You have heard the saying, “When you optimize for everyone, you optimize for no one,” right? It sounds obvious: target your optimization efforts for the right audience to achieve your online marketing goals. But studies show that most digital marketers still do not optimize by audience – for several likely reasons.
First, there are many possible dimensions that could be considered for targeting, and marketers simply might not know where to begin. Second, some type of targeting functionality is required on the site, and you might not already have this implemented. But with the end goal being to improve the user experience while simultaneously lifting conversion and engagement, the benefits stand to outweigh the costs so long as marketers conduct their efforts deliberately and scientifically.