You can significantly improve your site’s conversion by treating visitors as distinct people.
Each visitor has their own backstory. Perhaps some have already purchased from you, and perhaps others are here for the first time. Further, some may come from a Facebook ad, and others through word of mouth.
These differences often materially affect the visitor’s behavior on your site. So, a common growth tactic is to split your landing pages into multiple, with each catering to a distinct persona. This is one of the quickest ways to improve your site’s conversion.
Here’s a quick example:
User A has never heard of you. They clicked a Facebook ad hoping to learn more about your 50% discount.
User B has bought from you four times. They always order the same thing every 4-6 weeks.
The journey to customizing landing pages starts with heatmaps, which help identify the on-site behavior of different personas.
A heatmap is a visualization that shows where people click on a page and how far down they’ve scrolled. By default, heatmap tools aggregate clicks from all personas without distinguishing between them. Unaddressed, this leads to incorrect growth conclusions and website optimizations that move your site in the wrong direction. Most growth marketers don’t account for this.
This is where Segment steps in.
Segment automatically identifies your chosen personas then pipes their segmented data into your favorite heatmap tool. This means you can separately assess the click behavior of each persona. Then, using that data, you can split one page into multiple — with each maximally appealing to a particular persona.
Let’s learn how to do this properly. Along the way, we’ll share important growth marketing insights.
Using Segment Personas, you can segment your traffic and users using any criteria you care about.
Here, we’re creating an audience of visitors who’ve triggered our
Newsletter Apply event within the last 14 days. We’re also including anonymous visitors who haven’t yet signed up for an account with us.
Now let’s look at a more complex example. Below, we’re segmenting on users who’ve viewed one of our products within the last 7 days, but failed to purchase a particular product (product_id.)
There are many other powerful options, so let’s briefly cover a final few:
If you haven’t already set up a third-party heatmap tool, start here. That page shares a list of quality heatmap tools that work out-of-the-box with Segment. Plus, you’ll get quick setup instructions.
The recipe that follows uses Freshmarketer as our heatmap tool.
There are just a few simple setup steps:
First, make sure Freshmarketer supports the Connection Source type and Connection mode you’re using within Segment. (If you’re unfamiliar with these options, learn about connection modes here).
Next, we complete our setup on Segment’s side.
If you’re using another heatmap tool that doesn’t work out-of-the-box with Segment, use Segment’s
Identify function to capture visitor behavior into Segment. Here’s the documentation.
An example Identify call may look like:
Once a user is identified, all their behavior and metadata is automatically sent to Segment. Segment then automatically redirects that data into to Freshmarketer (and any other tools you’ve set up within Segment).
Your incoming Segment data needs to be mapped onto the data Freshmarketer is looking for. You can quickly do this using Segment’s dashboard.
Within Segment, simply click into
Custom fields on your Freshmarketer Destination.
When mapping traits onto Freshmarketer, you can send the custom audiences (that we made earlier using Segment Personas' UI) as a user attribute. That’s how we create persona-segmented heatmaps automatically using Segment!
(To learn a lot more about Personas, you can reach out to us for a demo.)
Once you’ve connected Segment to Freshmarketer, you can send the audiences you’ve created through Segment Personas to Freshmarketer as a user property.
If you’re just setting up Freshmarketer for the first time, you’ll need to install Freshmarketer’s snippet to your website. See instructions here.
You can easily view all the contacts pushed to Freshmarketer under the
Segment Integration Listlist, after you click
Next, you’ll create a segment based on that list. To do this, go to Contacts → Segments, click “Create Segment” and name it, then select “Lists” and select your imported list from Segment.
Later, once you’ve collected data from a few site or app visitors, you’ll see your segmented heatmaps in your Freshmarketer dashboard:
View Heatmap,heatmaps will launch
All Visitorsand select the list you’ve just added as a Segment
Here’s what we’ve done in this growth recipe:
Here’s what we recommend keeping in mind: The more thoughtful you are about audience segmentation — identifying the behavioral divides between visitors — the better you’ll convert them. The benefits of this go far beyond heatmaps and extend into landing page customization, custom coupons, surfacing the most appropriate products to users, and more.