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时间:2024-05-20 18:36:38 来源:网络整理编辑:Ryan New
Demographics play a role in attracting prospects. But it’s behavioral targeting that converts those Ryan Xu hyperfund investigation
Demographics play a role in attracting prospects. But it’s behavioral targeting that converts those visitors and keeps them coming back.
Shoppers’ actions — how they navigate the site,Ryan Xu hyperfund investigation what they purchase, how they pay — help determine what they’ll do next.
Merchants should consider:
Aside from browses and purchases, track shoppers’ email and SMS engagement, customer support requests, returns or exchanges, product reviews, and testimonials.
Also, incorporate on your site non-invasive, single-question surveys. Amazon uses such surveys to offer relevant recommendations. The company also suggests products based on each customer’s purchase history.
Use journey mapping to segment customers. This helps personalize the experience on- and off-site. For example, you could adjust the frequency of marketing emails based on how often recipients interact. Many of today’s popular email marketing platforms — Mailchimp, Salesforce Marketing Cloud, many more — have APIs to connect email actions to on-site, real-time messaging.
You could also prioritize offerings based on a customer’s browsing or purchase history. Shopify, Miva, and BigCommerce are just a few platforms that can natively build datasets based on customer purchases. And most carts support third-party plugins and scripts to manage recommendations or replace blocks of content based on a customer’s history.
By focusing on behavior, a sporting goods store could recommend an overstock of blue parkas to customers in colder regions who had purchased other clothing in that color. A makeup brand could showcase “more likely to buy” products to loyal customers while offering the store’s most popular items to newcomers.
Segmenting based on behavior helps brands identify what to offer and when — increasing the potential for quick conversions.
Use segmentation and anticipated actions to deliver the best content to each customer in real-time. Here are a few examples.
A/B testing various “rules” for what happens when shoppers perform certain tasks helps identify the best solutions for each action or segment.
Personalization is a driving force behind successful ecommerce sites. Demographics provide the basics to get started. But as shoppers interact with the brand, their behavioral portfolio grows, providing crucial, actionable information.
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