How To Incentivize Your Web Audience
By Anna Johnson on June 8th, 2009Want your visitors, members, subscribers or customers to take a particular action? Like subscribe, join or buy? Well, it should come as no surprise that if you want someone to do something for you, you’ve got to first do something for them…
MarketingSherpa recently profiled a startup web business that found itself looking for ways to motivate people to visit, register and interact with its site. No surprises there. Most web businesses are looking for ways to, at least, get people visiting and interacting with their sites.
But here’s what this particular business did that oh-so-few of us do: it researched and segmented its target audience and then tailored an incentive to that audience based on what mattered most to them.
Having identified the company’s key customer segments, the startup used those insights to develop an incentive – in this case a monetary grant – and a marketing campaign involving multiple channels.
The upshot was a 200 percent increase in new website registrations per month and triple the number of user interactions (in this case, the upload of user content) on the company’s website.
It just goes to show that if you really understand your target market and tailor your marketing to them (whether or not this includes some kind of incentive) you’ll reap the rewards.
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