad, you can mention the post on your website or even offer a discount related to the social content.

11. New Visitors vs. Returning Visitors

There are many reasons to segment visitors based on how many times they have perused your website. If you know a visitor has been to your website many times, you can create a welcoming message and give them instructions based on past website activity. In contrast, if you have a new visitor, you can present them with an introduction to your business or give them tips on navigating the website. 

Boost Conversions Today with Air360

Ready to start segmenting your audiences on a more personal level? Try Air360 by Scalefast today and get real-time, behavior-based user segmentation. Combine this tool with intelligent replays, auto tracking and smart funnels to optimize your website like never before. Download the eBook to learn more about how Air360 can help you boost conversions and revenue.

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