Landing pages are one of the most important assets in the marketing funnel.
From helping you build your email list to nudging leads to conversion to encouraging upsells, landing pages are sales tools you can’t afford to ignore.
But creating landing pages without a strategic focus can alienate your audience.
To truly captivate and convert leads that land on your landing pages, you need to embrace personalization.
And what better way to tailor your landing pages than to segment them by target customer groups?
If you’re ready to optimize your landing pages, you’re in for a treat.
In this article, we’ll cover why it’s important to use multi-landing pages, and four ways to use them to increase conversions.
Let’s take a look!
Why use multi-landing pages for different audience segments?
You created your business with your target audience in mind, but you also know that within your audience are distinct customer segments.
By creating landing pages that appeal to each segment, you can make sure each group feels seen, heard, and understood. The more you do that, the more you can build trust and foster authentic connections with your ideal customer that can lead to conversions.
For instance …
If you own a Work OS SaaS business, your audience segments might include HR teams, project management teams, and agencies.
In this case, you’d want to create and test different landing pages for each audience segment to demonstrate specific use cases.
Here’s a planning template you can use to differentiate the three:
HR team-focused landing page:
- Copywriting:
- Images:
- Calls to action:
- Social proof:
Project management team-focused landing page:
- Copywriting:
- Images:
- Calls to action:
- Social proof:
Agency-focused landing page:
- Copywriting:
- Images:
- Calls to action:
- Social proof:
It’s also crucial to make sure your landing pages are up to par with audience and search engine expectations.
Key elements of high-converting landing pages include:
- Copywriting tailored to your target buyer personas
- A focus keyword with relevant semantic keywords
- Engaging images
- Relevant calls to action in strategic locations (ideally at the top, middle, and bottom)
- Social proof, i.e., customer testimonials and ratings
- Optimized for mobile devices
- Fast load times; No bugs or glitches
- Professional branding
4 ways to use multi-landing pages to boost conversions for different audience segments
To segment your landing pages as strategically as possible, consider your unique business model and marketing goals.
Segmenting by specific product categories, pain points, needs, or interests can help you attract and convert the right customer segments.
We’ll crystallize what we mean in the following examples.
1. Segment your landing pages by product category
If your brand offers physical or digital products, creating landing pages for each product category can help you refine your marketing campaigns.
Let’s take a look at two brands that use this approach to segment their landing pages.
Take StudioSuits, a brand renowned for its tailored men’s pants and suits.
StudioSuits has separate landing pages for distinct product categories, such as suits, pants, shirts, weddings, and more.
By doing so, it addresses specific requirements for each customer group.
When potential customers interested in men’s pants land on the dedicated page shown above, they’re presented with a curated selection that speaks directly to their desires. If they need to peruse shirt options, too, they can head to that dedicated page.
StudioSuits also takes its landing pages up a notch by offering niche-focused discounts.
If you look at the above image, you’ll notice a custom 20% coupon for pants if the shopper buys three or more pairs. This personalization enhances the user experience and encourages conversions.
And speaking of coupons …
FrameStore a business that offers custom picture frames, also creates segmented multi-landing pages based on product categories.
Here’s an example of its custom jersey frame landing page:
FrameStore takes this segmentation tactic to the next level by including customer testimonials its visitors can scroll through. It also uses other opportunities to convert visitors into customers, such as lead magnets and relevant CTA buttons.
For instance, on the above landing page, it offers an almost unheard-of discount of 50% off in exchange for the prospect’s email address and other contact details.
If you scroll further down the page, it gives visitors the chance to make an appointment or sign up for its newsletter.
FrameStore may tick all of the boxes on the key elements of high-converting landing pages we covered earlier, but it knocks its landing page out of the park with its very generous coupon offer.
2. Segment your landing pages by pain point
If your business focuses on alleviating difficulties, segmenting your landing pages by individual challenges can be an invaluable approach to converting leads into customers.
Get inspired by Hims & Hers, a leader in telehealth and wellness.
One of the key strengths of its multi-landing page strategy is a focus on its target audience’s pain points. Whether it’s addressing hair loss, skincare, sexual health, or other wellness concerns, the brand takes the time to make sure each landing page resonates with its intended audience.
By using targeted messaging, captivating visuals, and personalized offers, it creates relevant and tailored experiences for each customer segment.
This approach not only enhances user engagement but also encourages better conversion rates. Prospective customers are more likely to take action when a brand tailors its approach to solve their problems.
Through diligent data analysis and continuous optimization, Hims & Hers sets the standard for effectively leveraging multi-landing pages to maximize conversions across diverse audience segments.
3. Segment your landing pages by individual customer needs (and tell them everything they want to know)
When your audience knows exactly what they want, the best thing you can do … is give it to them.
Not only does this show your target customer that you care about addressing their core needs, but it also clears up any confusion about what you offer.
Pumpkin, a reputable pet insurance provider, has implemented this strategy by creating distinct landing pages tailored to pet owners who either need cat or dog insurance.
And impressive landing pages, at that.
Its cat health insurance landing page focuses on building emotional connections with cat owners, addressing their unique needs and concerns about health coverage.
Its dog health insurance landing page also tugs on dog owners’ heartstrings, covering frequently asked questions (FAQs) about care.
What’s more, it also offers coverage and has dedicated landing pages for pet owners with kittens and puppies.
If there’s one brand you should idolize when it comes to landing page design and strategy, it’s Pumpkin.
Not only does its landing pages tick all of the boxes on our checklist, but it goes above and beyond by:
- Explaining each insurance type and why each pet owner type needs it
- Breaking down how pet owners can use insurance in three easy steps
- Sharing pet medical bill comparisons with and without insurance
- Explaining the range of accidents, illnesses, and care options they cover
- Sharing four factors that impact how much is covered in an insurance plan
- Breaking down how its coverage compares in a chart against six other competitors
And, if you can believe it, there’s more. But we’ll stop there.
The final takeaway? Pumpkin uplevels its landing pages by answering virtually any question or concern its customer segments may have about investing in cat insurance or dog insurance.
By addressing core needs directly, Pumpkin builds trust with its audience segments and establishes itself as an authority in its industry.
4. Segment your landing pages by focus interests
If your business gets paid for sharing information — think education, content marketing, or news — consider segmenting your landing pages by individual interests.
Get inspired by Campus.edu, an online community college with landing pages that focus on four distinct interests:
- Associate Degrees
- Early College Dual Enrollment
- Certificate/Diploma Programs
- Traditional Programs
Visitors simply choose a focus area on its website to learn more about their specific interests.
From there, Campus.edu pulls up the landing page the user needs and discloses the programs it offers in that interest area. It also has call-to-action buttons inviting the user to get in touch with an admissions advisor or apply for a program, nudging them closer to conversion.
Something that makes Campus.edu’s landing pages stand out is a rabbit-hole-like effect. For instance, if you choose a program on one of its landing pages, it takes you to a more detailed landing page that covers everything you need to know about that program.
In the rabbit hole, landing page visitors learn:
- How long the program takes to complete
- How the classes are hosted
- How much the program costs per year
- How transfer credits work
- Additional support options, such as online tutoring and coaching
- Which professors teach the program
- Answers to FAQs
They can also preview courses, connect with admissions, and apply for the program.
By taking the time to leave no stone unturned, Campus.edu motivates its audience to take the first step toward broadening their education.
Wrap up
And there you have it.
In this article, we shared why audience segmentation is so important and how to use it to build high-converting landing pages.
Are you ready to boost your landing page conversion rates?
Take a good look at your ideal audience and sales targets. Dig into what your audience needs and align it with your sales goals. Use those insights to create, test, and publish segmented or single landing pages. Remember, you might segment by use case, product category, pain point, need, interest, or something else.
Refer to our checklist from above to optimize your landing pages. Continue updating and improving your landing pages as technology and your business evolves.
That’s it for now, business owners.
Here’s to your success!