The customer’s online experience is being made more and more customized according to their needs. The user experience has been so much improved that visitors on a website may feel as if they are directly being addressed. This happens because the website predicts their needs in advance. The question arises how do these websites know about the customer’s preferences. This is where segmentation marketing comes in the picture especially cookie segmentation.
What is Cookie Segmentation?
When a potential customer visits a website, their interaction and experience are saved in the form of cookies. This information is saved in the form of cookies on the website and they can use this information for segmenting the visitors according to their interests, this type of marketing technique based on segmentation is called cookie segmentation.
Cookie-based website optimization
By making use of cookie segmentation businesses improve the user experience for the potential customers and work at advertising and providing the required products as per the customer’s demands. The customer has a copy of the information saved up in their browser as well. This segmentation helps in improving the conversion rate optimization (CRO) procedure of a website.
How does Cookie Segmentation work?
With the help of these cookies, the website remembers and recognizes a particular visitor. Then it works by customizing their product according to their needs. This allows the website to segment the visitors so they target the customers based on tailored website experience.
This is quite similar to the traditional marketing techniques where some background information on a particular group of visitors. This allows better pitching by using reference information on them which encourages the visitor to click, leading to conversion. Once you have all the relevant information on the visitors you can use different factors to base your segmentation on. Moreover, cookie-based segmentation can be used for providing visitors with customized ads.