Haven’t you heard of behavioral segmentation? It’s a marketing strategy that delves into the psychology of your website visitors to determine customer behavior. This data can be utilized to create targeted content for each visitor, so they are more likely to convert to your site.
This article will teach you how behavioral segmentation works and how it is applied in practice by outlining three different behavioral segments: social media users, casual shoppers, promotional content users, and avid buyers.
What is Behavioral Segmentation?
Behavioral segmentation is a method of Website personalization that divides visitors into behavioral groups so as to decide what content they should see.
When you first create an account, it’s usually on some sort of social media website, and your profile undergoes behavioral segmentation. This form of behavioral segmentation allows the company to display different images, posts, newsfeeds, and advertisements based on whether you have correctly filled out all sections on your user profile (i.e., complete name field).
This same example can be used across most websites today with profiling tools such as Google Analytics, where companies are able to gather information about their users from these profiles, allowing them to show specific ads for people who visit certain pages/sections more than once in order garner more clicks.
This behavioral segmentation is perfect for websites that offer free content and when it comes to paid subscriptions, too, with the likes of Netflix using this tactic to recommend different movies based on what you have already watched.
This type of behavioral segmentation can be used by any company offering products/services directly through their website and provides a more personalized user experience as well as increased conversion rates from users who feel they are being treated specifically to them!
How does Behavioral Segmentation Work?
Behavioral segmentation typically takes place in four steps. First, you need to identify your behavioral segments based on specific criteria such as demographics or interests. Then, you can create custom content targeting each specific behavioral group that will encourage them to convert into leads/customers by using their unique needs and desires as inspiration for writing blog posts, social media updates, etc.,
Your visitors are now more likely to engage with your website due to relevant content that speaks directly towards their behavior. Lastly, monitor behavioral segments to make sure they are actually converting into leads/customers and adjust as necessary.
How is it Applied?
To apply behavioral segmentation to your website, start by identifying any existing behavioral segments based on information gathered from Google Analytics. Make sure to include key terms such as demographics (i.e., age range) when considering which criteria would make up these segments because certain search engines do not support this type of personalization yet. Here are the four groups:
Social Media Users
The first behavioral segment is for people who frequently visit social media websites. This group would include content that caters to their interests, needs, and desires since they are typically already more inclined to make online purchases on the web.
Promotional Content Users
The second behavioral segment will be users who have made a purchase through your website but do not currently subscribe/purchase anything else from you at this time. These visitors need extra encouragement so as to turn them into long-term customers by showing promotional material or giving them incentives with an exclusive discount for subscribing.
The third behavioral segment will be for visitors who have not made a purchase from your website but are still browsing. This group would require content that is more general and less promotional in order to encourage them to make their first purchase at some point soon.
Lastly, the fourth behavioral segment consists of users who have already made a purchase from your website before but have not returned since. You can encourage these people to come back by creating content that speaks directly towards them and their needs/wants, such as discounts for returning customers or exclusive offers only available during holidays.
When behavioral segmentation is applied across the board, it leads users through a more personalized journey with your company that ties directly into their needs/wants, which in turn increases conversion rates!
Examples of How to Use these Segments
There are endless ways to apply behavioral segmentation across your website. Here are a few ideas you can start with:
For each behavioral group, create content that speaks directly towards their interests/needs. For example, for social media users who purchase products on the web, make sure all of your promotional material is posted on social media outlets in order to get them engaged and involved earlier.
You will have to make sure that all of your landing pages are mobile-friendly so as not to turn off any visitors due to poor UX or slow load speeds, which will affect conversion rates negatively. If possible, consider adding reviews from past customers onto product pages since these have proven successful in convincing people to make purchases online. Use behavioral segments when writing blog posts about new arrivals or any other product that would be of interest to your users.
Another example would be behavioral segmentation on your website. For instance, if you are looking to increase traffic from people who frequently visit social media websites, then use a Facebook pixel or Google Adwords conversion tracking scripts to monitor which pages they have visited to determine the best way to tailor promotional material towards them.
Lastly, make sure all of your contact forms and any other lead generation tools (i.e., pop-ups) can actually track visitors by using their email address/name and creating a behavioral profile since this is considered one of the most reliable methods for converting visitors into leads/customers.