Behavioral targeting has found a great playground in the online medium. It’s here that behavioral targeting can reach its full potential by pairing deep analysis of visitors’ actions with the possibility of an immediate response.
With this technique, marketers can target visitors based on behavior patterns and real-time actions. Just think about the possibility of talking more directly to a visitor and immediately reacting to its actions. If you could see a visitor do a certain action (click a link, search for something, reading intensely a piece of content) what would you tell him? Would you assist him in finding the right product? If he seems to be in doubt, would you try to convince him to buy by presenting him the perfect product?
Well, this is exactly how behavioral targeting techniques work: by presenting the users with punctual suggestions or alternatives, based on their proven behavior or the choices they have already made on site. It’s a natural, unobtrusive process that enhances the communication and the user experience.
Embracing behavioral targeting: how you can use it to increase sales
Behavioral targeting can be applied in very concrete ways that respond to various marketing needs. Here are a few examples of how it can be used to achieve different marketing goals.
1. Better target visitors brought onsite through search engine
Even with a carefully designed SEO strategy, traffic and landing pages don’t always match perfectly. How traffic arrives on site is ultimately decided by search engines. For example, let’s say that a search is made on “color block dresses”, the visitor arrives on a women’s fashion website, but he is directed on the home page, not on the category specifically created for this type of clothing. In this particular situation, behavioral targeting can be used to make displayed content more relevant or to redirect user to the appropriate page.
Basically, you can create an interaction using the search keyword as a variable and entice the visitor to explore the “color block dresses” page. Or even direct him towards the bestsellers in this category.
2. Reduce cart abandonment
Behavioral targeting can be used to reengage visitors that showed a clear buying intent, but, for different reasons, have abandoned the shopping cart. By putting together pieces of information about the user’s navigation on site, the products he seems to prefer and the ones he has chosen, marketers can retarget users and serve them with messages that restart the buying process.
3. Initiate a long lasting communication with customers
Behavioral targeting is great for creating communication opportunities. Based on known information about the visitor, marketers can create and serve messages about newsletter subscription. You want to hook visitors from London? Create a special newsletter, London themed, and then invite visitors from London, to subscribe to the newsletter. It can be done easily through a pop-up, a light box etc.
4. Hook indecisive potential customers
While on a website, some visitors might display behaviors that suggest they are interested in the offers or certain pieces of content, but at the same time, they have some doubts or take too much time to decide. If it’s a good potential customer, a marketer can push a little the sale by prompting special offers or products better adapted to the visitor’s needs. How can you spot the potential customers among the usual traffic? An “indecisive behavior” can be defined by a big number of viewed pages, by an increased time spent on site or by a certain pattern of search. It’s up to every marketer to settle metrics according to each website’s profile and target.
5. Increase average order value
Through behavioral targeting marketers can construct better targeted offers. Every time a user explores a website, a pattern of navigation emerges. These patterns can be used to recommend products that correspond to the user’s preferences. By helping the visitor discover more interesting products and better associations of products, the orders can be encouraged to grow in numbers as well as in value.
Behavioral targeting is a powerful tool when used in accordance with a website’s objectives. It’s also a very versatile tactic that enables marketers to create personalized campaigns for different segments of visitors.