How to increase sales with behavioural targeting
When it comes to advertising your products and services, there are several obstacles that stand in the way of reaching your desired audience. Great campaigns may connect with the wrong audience, fail to convert consumers, not send the correct message, or simply fall apart for no discernable reason.
However, you can overcome these hurdles with behavioural targeting and deliver the right message to the right people at the right time.
A marketing practice that leverages web visitor information to bolster advertising campaigns, behavioural targeting enables you to increase conversions, user engagement and drive more sales.
In this how-to-guide, we’ll show you how to tap into the power of behavioural targeting and behavioural segmentation to grow your business.
Defining how behavioural targeting works
The behavioural targeting process involves a combination of data gathering, behavioural segmentation, and data application for creating highly personalised ad campaigns. It’s broken down into three steps:
Step one: Data collection and analysis
The first step to building a successful behavioural marketing strategy is to gather behavioural data on different customers. This kind of data includes the duration of a web visit, demographics, previous purchases, the amount of product pages that have been viewed, and more.
This information can come from a range of sources such as mobile apps or websites and is often tracked using third-party cookies and aggregated using a Data Management Platform (DMP).
From there, the data is analysed and is made ready for segmentation.
Step two: Behavioural segmentation
Behavioural segmentation can be defined as audiences being arranged into groups based on their behaviour. For example, consumers who frequently buy a specific kind of product, or people who view a certain product category, or are from a certain location, or are a loyal customer – the list is endless.
This segmentation phase is incredibly useful for helping to develop hyper-personalised content later on and creating a better customer experience.
Step three: Application of data
After segmentation has been completed, ad campaigns are created to match with the corresponding segment. This has the benefit of making the ads more personalised and increasing the chances of conversions and engagement
Behavioural marketing techniques
Now you know how behavioural targeting works, it’s time to put it into practice with the following techniques:
Develop personalised product campaigns
Armed with specific sets of data, you can create tailored product campaigns for different audiences.
As an example, a shopper who frequently purchased fitness equipment could be grouped into a certain category and that information could be put into developing ads that showcase relevant fitness products.
These ads take the form of personalised pop-ups that appear when the shopper next returns to the web store.
Bring people back with remarketing ads
Remarketing is the practice of engaging with customers based on prior behaviour across multiple platforms.
If a consumer were to view a product on your website and then click away, behavioural targeting would help to create remarketing ads that could be used for other places the consumer is active e.g. a social media platform.
The remarketing ads would appear on the platform and could entice the consumer to return to the product and make the purchase.
Optimise your website navigation
Analysing behavourial data such as how consumers left your online store goes a long way to helping you improve the customer experience.
An effective way to do this is optimise your website based on the information you’ve gathered. This could involve streamlining the checkout process, altering calls-to-action, or making product categories easier to find.
No matter what you do, even the smallest improvements to site navigation will contribute towards higher conversions and sales.
Create targeted content
Through examining the right strands of customer data, you’ll be in a better position to understand the best kind of content to provide to specific customer segments.
For example, video is a popular form of content for how consumers find out information about an item, with 98% of people saying they watch explainer videos to learn more about a product or service.
If you find this is the case with your customer segments, it makes sense to implement video ad campaigns.
Lower cart abandonment rate with well-timed emails
Another sound behavioural marketing technique is to use data as the fuel to craft emails that help to reduce the impact of cart abandonment. The average cart abandonment rate for most ecommerce businesses is 70% and having the right data makes a huge difference.
The email could simply be a reminder that a consumer has a product waiting in their basket or it could offer additional information about the buying process based on how the consumer likes to shop.