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This is great and I really appreciate your thoughtful feedback. Another question - looking to pick your marketing brain. We built a bit of a swiss army knife

This is great and I really appreciate your thoughtful feedback. Another question - looking to pick your marketing brain. We built a bit of a swiss army knife into our products. I'll try to break it down as simply as possible: - a user can use one Puck as a remote sensor for their Nest - a user can use one Puck + Multiple Vents for an Ecobee (like Nest but with remote sensors) - a user can use Multiple Pucks and Multiple Vents with a Nest - a user can use a Puck with a Window AC or Minisplit (standard AC outside of North America where they don't have central heating/cooling) Without having you get too deep into our specific products my main question is more around how to market in a scenario like this. I am toying with the idea of effectively building different landing pages for different people (one person controlling a minisplit likely doesn't care about smart vents for instance and might even be confused). Was thinking specific adds that target different use cases that then direct to those landing pages. A bit of a PITA in terms of lots of different flows/content etc but need to make sure we effectively communicate without confusing.

shostack 10y ago
Glad you found the info valuable. Multiple landing pages may be the way to go, and can have value from an SEO standpoint as long as they are not too repetitive. Beyond that though, consider entry into those pages. Odds are you want to give a different message to different people, so think about how you might incorporate some sort of self-selection mechanism when people arrive at your site. Maybe asking them in a little configurator widget what setup they have or what they are trying to do. You can use those signals to direct them to the appropriate page, but also to segment them into various audience buckets for purposes of advertising, remarketing, etc. It is amazing how valuable a couple clicks can be in terms of clarifying what audience someone falls under. For example, if you get a lot of searches on your brand term in AdWords, giving different site links to different sections lets you better understand the intent of your audience. Better intent signals give you better data for targeting and messaging which in turn should lead to better conversion rates from the more relevant experience.
- dmritard96 10y ago
  Thanks shostack - very much appreciated. Will be making these changes over the next couple weeks, should be fascinating once its all wired up (I'm an engineer dabbling in all this for the first time). Thanks Again!
  - shostack 10y ago
    Good stuff--feel free to post back here with the results, I'd love to hear how it goes.

shostack 10y ago

Glad you found the info valuable. Multiple landing pages may be the way to go, and can have value from an SEO standpoint as long as they are not too repetitive. Beyond that though, consider entry into those pages. Odds are you want to give a different message to different people, so think about how you might incorporate some sort of self-selection mechanism when people arrive at your site. Maybe asking them in a little configurator widget what setup they have or what they are trying to do. You can use those signals to direct them to the appropriate page, but also to segment them into various audience buckets for purposes of advertising, remarketing, etc. It is amazing how valuable a couple clicks can be in terms of clarifying what audience someone falls under. For example, if you get a lot of searches on your brand term in AdWords, giving different site links to different sections lets you better understand the intent of your audience. Better intent signals give you better data for targeting and messaging which in turn should lead to better conversion rates from the more relevant experience.

dmritard96 10y ago
Thanks shostack - very much appreciated. Will be making these changes over the next couple weeks, should be fascinating once its all wired up (I'm an engineer dabbling in all this for the first time). Thanks Again!
- shostack 10y ago
  Good stuff--feel free to post back here with the results, I'd love to hear how it goes.