Understanding Page-Level Targeting and How It Improves Conversion Rates

In this post, we help you better understand page-level targeting and how it improves conversion rates.

Page-Level Targeting

One of the most powerful ways to increase your email signup conversion rates is to implement page-level targeting on your website.

Your customers are diverse individuals with unique problems and needs. But most websites treat every customer as if they’re the same. Approaching every one of your site visitors with one broad, generic message isn’t very effective. Instead, target your communication based on the user’s behavior through page-level targeting.

page-level targeting using OptinMonster optin forms

Increase Conversions with Page-Level Targeting

Page-level targeting allows you to create individualized optins on specific pages, blogs and categories. You can tailor the headline, content and design of every optin form to match the content of the page a user visits.

Segmented optin forms and page-level targeting have the same conversion power of a targeted landing page, only you can use page-level targeting for every page of your website. Segmentation will help you grow your email list, increase your open rates, lower the amount of unsubscribes and improve your click-through rate.

For example, say you blog about online marketing. Jon, an entrepreneur, reads a blog on your website about email marketing. Though he may be interested in the broader subject of online marketing, you can safely assume that Jon wants to learn more about how to market to customers through email. His one interaction with your website provides you important information about how to tailor your message through page-level segmentation.

If you use one generic email optin form for all your blog posts, you risk alienating customers like Jon who are interested in specific topics. The simple solution is to create a targeted optin form for that blog post or blog category that matches the design, topic and message of the blog post.

page-level targeting using OptinMonster optin forms

How To Implement Page-Level Targeting

Page-level targeting and segmentation are different than creating dozens of email lists and matching optin forms. Instead, you’re creating multiple versions of the same optin form to better communicate with customers.

It’s important to avoid creating too many segments. Remember, in order to successfully convert more customers, you need to provide relevant content to each segment. If you parse your list into too many parts, this task can become extremely time-consuming. Instead, identify 3-4 customer personas that make up the majority of your site visitors.

Here are a few ways to tailor your optin forms through page-level targeting.

1. Use page-specific wording. Your optin form should match the message of the webpage. Adjust the headline, tagline and incentive based on the page the visitor is viewing. The keywords used in the page should be the same keywords mentioned in the content of the optin.

2. Match the page design. The colors and images used in the optin form should be congruent with the design of the page in which it appears. A similar design will immediately demonstrate that the optin form offer is related to the content currently being viewed.

3. Customize optins by blog category. Slide-in and sidebar optins on your blog should reflect the content category. Utilize different images, layouts and messages to convert more customers as they view different blog categories.

4. Implement popup optins on specific pages. You can capture emails on every page of your website — even your product page. Set an optin form to appear 60 seconds after a customer begins to view your product gallery. Offer to email the customer when new products become available.

OptinMonster’s Solution

With OptinMonster, one email list can have multiple segments and optin forms. This means that with a few clicks, you’ll be able to create targeted optin forms based on user data. Every version of an optin form connects directly to a specific list — making segmentation simple and easy.

To create page-level targeted forms using OptinMonster, add or modify an optin. You can create different versions and types of optins to capture more emails. Lightbox optins can display as popups, slide-ins unobtrusively show up on the bottom right corner of the screen, while other optins can be placed on your site’s footer, in sidebar widget, or beneath every blog post.

As you’re creating or editing the optin form, you have the option to load optins exclusively on a specific page or choose which categories, post types and pages in which it should be displayed.

For step-by-step instructions on how to implement page-level targeting and segmentation on your OptinMonster forms, click here, and then get ready for your conversion rates to increase!


  1. Sally Olson says:

    This is SUPER helpful. Thanks so much for sharing your expertise with the rest of us 😉

    1. Kevin Gates says:

      We’re glad to be of service! 🙂 You may also like our Recent Case Study: How Kampanjjakt Increased their Conversions by 800% with this Innovative Popup. Don’t forget to split-test too! 😀

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