Are you worried that your website isn’t generating as many leads as it could? Page-level targeting could help to address that issue. In this article, we’ll explain what page-level targeting is and show you how to implement it successfully to improve lead generation from your website.
What Is Page-Level Targeting?
If you’re talking about lead generation, the simple definition of page-level targeting is the creation of optins on specific pages of your website based on criteria, or rules, that you set up in advance. Some people also call this URL targeting, though that’s mostly used with ads, where you can target ads so they show to people coming to or arriving on a particular URL.
Page-level targeting works pretty much the same way. You can use it to display offers depending on how different groups of visitors have interacted with your website.
If it sounds like a powerful tool, that’s because it is, especially for eCommerce store owners and content publishers.
Why Use Page-Level Targeting?
There are lots of reasons why it makes sense to use page-level targeting.
First of all, the people who visit your site are individuals, so some of them won’t respond well to a generic approach. As Marketo’s infographic below shows, most marketers find that getting personal brings results, and you can’t get much more personal than offering potential customers just what they need at a specific point in their relationship with you.
If you’re a content publisher, page-level targeting can help you do more with content that’s already doing well. For example, you can put a targeted optin on a high-traffic page. The more relevant a resource is, the more likely it is that visitors will want it.
Here are a couple of examples of how this might work:
Say you’re running a website about dogs. With a generic site-wide optin, all your visitors would get generic information about all the different breeds, regardless of what interested them.
In contrast, you could use page-level targeting to show an optin with a picture of a Labrador to Lab owners. You could also offer a content upgrade about typical issues for the breed.
In both cases, the targeted info means you’re much more likely to get your visitors’ attention. And when those emails arrive, they’re much more likely to open and click.
Or if you’re running an online store, your optin could change depending on whether customers had already made a purchase or were about to abandon their shopping cart. You’ve probably seen that in action on other retail websites, where attempting to click away triggers a discount offer for the exact item you’ve been looking at. That’s a good example of page-level targeting.
Before we move on, let’s just recap the potential benefits of page-level targeting:
- A better email open and click-through rate
- More subscribers
- Better conversions
All of this happens because your optins and content are relevant.
3 Issues to Consider with Page-Level Targeting
If you’re planning to start using page-level targeting, there are three issues you need to think about first:
- Who should you show content or optins to?
- What content should you show them?
- Where and when should you display the content?
Who should see the optins?
As we said, understanding your audience is a key part of using page-level targeting. We’ll talk more about customer avatars in the next section, but for now just know that this will help you create your strategy.
You’ll also need to pay attention to where they are coming from and whether they’re responding to one of your calls-to-action on another site. For example, if you write a guest post and invite people to visit your site to get a resource, the optin on your landing page can reflect that. That might be the factor that convinces them to join your email list.
What’s the right content to feature?
The second question is: what content should you showcase in your offer? We gave a couple of examples earlier of using content upgrades or discounts as incentives to solidify your relationship with a web visitor. We’ll walk you through an example in the next section.
Where and when should you show the optins?
Third, think about where and when to use page-level targeting, then decide how long people should view the page before they see your offer.
On an eCommerce site, you’ll probably focus on the pages that people typically visit before making a purchase.
On a blog, you can identify top performing content that encourages email list signups. We’ll talk more about these examples in the next section.
How to Implement Page-Level Targeting Effectively
There are a few things you need to do to implement page-level targeting effectively.
1. Understand Your Customers
We can’t say this often enough: the better you understand your customers, the better you can target content and optins specifically to them. It’s essential to know what your customers want, need and expect at different stages of their interaction with you. Creating customer avatars will help you make optins and content more relevant and, as we know, more relevance equals better conversions.
If you think about it, you’ve already got a lot of information about your customers from:
- Web analytics
- Social analytics
- Customer service interactions
- Your own knowledge of customer behavior and preferences
There’s one thing to pay attention to here: you’re not creating a gazillion optins and offers. With page-level targeting you’re making slightly different versions of the same optin to address different customer segments and situations.
2. Identify a Key Page for Each Segment
If you’re running an eCommerce site, pick a customer avatar and use the data you have to identify the top page that person usually visits before buying. If you’re running a blog, focus on your most popular post or page.
Next, figure out where you want them to go next, whether that’s to a related item that will show off your expertise or to a resource that will help them complete a purchase.
3. Create an Offer
Design an offer that’s right for the segment. On an eCommerce site, it’s easy to target offers based on the category people are looking at.
On a blog, you can tailor the offer to a specific page, post category, tag, or custom post type. It’s easy using the OptinMonster WordPress plugin.
As mentioned earlier, content upgrades work well for blogs, so if you have an epic post that’s a traffic magnet, it’s a no-brainer to offer one to the people who are already interested in the content.
4. Design and Launch Your Optin
Once you know who you’re targeting on which pages and what your offer is, it’s time to create an optin and put page-level targeting into action.
First, follow our instructions for creating an optin.
Next, navigate to Display Rules and specify that your optin should appear when visitors browse a certain page.
Set some rules for when the content should appear. Options include:
- After a certain time
- When users have scrolled down the page
- When they’ve clicked on your content upgrade
- According to their date, time or location
- When they’re about to leave (Exit Intent)
Finally, save the ruleset, then go to your WordPress dashboard and enable the new optin. For more detailed intructions with screenshots of every step, see our doc on page-level targeting.
If you want to create another optin with the same rules for a different customer segment, follow our instructions for duplicating the optin, then rename it.
Page-level targeting is extremely effective. OptinMonster user ValueWalk combined page-level targeting with content upgrades to increase conversions by 216% in a single month.
Now you know how powerful page-level targeting is as a lead generation tool. To get more from this strategy, read our guide to email marketing and don’t forget to follow us on Twitter and Facebook for more free advice on lead generation.