Segmentation is a behavioral marketing technique that can be used to target specific groups of people. Marketers use behavioral segmentation in their campaigns to create personalized experiences for customers. When behavioral segmentation is combined with predictive analytics, marketers are able to generate traffic and increase conversions on their website. Product analytics software companies like Mixpanel use behavioral segmentation to help their clients gain more traffic on their websites.
This blog will thoroughly discuss the benefits of behavioral segmentation and how it can help you improve your conversion rates!
What is behavioral segmentation?
Behavioral segmentation is a behavioral marketing technique that uses website user data to create personalized experiences for customers. Behavioral segmentation allows businesses to track customer behavior and identify different types of visitors automatically. Businesses can use this information to deliver targeted content within their websites or in email campaigns, push notifications, and social media ads.
Some marketers may feel like behavioral targeting creates an unfair advantage: they think it’s creepy because it involves collecting personal information without users’ consent. However, most online advertising platforms allow you to opt-out of behavioral ad targeting if the marketer does not have your permission.
When used responsibly, behavioral segmentation has many benefits, including increasing traffic and conversions on your website.
Why do you need to use it?
The reason behavioral segmentation is so powerful is that it can deliver a personal experience to every visitor. For example, behavioral segmentation may allow a clothing retailer to automatically show different online visitors different price ranges for a certain product based on their past purchase behavior. Visitors who have never purchased from this company before will see full-price products, while returning customers can be shown special discounts or even free shipping.
A lot of people are now learning about behavioral targeting and are worried about their privacy. However, behavioral segmentation is not the same thing as tracking your IP address or other personally identifiable information (PII). Instead, marketers use three types of data when they create behavioral profiles: actions that users take on a company’s website, personal details like age and gender, and customer preferences such as interests in sports cars or literary novels.
How does it work?
Behavioral segmentation works by identifying different types of visitors through a variety of customer actions, such as visiting a website or opening marketing emails. This information is collected from website visitor logs, shopping cart abandonment software, email campaigns, push notifications, and more.
The data collected allows digital marketers to create audiences that they can target throughout their marketing channels using behavioral ad targeting techniques like interest-based advertising on social media platforms like Facebook or Instagram ads.
Marketers will be able to deliver content based on specific groups identified through behavioral segmentation. This will allow marketers to send highly targeted content that is relevant to each customer’s needs and interests!
The benefits of using behavioral segmentation
A lot of business owners or marketers are now starting to put up their own websites and marketing initiatives. The internet is an innovative way to get your brand out there and allow you to interact with new customers from all around the world. One tactic to help them get the right leads is through behavioral segmentation. The benefits of behavioral targeting are numerous! Here’s a list of some important benefits:
- The customer experience is enhanced and personalized, which leads to increased conversions and revenue for the marketer.
- It can reduce marketing costs because marketers only pay for ad impressions that interested users actually see.
- Behavioral segmentation allows you to create multiple campaigns within your website or email platform based on different types of visitors who visit your site. This will help improve conversion rates as well as increase the number of people purchasing from you online!
- It will help your marketing team have a better understanding of each customer’s needs and interests. This allows you to tailor your messaging accordingly.
However, suppose behavioral segmentation isn’t used correctly. In that case, marketers can create many problems for themselves – such as wasting money on ineffective ads or creating an unfriendly user experience by bombarding users with irrelevant content.
In fact, behavioral segmentation has been criticized in the past because it was believed that companies were using personal information without consent which would violate European data protection laws (GDPR). However, behavioral segmentation techniques are fully compliant under GDPR guidelines so long as marketers have proper permission from their website visitors.
Examples of how to use behavioral segmentation
The behavioral segmentation process is simple, here are just a few examples of how behavioral targeting can benefit your business.
If you’re an eCommerce company with both BtoB and BtoC audiences, then behavioral targeting will help identify different customer segments that have purchased from you online in the past. For example, one audience may consist of people who have already made purchases on your site before, while another audience may be new customers to your brand. Each group would receive targeted content based on their individual needs.
For marketers using dynamic remarketing lists for search ads (RLSA), behavioral segmentation allows them to create unique ad copy for each visitor type, increasing clickthrough rates by delivering relevant messaging across the SERPs.
After identifying visitors through behavioral segmentation, marketers can also use behavioral ad targeting to create campaigns on social media platforms.