Only 25% of digital marketers target website traffic by customer segment to improve conversion rates, a tactic that can make a real impact on the bottom line. Customer segmentation can take many forms: repeat shoppers vs. first-time visitors, warm climate vs. cold climate, tablet and mobile shoppers vs. shoppers on desktops or laptops, etc. The underlying goal should be personalizing the online experience to deliver the right message, to the right customer, at the right time.
With a little targeting know-how, online marketers can begin customising unique website experiences for every visitor. The good news is that segmenting your customers is easy, and implementing a sound targeting strategy will benefit consumers by creating a more efficient, individually-tailored online shopping experience that will result in higher conversions.