If you’ve ever wondered why your website isn’t converting as well as it should, odds are you’re treating everyone the same. That’s leaving money—and leads—on the table. This guide is for anyone who wants to actually use segmentation and personalization, not just talk about it. I’ll walk you through how to segment visitors using RightMessage, with a focus on what actually works (and what’s just shiny marketing fluff).
Why Segment Website Visitors at All?
You’ve probably heard that “personalization boosts conversions.” That’s half true. Personalization can help, but only if you’re smart about how you segment and act on it. Slapping a visitor’s first name on a headline isn’t going to move the needle if you don’t understand what they care about.
Segmenting your visitors means you can:
- Show the right offer to the right people.
- Speak to different pain points for different audiences.
- Avoid annoying people with stuff they don’t care about.
But you can overcomplicate this quickly. Don’t get bogged down in creating a million segments. Start simple.
Step 1: Get Clear on Why You’re Segmenting
Don’t start by asking “What data can I collect?” Ask, “What do I actually want to do differently for different groups?” Here are a few honest examples:
- Show freelancers vs. agencies different services.
- Offer first-time visitors a lead magnet, but show returning users a product demo.
- Pitch e-commerce shoppers based on what category they browse.
Pro tip: If you can’t write a sentence describing why a segment matters, don’t bother creating it. Focus on segments that’ll actually change what you show or say.
Step 2: Sign Up and Install RightMessage
Assuming you’ve picked RightMessage, get your account set up. The process is pretty standard:
- Sign up for an account (no free plan, but there’s usually a trial).
- Install the RightMessage script on your website. This usually means pasting a snippet right before the
</head>tag. If you use WordPress, there’s a plugin—otherwise, do it manually or via your tag manager.
Heads up: If you’re using a static site generator or something fancy, double-check that your platform allows you to inject scripts site-wide.
Step 3: Decide How You’ll Segment Visitors
RightMessage can segment visitors in a few ways. Here are the real options:
a) On-site Questions
You can ask visitors questions (“Are you a freelancer or an agency?”). This is the most accurate, but not everyone will answer.
Works best for: Sites where people are motivated to answer (e.g., you’re offering something in return, or your audience trusts you).
What to watch out for: Too many questions = drop-off. Stick to one or two critical ones.
b) URL and Referral Data
You can segment based on where people came from. For example:
- Visitors from facebook.com see a “Special for Facebook users” message.
- People landing on
/pricingget a different CTA.
Use it if: You run ads or have traffic from clear, different sources.
Don’t expect: Fine-grained segments. This is broad-brush stuff.
c) Existing Data (CRM, Email, etc.)
RightMessage can pull tags from your email platform or CRM. This lets you personalize for subscribers or leads who return to your site.
Only worth it if: You already have a list and can connect the dots (e.g., ConvertKit, ActiveCampaign).
Reality check: Integrations can be fiddly, and most anonymous visitors won’t have data attached. But for returning subscribers, it’s powerful.
Step 4: Build Your Segmentation Questions (If You’re Using Them)
If you’re using on-site questions, keep these tips in mind:
- Make it quick. One question is better than three.
- Be direct. “What best describes you?” is better than “How do you see yourself professionally?”
- Don’t be creepy. Avoid asking for personal info right away.
Set up your questions in RightMessage’s visual builder. Test how it looks on desktop and mobile.
Pro tip: Use plain language. Visitors don’t care about your “customer archetypes.”
Step 5: Connect Integrations (Optional, But Useful)
If you want to send segmentation data to your email tool (like tagging someone as “Freelancer” in ConvertKit), set up the integration in RightMessage.
- Go to Integrations in RightMessage.
- Authenticate your email or CRM platform.
- Map your segments to the tags/fields you use elsewhere.
Worth doing? Yes, if you email your list. No, if you’re just starting out and don’t have lists yet.
Step 6: Create Your Personalized Content
This is where segmentation pays off—or flops. Here’s what to personalize:
- Headlines: Speak to each segment’s pain point.
- Calls to Action: Different offers for different groups.
- Images or Case Studies: Show stuff relevant to the visitor’s context.
In RightMessage, you’ll use “Personalizations” to swap out content based on a visitor’s segment.
What works: Small tweaks. You don’t need to rewrite your whole site.
What doesn’t: Overhauling every page for every possible segment. You’ll drown in versions and maintenance.
Example: If you segment freelancers vs. agencies: - Headline for freelancers: “Get more clients—without endless proposals.” - Headline for agencies: “Automate client onboarding and scale your team.”
Step 7: Preview and QA Everything
Don’t skip this. Preview your site as different segments. Try to break it. Check:
- Does the right message show up for the right people?
- Does anything look weird on mobile?
- Are the integrations working (tags, etc.)?
Common gotchas: - Content flashes (“flicker”) before personalization loads. - Segments not sticking between pages (cookie/session issues). - Wrong content showing to the wrong audience.
Step 8: Publish and Watch the Data
When you’re happy, publish the changes. Now you can actually see what’s working (and what’s not).
- RightMessage gives you reporting on how many people see each version.
- Watch your conversion rates for each segment.
- Don’t obsess over tiny differences—look for obvious wins.
Ignore: Vanity metrics like “engagement” or “views.” Focus on real actions: signups, purchases, etc.
Step 9: Iterate—But Don’t Overcomplicate
Personalization is a rabbit hole. Start with one or two segments and see if it makes a difference. If it does, great—add more. If not, rethink your segments or messaging.
A few things to skip: - Dozens of micro-segments (you’ll get lost in the weeds). - Personalizing for the sake of it (“Welcome back, Bob!” is not a strategy). - Chasing edge cases. Focus on the 80/20.
Final Thoughts: Keep It Simple, Ship, Then Improve
Segmentation and personalization can absolutely help you market smarter—but only if you keep it practical. Get clear on what matters to your audience, use tools like RightMessage to make it easy, and don’t fall for the hype that you need to personalize every pixel.
Start small, ship something, and see what actually moves the needle. Iterate from there. That’s how real-world marketers get results.