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How can you optimize your marketing segmentation for different devices using CRO?

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Do you want to improve your conversion rate optimization (CRO) across different devices? If so, you need to segment your audience based on their device preferences and behaviors. This way, you can tailor your marketing messages, offers, and designs to suit each device segment and increase your chances of converting them. In this article, you will learn how to optimize your marketing segmentation for different devices using CRO.

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1 Identify your device segments

The first step is to identify your device segments based on your website analytics, customer surveys, or other sources of data. You can use criteria such as device type, screen size, browser, operating system, location, and traffic source to segment your visitors. For example, you might have segments like mobile shoppers, desktop browsers, tablet users, etc. You should also analyze how each segment behaves on your website, such as their bounce rate, time on site, pages visited, and conversion rate.

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Ankit Dua

Helping owners, founders Their Digital Strategy Successfully. Your Digital Growth Consultant : Founder : Dreamer : Traveler : Worked with 150 Startups | Corporates | Govt.
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As per my experience, Conversion Rate Optimization (CRO) helps improve the user experience on a website to boost the percentage of visitors who convert into customers. Optimizing as per different devices is crucial for effective CRO. Here are some heads one should take care of for better CRO on different platforms and devices: 1. Responsive Design 2. Device-Specific Analytics 3. Customized Content and Messaging 4. Device-Specific Campaigns 5. Speed Optimization 6. Mobile-First Approach 7. A/B Testing 8. Personalization

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2 Define your device goals

The next step is to define your device goals based on your business objectives and your device segments. You should have a clear idea of what you want each segment to do on your website, such as signing up for a newsletter, downloading a lead magnet, making a purchase, or contacting you. You should also set measurable and realistic key performance indicators (KPIs) for each goal, such as conversion rate, average order value, or customer lifetime value.

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3 Create your device hypotheses

The third step is to create your device hypotheses based on your device goals and your device segments. You should have a list of assumptions or ideas that you want to test to improve your CRO for each device segment. For example, you might hypothesize that mobile shoppers will convert better if you offer them a free shipping coupon, or that desktop browsers will convert better if you show them a video testimonial. You should also prioritize your hypotheses based on their potential impact, feasibility, and resources.

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Ankit Dua

Helping owners, founders Their Digital Strategy Successfully. Your Digital Growth Consultant : Founder : Dreamer : Traveler : Worked with 150 Startups | Corporates | Govt.
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As per my experience, mobile shoppers/user majorly does window shopping or impulse shopping. They interacted with see all the trust factors at one go and should push transactions or certain amounts which can be in the impulse buying range. Whereas desktop user has time and can research the products also on different tabs of browsers, they might shop for bigger transactions as they have ample time for research and do the transactions. So your design should designed is such a way that it caters to different users simultaneously.

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4 Run your device tests

The fourth step is to run your device tests based on your device hypotheses and your device segments. You should use a testing tool or platform that allows you to run split or multivariate tests on different devices and track the results. You should also follow the best practices of testing, such as having a large and representative sample size, running the tests for a sufficient duration, and having a clear success metric.

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5 Analyze your device results

The fifth step is to analyze your device results based on your device tests and your device segments. You should use statistical methods or tools to determine if your results are significant and reliable. You should also compare the performance of your different device segments and see how they differ from each other. You should look for insights and patterns that can help you understand your audience better and optimize your CRO strategy.

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6 Implement your device changes

The final step is to implement your device changes based on your device results and your device segments. You should apply the changes that have proven to be effective and discard the ones that have not. You should also monitor the impact of your changes on your website performance and your business outcomes. You should also continue to test and optimize your marketing segmentation for different devices using CRO to keep up with the changing preferences and behaviors of your audience.

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Ankit Dua

Helping owners, founders Their Digital Strategy Successfully. Your Digital Growth Consultant : Founder : Dreamer : Traveler : Worked with 150 Startups | Corporates | Govt.
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website is your online shop which needs to be designed keeping in mind the user behaviour and your brand value. Easy navigation, easy access to information, and fewer steps to complete transactions/queries, right CTA. The right amount of trust factors on the page if considered, will give you good results and better conversions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marina R Bull

Passionate Marketing and Brand Strategist | Data Storyteller | Buyer Personas Developer | 200+ Satisfied Clients from ?? | Start Up & SMEs focus??| ??Wellness Brands??
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I agree that the accepted approach of identifying segments, defining goals, hypothesizing, testing, analyzing, and implementing changes is an effective way to optimize marketing for different devices using CRO. However, once you find what resonates with each segment, continue offering that content rather than endlessly testing. Device testing yields diminishing returns and risks confusing your audience. Instead of chasing theoretical improvements, keep delivering your best-performing content to each segment. Stay the course with what works.

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How can you optimize your marketing segmentation for different devices using CRO?

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1 Identify your device segments

2 Define your device goals

3 Create your device hypotheses

4 Run your device tests

5 Analyze your device results

6 Implement your device changes

7 Here’s what else to consider

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