In the past few days we’ve covered two key basics for improving your conversion rate.
- Message match your ad to your post-click landing experience.
- Give the gorilla the banana.
But what if some of your gorillas like unripe bananas, picked too early from the tree and some of your gorillas like over-ripe, black and bruised bananas? If you strip out the copy, the unnecessary graphics, the navigation and keep your page utterly simple (see post above), you will want to use segmentation strategies to make sure you appeal to all the gorillas funneling into your page. It’s with strategic segmentation that you can really turn up the volume on your conversion rate.You know your target audience, you know your ad messages. Think about the convergence of those two things. When someone clicks your ad and lands on your page, all you really know about them is that they clicked your ad. Something about the ad peaked their interest. That’s all you know. But if you want to get them to convert, you will need to know more. You will need to know who they are or what they are looking for. Armed with this information you can then make sure the experience is really relevant. And if the experience is relevant, a higher percentage of them will convert.