Boost Your Web Site’s Conversion Rates

Targeting: More than Data Mining

Remember that segments in and of themselves do very little. The real opportunities begin when you interpret and apply successful marketing and merchandising tactics to what you’ve learned about these similar groups, just as you routinely do in the print channel.

For example, for e-mail campaigns, test and modify subject lines, and send separate creative, marketing and merchandise offers. Take different segments to different landing pages where they find offer modifications relevant to their segment characteristics.