What is...

Behavioral Segmentation

Behavioral segmentation is a marketing strategy where prospective clients are shown content and targeted advertisements which are based on their previous behavior, choices, and actions.

This is an extremely effective marketing practice based on the concept that if the delivered content that is more relevant for the user, the probability of their reacting in a positive manner and converting will increase. Even though it sounds like a simple concept in order to make it happen it requires a lot of experience and technical wizardry.

How are user profiles constructed

In order to implement the concept of behavior segmentation, it is essential to create user profiles. These profiles are constructed on the basis of a number of factors and data. These factors include:

  • Website analytics
  • Browsing history
  • Cookies 
  • Search history
  • Purchase history
  • Social data
  • Login details
  • App data
  • IP addresses
  • etc.

To turn all the data collected on a particular user into something actionable, it needs to be compiled by a dedicated software. Creating a working behavior segmentation program, requires the use of elements such as marketing automation, CRM (Customer Relationship Management) or conversion rate optimization tools. Using behavioral segmentation is an effective way to enable the marketers to move beyond the usual ‘batch and blast’ marketing practices. It broadens the scope of marketing by sending personalized marketing messages to the target audience.

The benefits of behavioral segmentation

Behavioral Segmentation marketing practices have the following advantages:

  • Relevancy: It allows the marketers to send only relevant ads and digital content to the users.
  • Efficiency: The marketing process becomes more efficient as the behavioral segmentation increases conversion rates along the sales funnel.
  • ROI: Behavioral segmentation has been proven to deliver more ROI compared to the classic marketing approach of one-size-fits-all

How to implement behavioral segmentation using Omniconvert

Omniconvert has an advanced traffic segmentation engine that you can use in order to created personalized experiences for your users. You can access over 40 different pre-set segmentation criteria (technical details, weather, browsing history, actions in current session etc) which you can mix and match in order to create your customer segments, or you can create custom segmentation options by using cookie data collected from your website. 

behavioral segmentation

After creating different segments you can use Omniconvert’s other features to deliver personalized content. One option would be to create dynamic content with the help of the A/B testing feature or to implement it in website overlays such as the one displayed below:

website overlay with behavioral segmentation

For more information on how to create personalized content using behavioral segmentation, consult our knowledge base or signup for an account and contact our support team. 

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