Today we bring another post in the segmentation series, focusing on Behavioral Targeting. This time we will be focusing on the channels and supports available to analyze and segment user behavior. The fact is that you cannot know your customers’ motivations, but you can examine their behavior patterns on the basis of their purchases in order to conduct marketing campaigns or actions. Behavioral Marketing is a tool that can be used in different channels, beginning by the store itself, ranging through email, other websites, and mobile apps. Let’s take a look at channels then.
How can I do Behavioral Targeting in my online store?
Behavioral Targeting provides you with a greater segmentation capacity and helps you to know your current customers. But you must follow certain parameters. The question would then be: what are the specific parameters that you need to have in order to know your customers? Collecting all these data can be very useful for eCommerce Managers to better know their users and what they care most about, and thus adapt the information and content of their website to the interests of their target audience. Addressing only certain customer segments can help to provide them more relevant and personalized contents and products. As a conclusion, Behavioral Targeting can help an online store significantly increase its sales. But this isn’t the only reason why online store should opt for this kind of techniques.
If you know your users’ profiles, it will be easier to convert customers and keep them loyal, establishing a stable and lasting relationship with them. The point is to remove irrelevant elements and provide customers with what they want when they want it. You could achieve customer loyalty by taking into account the data of the purchases made by a customer on the online store for a month, in order to offer a discount to users who have made 2 or more purchases. Behavioral Targeting is already revolutionizing eCommerce, allowing companies to identify potential customers and turn them into real customers. For every kind of user there would be a derived action. For this reason, you should establish the following user profiles and their associated actions:
You may often find that you have made a strong bet to attract new customers but don’t see the returns expected. A simple way to create momentum would be offering a discount to increase a certain % of purchases. This action can work very well with new users, as they are being rewarded for choosing to browse through your store and not another one.
Some users will visit your e-store and make a purchase, but your goal is to create engagement and thus increase sales or that customer’s average shopping basket. A good solution would be a creativity – like a banner – that appears while browsing. This promotes customer loyalty and shopping recurrence. A personalized shopping experience is a must with this kind of customer.
Non-logged in users
Capturing a lead for your store’s database often turns into a nightmare. You should be creative and gradually pressurize non-logged in users so that you can identify, segment, and finally capture them. A simple action to users who haven’t logged in would be displaying a popup to get their email address and thus add them to your store’s database in order to later conduct specific actions. Try to force them to return to the store and generate a purchase.
Users who share contents in social media
Social media can be a great ally, as they can provide visibility and increase the confidence of current and potential users of your products Rewarding customers who share the items they bought, rated, or reviewed with discounts can make sales in your store grow. exponentially.
How to do Behavioral Targeting via email?
Email is the main application of behavioral targeting, ultimately leading to email retargeting: that is, the creation of a warning for a user who has abandoned, for example, a shopping cart in an online store as an email so that he or she can complete the purchase. This means that you have identified someone who has abandoned a purchase in your store and will recover him or her.
Personalized newsletters – including email marketing platforms such as MailChimp in your online store – serve as a complement supporting this and emails The flexibility provided by MailChimp means that you can segment in a very simple way and integration with your store is easy, particularly if your store has been developed in Prestashop or Magento, as there are specific plugins available. The idea is for you to use these extensions or modules to implement actions based on user behavior. That is to say, you can use them to launch personalized email marketing campaigns, using your online store’s database. For example, you can send an email to users who registered in the last month, offering them a good discount in a category in your store to make conversion rates grow. To do so, you can delimit a specific user segmentation for each campaign, as made possible by the MailChimp module. Settings are configures in the MailChipm module or extension. To this end, you create goals – based on subscribers in this case, or based on the user email data. You can create as many segments as you like, and you also have the option of adding conditions.
Here are some screenshots of the back offices for Prestashop and Magento at their configuration stage for your online store.
How to do Behavioral Targeting on other websites?
You may often find that performing actions in your store is insufficient and you should bring out the big guns or seek winning combinations. There are specialized companies that can help you with this.
Criteo generates banners in real time for each visitor, displays at most the latest 10 products viewed and recommendations for relevant products. All this is based on the tool’s predictive technology. Personalized banners generate 4 times more click-through rate (CTR) – something that you should bear in mind if you want to use this technology to monitor its effectiveness.
Thus they can offer similar products to or the same products as those finally chosen by people who bought or searched for the same thing as you. It’s a sort of involuntary recommendation made by the rest of visitors or buyers, who are unknown to you.
Let’s take a look at an example to make things clearer. You enter the Decathlon Spain website to find a pair of running shoes, but you are forced to leave in the middle of the purchase, without completing it. If Decathlon has a remarketing campaign active, you will see the Decathlon website or even the footwear you were about to buy in all the ads in the websites you view for as long as the cookie lasts or the campaign budget, previously defined by Decathlon, runs out. Tools like AdRoll enable you to do remarketing on several platforms at the same time via the same account. You can use this account to do remarketing in Google Adwords, Facebook Ads, Yahoo advertising, etc.
Facebook Exchange and Perfect Audience. How do they work?
Facebook Exchange enables you to segment users on the basis of their previous browsing. So you can think of Facebook Ads not only as a tool to get new likes or greater engagement, but also as a retargeting too. You cannot use Facebook Exchange directly from the platform, but rather you need an external tool to manage it, such as, for example, Perfect Audience, a tool to make the most of Facebook Exchange. Over the next few days I will describe how to use this tool in more detail.
How to do Behavioral Targeting with mobile apps?
Push notifications in your smartphone are good. Who hasn’t clicked at least once while bored? You always carry your smartphone with you, and it’s perhaps one of the most direct channels to reach current and potential users today. There are several supermarket apps in the market that offer the same product with different promotions, based on the user’s latest purchase, or his or her price or brand preferences, but this is still in progress. It would be great if the main supermarket chains in Spain and Europe, like Carrefour, Leclerc, Auchan, etc. implemented this kind of strategy and technology to make your shopping a bit easier and less boring!
Use of SMS messages is closely linked to customer loyalty actions. A good example of this is the She Inside card: you buy an item in a physical store, and a few days later you are offered a good discount to be applied in the same store or in the online store via SMS. This is one step further that shows how large companies are opting for omni-channel retailing.
Of course, you shouldn’t forget the data provided in the online store, in addition to the email address. If you have your users’ telephone numbers they can help you to create highly segments campaigns or customer loyalty campaigns by means of a mere SMS message, as can be seen in the example shown in the image below to create shopping recurrence.