Audience segmentation significantly impacts your ability to build relevant landing pages and personalized conversion journeys. Everyone has different personalities and buying habits that can determine how well your products or services resonate with them. Successfully building an experience around those intrinsic traits and established habits is the only way to consistently improve ROAS and increase conversions.
But building unique experiences for every micro-audience can be challenging.
With so many possible variables influencing any given purchasing decision, it can be challenging to pinpoint which factors matter most to specific audiences.
That’s why testing is a necessary element of audience segmentation. The only way to build conversion-driving experiences that get viewers excited about your products is to thoroughly experiment with each of your audience segments.
But deciding which elements to test can be tricky. That’s why we’re here to give you a head start. These are the seven landing page elements you need to test to identify your micro-audiences’ buying habits.
Your headlines are the claims you want your readers to notice first. If nothing else, this should comprise the copy customers read first before either leaving the page or making a purchase.
Testing headlines is critical for understanding what stands out most with your audience to keep interest alive. if your page has high bounce rates, poor headlines may be to blame. You need a compelling, engaging header to convince customers to widen the window of interest they’ve developed from your ad.
Here’s what your headline needs to accomplish with each audience:
- Reaffirm the offer or narrative of the ad they clicked on
- Convince them to continue scrolling with a value prop that builds momentum on their ignited interest
- Confirm that this page, offer, product, or service is specifically for them
- Consider testing how you identify the connection between audience and product in your headlines
Check out how these headlines successfully reaffirm an offer and call out their unique audience.
- “Healthy dog food for puppies”
- “Games for the whole family”
- “Affordable books for busy students”
Center your landing page’s narrative on the customer. A compelling story features your target audience’s goals, pain points, and needs but the way you accomplish that may vary.
The first priority is to inform the reader this story is about them. If they can see themselves in the narrative, they’ll feel close enough to your copy to continue scrolling. This tactic is an engaging way to pull them through the page—but the moment they no longer feel like the hero, they’ll bounce.
Here are the different elements of a successful narrative you need to test for:
- Define your customer’s story based on their intrinsic goals, desires, needs, or pain points
- Provide them with an actionable plan to achieve their goals through your narrative
- Prove your product can benefit their current situation, whether by solving a problem or enhancing an element of their life
- Expand on the story established from the ad, but understand that different elements of your narrative may be more impactful than others
Here’s an example of how that might work:
- Some customers may be interested in how your meal delivery service provides protein options to help them grow muscles, while others may be more allured by how it will help them maintain a healthy lifestyle in their older years.
- Consider focusing on different value propositions based on the different goals or alignments customers may have to a product.
Voice and tone define the way you tell a story. While these are both aspects of your narrative, you should test these elements of the experience separately.
Voice is the word choice and syntax you use to tell the story—it reflects your brand’s personality and attitude. Tone is more about the narrative’s mood and provides context around your story.
An example of this balance is Nike’s “Just Do It” slogan. The word choice is simple and direct but conveys their active lifestyle brand appropriately. The tone is more inspirational and keeps it from coming off as demanding or like a sales line.
Poor tone often deflates otherwise engaging stories. Telling an emotional story with a sales tone might ruin the narrative’s authenticity. Conversely, being too emotional while making a sales pitch might come off as trying to manipulate your customer to force a purchase. These types of disconnects will cost you consumer trust and, ultimately, conversions.
Consider these elements of your landing page’s voice and tone:
- Does your voice fit your brand’s personality, and better yet, the way you want to speak to customers? This needs to be a cohesive element—aligned with the ad
- Be precise about your decisions–Is your copy too salesy? Does it focus on emotional appeal or is it more persuasive?
- Match the tone with the focus of your narratives–value propositions should feel direct and clear, whereas building up excitement around a product or offer that meets consumer desire can have more energy
- Create urgency if you’re trying to be persuasive or capitalize on impulse buys
Browse these varying tones and voices in the copy below:
- “Don’t miss out on this must-have offer!”
- “Never miss a life moment with reliable hearing aids”
- “Only a few items left in stock”
The first thing readers give their attention to is design.
On average, most shoppers will only read 20% of your copy on a product page but generally will view every image. Therefore, the design choices you make are the backbone of your narrative and vital to keeping purchase momentum alive.
Many people are visual learners, so having an efficient, conversion-focused design can have a significant impact on your bottom line.
Explore these different visual strategies with each of your segments:
- Lifestyle images are excellent for helping customers visualize your products in their daily lives
- Comparison images and graphics can highlight essential value propositions that you don’t want customers to miss
- When cutting copy from your narratives, consider visual elements for further telling the story
- Infographics are an ideal way to fit in lots of information in an easily digestible form
Here are some visual examples to explore:
- On this page, Atlantic Relocation uses an image of a happy family to convey customer satisfaction.
- See how Output uses its page images to demonstrate how well a product fits into a customer’s home environment.
- Other designs may focus on the premium features of your product or demonstrate its functionality.
Once you’ve defined the necessary elements of a landing page, you still need to find a cohesive way to put it all together. Just because you’ve covered everything a customer needs to convert doesn’t mean your work can stop here.
The content flow can make or break your landing page. How you lay out and place different elements defines the customer journey. The right content in the wrong journey will ruin your conversion success.
Consumers need to receive information in a priority appropriate to their buying patterns. Otherwise, they might leave your page before giving your offer a chance.
Here’s how page layout can vary among your segments:
- Consider the density of your page–don’t overload viewers with dense sections of text at the top of the page
- Consider a balance of imagery and copy that’ll work with the way your audience likes to digest information
- Have you set up your page based on what information is important to the customer? What are the must-have value props a customer needs before they can even consider making a purchase? Think back to the information presented in the ad and start there–as soon as they arrive at the page, repeat your offer and reaffirm their initial interest
- Once you’ve pinpointed the most relevant details, you can test what information to provide at the bottom of the page
Here’s how some of those elements might take shape on the page:
- Start with pricing at the top of the page, like Audien Hearing does in this example of a product page.
- The Farmer’s Dog decided to build their page layout with an image at the center and copy arranged around it to create a nice flow between design and copy.
- For other layout considerations, try a Z-pattern layout of copy and images, or see if an F-pattern resonates better with your audience.
Now that you’ve gotten the customer to your page and they’ve read your story, it’s time to give them clear next steps.
The wording and even placement of your call to action (CTA) can have a different influence on various audiences. If your CTA isn’t clear enough or doesn’t align with the action you want them to take, customers may feel confused and ultimately give up.
You only have a short window to get a customer to take an action on your page; don’t waste it on poorly designed or planned CTA strategies.
Here’s how to define a CTA that works:
- First, consider placement–if your CTA is at the bottom of a dense page, consumers might not even consider clicking.
- Make sure it stands out and is available to the customer at any point of the post-click experience, so the moment they’re ready to convert, they can
- To help your CTA stand out, try giving it a high-contrasting design. It shouldn’t blend in with the rest of the page–try bright, on-brand colors that are easily noticeable but not too distracting
- Test different action statements to see what resonates with your audience
- Make sure it’s straightforward, don’t tell your customers to “Learn More” if the button takes them to the checkout page–consider what’s appropriate for the kind of action you want them to take and test accordingly
- Evaluate the urgency of the action, if there’s too much insistence on a CTA, customers might feel pressured and hesitate to convert–If you want an opportunity to provide them with more information, use a CTA that sounds natural and conversational
Here are some examples that may work for your audience:
- “Sign Up for More Info”
- “Schedule a Consult”
- “Submit Information”
- “Buy Now”
7. Conversion Influencers
While all these factors are conversion influencers on their own, there is one more variable you must prepare for.
These are the X-factors of your conversion journey—the unique elements of your post-click experience every customer needs before making a purchase.
Every customer has different make-or-break elements to address before they make a purchase. It can be as simple as pricing or shipping or as time-consuming as checking alternative options to ensure they’ve found the best deal.
Regardless, a well-designed landing page can do a lot of the legwork in this area.
These are the conversion influences you need to provide (and continually test) to keep customers from leaving your landing page without making a purchase:
- Provide social proof or testimonials to demonstrate your history of customer satisfaction
- Define what makes your product different, so customers don’t look around for other comparisons on their own
- Give insight into your company, whether it be an “About Us” section or a simple mission statement–some customers care about your authority in the space or need to trust your brand to make a purchase decision
- Include a privacy statement or safety icon, so customers trust they’re making a secure purchase
Here are some sample strategies:
- Lattice, a people management company, uses a logo wall of clients/partners to display their customer trust and add authority to their page.
- In this page, Boll and Branch provides an infographic of the unique features that make their product stand out against competitors.
- Other influencer additions may include a link to a resources page with expanded content such as blogs or FAQs.
Get ahead by advancing your optimization capabilities
All these steps can help provide a complete experience for your audience segments, but it’s critical to recognize how they build on one another. Neglecting even one of these elements can be enough for an entire audience to lose interest, so it’s paramount that you thoroughly test for all of them.
Testing at that level can be a burden on your team and ultimately bottleneck your ability to focus on bigger-picture tasks.
That’s why your team needs a tool that can simultaneously focus on multiple conversion elements and audience segments.
Introducing the Advertising Conversion CloudTM
The Advertising Conversion Cloud changes the way marketers make conversions happen through a combination of machine learning and automation. Its framework for dynamic personalization and continuous experimentation makes it easy to identify buying patterns with pinpoint precision.
- AI-enabled personalization features dynamically adapt insights to unique audience segments
- Machine learning technology powers an unlimited number of optimization opportunities
- A proven testing framework builds insights faster without reducing conversions during testing phases
Get a complimentary conversion analysis started today, and let our experts identify opportunities for our platform to enhance your personalization capabilities. Request a free conversion analysis here.