All I want for Christmas is a gift just for me. Not one that I have to share, or one that was made for someone else. I want it to be in exactly my size, flattering to my shape, and in a shade that makes my eyes sparkle. I believe that this is a perfectly reasonable Christmas wish. I also happen to believe that this desire for something made “just for me” in all aspects of life is not entirely unreasonable.
But alas, I too believe that giving is indeed better than receiving and because of this I also want to make sure that what I give to others is wholly just for them. So this brings me to my point, re-gifting is not acceptable. Not for holiday’s and not for landing pages. You have to make it just for them, in just their size, and if it makes their eyes sparkle, that’s even better.
The easiest, and also the most effective way in many cases to do this is through segmentation experiences. This is especially true if you don’t know the visitor very well. It’s kind of like picking the name of the guy at the office that you only see when getting coffee for your secret Santa exchange. You want to get him something great, but who the heck is he?
The joy of a segmentation experience is that you don’t really have to know the person at all; you just have to know a few basic ways that he may identify himself. You might, for instance, drop by the water cooler and talk about your golf game one day, the latest box office hit the next, or a concert you’re going to on Friday. Eventually, he’s going to show some interest and presto! You’ve got the perfect gift idea.
The same is true of landing pages, if you show a visitor options that they can relate to, one of these choices is going to resonate with them enough to make them want more of what you’re offering. These options can be a million different things, depending on what you’re pitching, but they should always be supported by specific content.
The worst thing you can do at this point is segment your audience and then send them to the same interior page as any other segment. That’s not giving them what they want at all, but rather using that information just to meet your own marketing needs. That’s like getting your best friend tickets to your favorite band’s concert because you know she’ll take you. Not ok.
So this year, be a good gift giver. Give them what they want, and make it just for them; even if you have to ask them what their perfect gift is.
User segmentation: the gift that keeps on giving
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