When you have multiple target audience profiles, it becomes difficult to optimize the website’s home page.
Why?
Because your home page is generally the most visited page of the site and you cannot have multiple home pages for each audience type.
In that case, how to segment the homepage for different user types & better conversions?
Let’s have a look at the Home page of ActiveCampaign →
Just below the above-the-fold section, the home page is segmented into 3 three different types such as:
- Ecommerce Business
- B2C Companies
- B2B Companies
And by clicking on any of these business types, you’ll get redirected to the specific landing page.
For example, if you click on learn more (under the eCommerce), you’ll be redirected to the eCommerce marketing automation page.
This approach guides the users to visit the most relevant landing page. As a result, clear user flow and better conversion.
To take this approach further, ActiveCampaign has also segmented the home page by buyers’ journey.
- Reach & engage
- Nurture & educate
- Convert & close
- Support & grow
The application of email marketing software to reach and engage the audience will be different from converting and getting sales.
👉 Action Items
1/ When you have multiple audience types, segment the home page by user types, product use cases, or buyers’ journeys.
2/ Connect each section to a specific landing page to give a more personalized experience to the users.
3/ Track each click and visits from the segmentation
4/ Set conversion goals in Google Analytics to track the performance of specific landing pages
