magnify360 Blog

Traditional methods of market segmentation will never truly hit every person just right. Using dated behavioral information is like looking in the rear view mirror. Instead, the focus should be on anticipating what a visitor wants and what will make them act. What’s going to happen NEXT for them. 

When you look at your traffic as a whole you can make gross calculations. However, just because you have your average doesn’t mean it translates to every single person, even if they fall within the same demographic. Changes that will improve conversion and usability for one group will typically have a negative impact on another group. 

The reason most testing solutions struggle to reach a high testing number is because the biggest variable in the whole equation is the person and their psychology. Viewed that way it makes perfect sense. It’s not the red button versus the green button, but what KIND of people you have going through the test.

So how do you take each type of person and optimize just for them? The answer is being able to isolate each type of person based on their unique DNA, profile, and run tests that are only looking at like-minded people. Suddenly there’s not a lot of statistical deviation because we’ve just taken the biggest variable out of the equation. 

In the end, what matters most is their intent. It’s their DNA, why they’re here in this precise moment, how they think, and what purchase model they prefer. These things matter a lot more than traditional demographics.