Addressing the Right Audience for Exceptional Conversion Success

Targeting the right audience

A successful conversion rate is dependent on a strong strategy: very few businesses can achieve consistent and prolonged success without it. To maximise conversions, not only do you need to set your goals and establish the most effective triggers for your website, but you also need to target the right audience.

If you aren’t sure what type of popup is right for your business’s needs, check out our previous post: Increase Your Conversions With the Right Triggers.


Identify Your Prospects

First, you’ll need to identify who your primary prospect or your target market is. It’s important to know what type of person your website is aimed at. Doing this will help you focus on the right people who will engage with your website and your services.

There are 2 primary benefits that you’ll get when you design your website with the right visitor in mind:

  • You’ll be able to come up with more specific campaign strategies and implement them to greater success.
  • You’ll get a higher number of conversions at a faster rate.

Let’s look at an example: if you’re selling meat products, it would be a total branding and audience mismatch to market them to vegans. Makes sense, right?


Segmenting Your Audience

We highly recommend grouping your audience into meaningful segments. Breaking down your pack of visitors into groups, either by age, location, or how they consume information, will help you identify topnotch strategies that dial down to that specific audience subset.

Remarkable conversions can only happen with the right strategy. It’s about showing your popups at the right time in the right manner to the right audience. In this post, we’ll show you how.


Right Audience, Right Strategy

A recent study by MailChimp found that segmented campaigns performed significantly better than non-segmented campaigns. Across a variety of segment types, opens increased across the board, and bounces were as much as 17.61% lower than on non-segmented campaigns. What does this tell us? Clearly, segmentation works.

Let’s look at an example. At Bouncezap, we drive our traffic from a number of different sources, including social media, paid search, referrals, organic, and email marketing. To capitalise on this traffic, each channel requires a unique approach. We consider multiple factors, including:

  • Our website traffic is composed of a mix of new and returning visitors.
  • Our visitors access our website through different devices, including mobile, tablet, and desktop.

Knowing where our users are coming from, and whether they’ve visited us before allows us to serve each visitor with unique content and the right user experience. This means we can engage with them and take advantage of every chance to convert our visitors into happy and repeat customers.


How to Start with Audience Segmentation

Every user is a unique individual, with different interests and needs. So why would you want to serve every person with an identical user experience? This is why segmentation works so well. The question is, where should you begin? The answer lies in grouping, or categorising, your visitors based on different factors.

Let’s say you’ve run an ad on Facebook about a promotional sale. More and more visitors are arriving on your website. Great, right? But that’s only the beginning. The difficult part is getting users to stay on your website, and ultimately convert. If you’re directing users to your website, but they can’t see anything relating to what they’ve clicked on, the traffic you’ve paid for will just bounce. It doesn’t take a rocket scientist to tell you that this isn’t a viable marketing strategy. So, a sensible strategy would be to have a popup on your site related to the Facebook Ad. Ultimately, it’s about anticipating what your user would expect to see when clicking through to your website, and providing them with all the information and reassurance they need to know that they should purchase from you.

Another important factor to consider is where your traffic is coming from. Users are increasingly browsing the web on their smartphones. In fact, in the US, mobile search accounts for roughly 58% of total search queries. We all know that browsing a website on mobile is very different to on a desktop, and it’s why mobile responsiveness has become so important in recent years. This means we need to consider how popups will look on mobile and whether they’ll have the desired effect on users. And, with conversion rate on mobile significantly lower than desktop, it’s never been more important to ensure you’re taking into account where users are coming from and adapting the experience for them — with the ultimate goal of maximising leads and conversions.


Real-life Scenarios and Recommendations

One way of getting more conversions is to show unique content to your visitor depending on what stage of the sales funnel they are in. Users will very rarely give you their personal details (so that you can remarket to them), if they won’t get anything in return. An attractive lead-gen magnet, such as a free download or discount coupon, acts as an incentive for users to engage with you.

If you have a visitor who keeps coming back to your website but hasn’t left their details yet, you can safely assume that they have some personal investment in your business. They like what they see, but there’s something preventing them from committing themselves fully. It’s your job to preempt these potential roadblocks and provide something that addresses your visitors’ pain points.

It might just be that your visitor needs a little push, so what can you do?

If you’re an eCommerce business, offering an exclusive discount code, either for 10% off a first purchase, or a coupon for free delivery, would lure your visitor to make a purchase.

If you’re a SaaS business, consider offering a free trial or demo of your product. When you’re selling software, a user’s primary objection might be that they don’t know if it will fit their needs, and they don’t want to invest in a piece of software they won’t use. By offering a trial, you’re showcasing your product and giving users the opportunity to discover how it can benefit them, which is a very effective way of attracting paying customers.


Other Effective Success Strategies

If you have a segment of users who are spending a lot of time on your website, browsing different pages but not proceeding further down the sales funnel, you might consider a campaign that triggers multiple times for the same user. When done correctly, engaging with a visitor more than once in the same session can really improve results. It might have been that the user missed the earlier popup, and if they’re staying on your site for a significant time (providing that they’re an active user, not idle), then they’re clearly interested in your offering. A well-timed popup CTA (call to action) can encourage users to take a specific action, whether you want them to make a purchase, or subscribe to your newsletter (a softer, lower-risk conversion).

You can also trigger popups based on the page a visitor is currently viewing. Let’s assume a visitor is browsing an eCommerce website and has been viewing a page selling wristwatches for over 2 minutes. We can use this data to show the user a popup that offers an exclusive deal on watches. Making your popups highly targeted to the exact pages people are viewing, and the products that users are interested in, is an effective method of enticing them to take the next step and add the product to their basket.

However, it’s important to exercise caution with these methods. Too many popups will ruin a visitor’s experience and will be detrimental to your conversion rate. If a user has already seen your initial popup and isn’t interested, displaying an additional popup could overwhelm the user and lead them to leave your website.

A balance has to be observed throughout your entire marketing campaign so that the visitor has the opportunity to enjoy your website at their own pace, but gets a push at the right moment, delivered in the right way. It’s at this point that you can turn a visitor into a lead.

The sole aim of your website should be to make a visitor’s journey as smooth and seamless as possible, gently guiding them to either make a purchase or give you their contact information.


We’ll Help You Get Things Going Smoothly

At Bouncezap, we’ve designed our program to demonstrate our expertise and craftsmanship, and we want to help others make the most of their websites to gain the best conversions possible.

If you haven’t already, sign up for a freemium account (no credit card required!) You’re free to use Bouncezap as long as you want, or, if you want to unlock additional features and functionality, you can upgrade to one of our paid plans at any time.

We know that, just like with any other online service, getting started can be overwhelming. That’s why we have our dedicated concierge service. Our team is composed of experts who will help you install Bouncezap on your site and get your campaign up and running. We’re also available to provide consultations to make sure you’re hitting your objectives and making the most out of your popups to drive more conversions.

We’ll help you create up to two Bouncezap campaigns using our wide range of templates, or we can design a custom template that will perfectly align with your branding.

How do you target the right audience to drive more traffic and increase website conversions? We’d love to hear your thoughts!

Need support identifying your target audience? Our dedicated team has over 10 years experience of helping businesses increase their conversions. Find out how our consultants can help you.