Tailored homepages for diverse buyer experiences.
When you target multiple buyers, how do you decide on a target audience for your homepage? Here’s an interesting approach from inShift, a digital well-being calendar built for people with irregular work and sleep schedules. They sell their product to both employers and individuals, for both shift work and normal work schedules. So visitors to their website could fall into a few different demographics. Their solution? Create a simple welcome page that allows visitors to self-select their experience. Based on how they answer two simple questions, they are dropped into a homepage with messaging tailored to them. I could see this experience causing an increase in their bounce rate. But the targeted messaging also leading to better conversion rates once a buyer reaches the right homepage. Definitely one to A/B test.
