In previous posts on Behavioral Targeting we described in a practical and conceptual way how Behavioral Targeting has become an eCommerce must. Not only does it provide intelligence for online stores or marketplaces, it also understands buyers and creates a unique shopping experience. The point of Behavioral Targeting is not only that it makes it possible to segment users on the basis of their actual behavior but it also enables you to interact with those users in your website in real time, offering them a personalized experience. Leaving aside product recommendations, which can be seen as a wide range of options within Behavioral Targeting, in this post I will describe various types of Behavioral Targeting actions that can be applied to personalize your users’ shopping experience.
As we said before, the personalization of your website, using business rules or triggers, will give you the option of increasing your conversion rates in a simple, quick, and effective way. These are actions such as redirecting, offers, and discount coupons, replacing or adding contents, or capturing email addresses by means of a pop-up, as shown in the image below.
By means of a simple, configurable pop-up, you can enable your online store to capture customer data in order to implement later actions, such as sending your newsletter, deals, and discounts. There are many options.
One example is the capture of emails by means of the launch of a pop-up when the user starts browsing. This is how our friends at Pool Fun Store greet you and ask you to enter your data so that they can help you in the shopping process.
Redirecting is not a very technically complex action. Sometimes you only need to redirect if the user has had a specific behavior. Suppose a user comes from Google.es: this is organic traffic. Let’s suppose that the user’s search is not very detailed and he or she lands in a product page, so you can force a redirection. The scheme, as we saw in previous posts, would be as follows:
We previously talked about email capture, and the image above shows how you can do this by means of an email pop-up to capture user data and leads in a more or less aggressive way, depending on your marketing strategy and on the decider – in this case, the eCommerce Manager. You can customize the pop-up in an easy way by means of HTML, changing its color, shape, and style. It should be as close as possible to you store style: integration is crucial.
We have talked about pop-ups, but you can also create actions by means of banners, just by entering a target URL and an image URL which will show that image in the URL specified. You can do great things just by taking small steps.
The discount banners used by our friends a 5mimitos provide a practical example of a banner that is personalized on the basis of the user’s recent purchases.
Replacing HTML contents
Another action specified by a business rule is the possibility of specifying the ID of an element whose content will be replaced by a piece of HTML code specified in the editor (as shown below) depending on user behavior. The ID is determined or generated by the framework or platform which is being used
Here is a simple and clear example of creating and using a banner: an image of the Amazon homepage where you can see how it clearly geolocates the user’s IP and displays contents in Spanish. It’s a very obvious example, but it personalizes the website depending on the user in a way which would be otherwise more difficult.
What is the result of these actions derived from Behavioral Targeting?
The following are the main reasons why these actions are derived and usually take place simultaneously or in isolation (of course, it should be borne in mind that their purpose is to obtain accurate data and act on the basis of these data, with the final goal of increasing conversion rates in a measurable way).
This is what any online store or marketplace tries to achieve. Having a high recurrence percentage means that you are doing things well. Having your customers come back increases sales, and enables you to carry out actions to encourage customer loyalty even more.
Derived from customer loyalty, it enables you to use clearer tools and concepts, such as eCommerce gamification. Introducing games into non-gaming environments – in this case, shopping users and shopping habits – on the basis of user behavior can be very profitable.
Enlarging the database
Having a segmented customer database is a must in eCommerce, not just to know who is buying, but to know how he or she is buying. Identifying your customer is necessary in any online store. It enables you to carry out specific actions that will increase your profits considerably.
Establishing almost 100% perfect merchant strategies
This determines the previous factors or points. The goal is for strategies or actions to have very low cost and very high returns – that is to say, for them to be almost perfect for an eCommerce Manager. The dream of any online merchant.
Saving time and costs
A side effect of all that we have described is the fact that you can save time and costs by establishing the campaigns and strategies most suitable to your target. Knowing your user saves time and money, and shopping personalization based on Behavioral Targeting makes possible.