Hey, welcome back! In this lesson, we're going to discuss how to segment your visitors. Let's get right into it!
Picking the right visitor segments is usually no easy task, since there are nearly unlimited ways to segment your visitors. Now I'll try to share a couple of best practices that the best online businesses employ when creating separate audiences for personalized messages.
There are three main types of segmentation:
The first is **Demographics-based segmentation,** which is about grouping your visitors based on factors like location, age, or income.
For most online businesses the easiest, always-available factor is location. Based on a visitor's IP address, you can very much predict the country and sometimes even the city they are browsing from. If you run an international business, creating segments based on location and providing a personalized experience for each major country and language is a surefire way to boost user experience.
Another way to conduct demographic-based segmentation is to use the same segmentation you use for your Facebook ads. On Facebook, you can target people based on a lot of demographic properties, and with the right UTM tagging, you can carry over this information to your website to provide a personalized experience.
The second main type is **Psychographic-based segmentation**, which is about segmenting customers based on their interests, attitudes, values, and other lifestyle factors.
This is usually easiest to do based on their onsite behavior: if someone is browsing iPhones on your website, then you can assume that they're interested in Apple products. Therefore, you should recommend that visitor other Apple products rather than Samsung products.
The third type is **Intent-based segmentation**, where you basically segment the visitors based on where they are in their own customer journey.
It's sometimes called awareness-based segmentation, since all visitors go through five awareness stages. People with no-awareness or problem-awareness usually have low buying intent and need different types of messages than visitors who are already product- or even fully aware and have high buying intent.
Now you might have some ideas on how to segment your audience. In the next lesson, we'll discuss the timing of your messages: when is the best moment to trigger your personalized messages to these segments? I'll see you there!
