An important element when it comes to the success of a marketing campaign is the way it is targeted. Be it a website, an email newsletter or an Ad campaign, the success lies in the way you’ve targeted and then re-targeted your product. Targeting can be defined as a way to distinguish potential customers from the general visitors and directing your marketing efforts at them.
There are several ways in which we can carry out targeting. In this post, we will be covering page-level targeting for business websites, so that they are able to generate more leads and, in turn, improve the customer conversion rates.
What is Page-Level Targeting?
Page-level targeting is a lead generation technique used to reach your target audience at the very moment when they are interacting with your website or a page on your website. Depending on the type of visitor (either new or returning) you can target them with relevant ads. This is usually done with the help of optins. OptinMonster defines optin as the act of someone granting permission to be added to an email list.
Reasons to implement page-level targeting
Customer conversion is an important aspect as it means the customer is taking the steps you would want them to. If your content doesn’t appeal to customers or they aren’t able to interact with your content and respond to it the way you would like them to, it would mean a drop in sales. Page-level targeting helps resolve this and helps you, the business owner, create a more personalised approach toward your customers.
Let us have a look at the two important reasons to implement page-level targeting:
Reduces Shopping Cart Abandonment
If you’re running an e-commerce website then you must be familiar with customers viewing a product, adding it to their cart and then abandoning it at the last moment instead of purchasing it. One way of reducing this is by implementing page-level targeting by strategically triggering a pop-up that has a discount coupon or a deal on an item they were looking to purchase. This encourages users to complete the purchase, maximising customer conversion and thus, reducing cart abandonment.
Increased Subscriber Count
Subscriber count is proportional to the kind and quality of content your website publishes. If your content is rich, detailed and tailored for your business, then your customers would want to read it as well.
For example: If your website deals with electronic products but most of your content focuses on a variety of generic content with little or nothing to do with your business, it would mean that most customers do not stay long enough to read and explore.
Instead, if you use page-level targeting showing an optin or ad relating to the latest technology, etc. it would interest the customer. And if in the middle of this a subscriber window pops-up chances of the customer clicking ‘subscribe’ are high. Page-level targeting thus helps in improving subscriber count as well.
Page-level targeting eventually leads to an increase in the customer sign-ups, as well as, increases your subscriber count which can then indirectly contribute to your email marketing strategy improving the CTR and the open rate of your emails.
How to go about it?
We’ve seen the two key reasons to implement page-level targeting. However, like everything else, it looks easier on paper than in reality. Implementing page-level targeting isn’t tough by any means. Nevertheless, it needs meticulous planning and analyzing.
Let us have a look at the two important things that you should keep in mind when trying to implement page-level targeting for your website.
Understanding your target customer
One of the most important things when running a website is understanding your customer. This is irrespective of whether you consciously follow page-level targeting or not. If you don’t understand your customer and his/her needs, then you would never be able to cater to them, and this would not contribute to your business in the long run. The more customer oriented content you have, the more it would lead to them interacting with your website eventually, leading to conversion.
Some of the ways of understanding your customers are by tracking their engagement with your website and products. Tools like Google Analytics can help you measure the time the customers spent on a particular page, the most popular landing pages, the pages that were abandoned sooner than they should have, etc. Another way of understanding your customers is by tracking them socially by means of social analytics, digital interactions, as well as, service and support.
Placement of offers/adverts
Often times the placement of an offer is far more critical than the offer itself. The page segment where the advert is placed is critical.
For example, if you have a blog that publishes content regularly having the ‘Subscribe’ button down below, at the end of the web page might make the button go unseen by several visitors. The best place to put this is on the top corner where it is most likely visible to the reader. Also, if a user is new to your website, then a pop-up window for subscribing helps. This way, even if the customer hadn’t decided to subscribe, he/she might end up subscribing.
However, if the quality of your content is not good, they might not subscribe no matter how perfect the placement is.
Overall, page-level targeting is an extremely effective way to boost your customer conversions. All you need is patience to chalk out things, keeping the customer as your main focus and you’re sure to succeed.
If you have any queries or suggestions, feel free to post them in the comments section below!