How Using Human Behavioral Segmentation Makes Customers Buy
The philosophy of basic human behaviour never changes as it flows from three basic sources: knowledge, emotion, and desire. So nothing has really changed for centuries, as they still serve true today, this especially when it comes to executing executive online marketing decisions.
Using the various behavioral targeting tools, online marketers now have the resources to be able to capture data regarding basic human emotion, and then take advantage of them to tailor their marketing campaigns.
What doing so does is it will conjure more of the desires, emotions, and the knowledge, this in order to encourage potential buyers to take action. This will prompt them to take the next step, such as: submitting their email address for more information, clicking the “buy” button to make a purchase, or to return back to the site, at a later date, to purchase more product.
Following these basic human needs work. Take email for instance, as applying behaviorally targeted messages has proven to perform up to 3 times better in terms of conversion, over blasting out traditional generic email messages.
If you’re not using behavioral segmented strategies, you could then be losing out on valuable conversions. There are a few specific consumer behaviors which you should be aware of to accomplish this.
Tracking Past Behavior
Knowing a customers past tenancies is one of the best indicators of their future behavior. What you need to do is segment customers by what they’ve purchased in the past, and then send them additional information on any complementary products that’s related to their original purchase.
If they do happen to purchase again, then you should be able to establish an accurate profile of the customer which will give you better insight into their wants, needs, and their preferences, which can be applied for future marketing purposes.
Tracking Consumer Items Not Purchased
These potential consumers were motivated, and their desire was high enough to go through the research process, and land on your page, but it wasn’t strong enough to actually purchase the product.
So what happened, did they decide that they didn’t want it, or did they find the same product at a better price from a competitor. What you need to do is segment and sort these customers by what they happened to look at, and then if at all possible, send out an email message which includes unbiased reviews on the product, or a similar product, or special pricing or a promotion for the item.
Purchased Specific Items In A Category
This when applied to basic human behavior, states that if a customer happens to purchase something from a specific product category, then happens to return later, and views another similar product which is in the same category.
The behavior of these buyers reveals that the product will most likely be their next purchase. Take advantage of that knowledge by specifically marketing that latest product to the customer.
When you’re marketing at this product specific level, what it does is it’ll keep the customer completely engaged. The product will remain on the top of their minds and at the tips of their fingertips. So make sure that you position your site as the destination to buy that product from, once they do decide to buy.
Spending Time Window Shopping But Not Buying
The most critical resource to your customer is always their time. So if a potential customer has the time to “window shop” products on your site, they should then be courted.
Begin by segmenting how much actual time that they spent on your site, or the product itself, then you can get the exact insight of your most engaged and interested customers, even if they’re not ready to purchase anything yet.
You can then get specific in your marketing efforts by highlighting the products of their desires, or you can become more direct. Send an email offering a special promotion or a limited time coupon to these customers, highlight your return policy, or give them “free” shipping.
This will give them good reason to go beyond engagement, by possibly converting.
Unbiased Review On Products
Regardless of what industry you’re in, what customers overwhelmingly want are unbiased feedback, remarks, and reviews from their peers when they’re ready to make a decision to purchase.
Genuine user submitted reviews can be an extremely powerful marketing tool. So much so that vendors should be somehow rewarding their customers who are willing to participate in sharing their views and opinions.
But going beyond that, these reviews can also be used to personalize your marketing by drawing segments around those individuals who left positive or negative reviews regarding the products.
Then cross sell or up sell them on other products based in the same category. These reviewers are customers who are invested enough to take the time to give their opinion regarding the products on your site. So it’s a good idea to offer them something good to write about.
In the early days of eCommerce, attempting to perform behavioral segmentation wasn’t even on the online marketers radar. But with all of the tools which are now available, this data is now readily available and available in real-time.
So it’s becoming easier to know, track, and then gauge what your customers intentions are, and then manufacture more excitement, emotion, and desire. Then begin watching the engagement as well as the conversions skyrocket.