OpenView Labs Best Practice Videos: Website Content

Segmentation

Using website segmentation can:

• Increase website visitor engagement

• Differentiate from competitors• Improve inbound marketing

effectiveness

•Best Practice #1: Use visual and interactive cues to encourage visitors to self-select into your target segments, so that you can control their visit experience.

Randa Solutions provides an excellent example of clean, simple website

segmentation.

RedPrairie offers a good example of multi-level industry segmentation scheme, including tabs for the automotive,

furniture, and retail industries among others.

Location Labs focuses on product and use case segmentation rather than types of visitors.

They use simple but effective value propositions to explain each individual products.

AppSense combines multiple segmentation tools: industry, product, and persona based

•Best Practice #2: Directly speak to the target audience by offering targeted content that is relevant to their interests and messaging that resonates with their needs.

AppSense also has targeted, engaging,

and original content.

Janrain includes marquee customer

case studies and highlighted

links to relevant products features.

There are persona-specific

videos on Automation Anywhere’s

website.

Central Desktop has created an entirely different website for the market agency sector

called SocialBridge.

Disclaimer: Central Desktop is an OpenView portfolio company.

•Best Practice #3: Use design elements to limit the amount of textual content and make the segmented webpage more reader friendly and easier to navigate.

The dropdown

banner at the top of

Decision Lens’ page also serves

as a segmentation

tool.

•Best Practice #4: Diversify the information that you use to populate your segment-specific webpages.

Emptoris has included a customer

testimonial, an industry

article, two white papers, and a webinar.

They also provide several pieces of original content,

such as case studies, reports, and whitepapers. Additionally they

have a very effective

navigational sidebar.

•Best Practice #5: Provide segment-focused interactive content that both shows your degree of specialization, knowledge and experience in their market and increases visitor engagement.

JDA has created a free retail self-assessment, a great example of interactive, original, and industry specific content.

Central Desktop offers a segment-specific interactive product walkthrough for SocialBridge.

Disclaimer: Central Desktop is an OpenView portfolio company.

1. Use visual and interactive cues to encourage visitors to self-select into your target segments, so that you can control their visit experience.

2. Directly speak to the target audience by offering targeted content that is relevant to their interests and messaging that resonates with their needs.

3. Use design elements to limit the amount of textual content and make the segmented webpage more reader friendly and easier to navigate.

4. Diversify the information that you use to populate your segment-specific webpages.

5. Provide segment-focused interactive content that both shows your degree of specialization, knowledge and experience in their market and increases visitor engagement.

Summary of 5 Best Practices for Website Customer Segmentation

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