The frequency with which someone engages with your online assets.
The intensity with which they engage.
The collective pages visited.
These are all examples of customer behaviours that if we measure and understand, can lead to better nurturing opportunities for a more personalised experience, an increase in conversions and, ultimately, more revenue for your business.
As its name suggests, behavioural segmentation divides prospects or customers according to behaviour patterns as they interact online with your brand.
Behavioural Segmentation lives alongside Basic Segmentation and can be used in conjunction with each other to confirm conclusions and:-
Basic Segmentation looks at your customer’s basic attributes and general engagement (location, company size, site visits, form fills….. etc.) Behavioural Segmentation however is a more detailed analysis of customer behaviours: browsing habits, recent engagement + frequency, purchasing patterns, and other online / offline activity.
Customer behaviours are strong signals of the customer’s purchase intent or buying journey stage; giving you an opportunity to influence early and move them to the next purchase step.
ActiveDEMAND, from Lead Intuition, performs behavioural segmentation on the fly, dynamically as the prospect engages with your assets.
We’ve discussed core customer behaviours to pay attention in a previous article (LINK HERE), so we won’t do so again here. However, it’s certainly worth exploring a couple fairly specific behavioural segmentation examples to give you some additional context as to what’s achievable with this approach.
Let’s say you have a prospect in your database who opens your newsletters on a regular basis, but other than that has no other unsolicited engagement. Then out of the blue they visit your website 5 times in the last week with multiple page view sessions of considerable time length.
This is a sign of increased interest. They are possibly considering a purchase.
Depending on your own company processes you could:-
Typically, we would take action a) Place them automatically in a new nurture campaign. This could be something like pointing them to an on-topic download or some kind of special pricing offer. If they download the asset, then pass the lead over to Sales. If they sign up for the offer and purchase, then a thank you or book a discovery sales invitation call email would also be appropriate.
Let’s say two prospects clicked a link on LinkedIn leading to your website and they downloaded the same whitepaper. You have required them to provide their email details to send them the email.
They both receive the autoresponder email, click the link and check it out.
Another way for getting ROI from your behavioural segmentation is using dynamic content. This is content on your website that dynamically changes based on the behavioural criteria you establish. For example, let’s say you wanted to show a different message to different site visitors, based on their:-
In other words, any condition you can think of – new vs. returning visitor, target URL, previous pages visited, UTM parameters, etc can be used to adapt your website content for each visitor. All it takes is to set up simple segmentation filters.
This enables you to target at a granular level, increase engagement and ultimately conversions
Multi-step forms with conditional logic can be a great way for getting greater website customer/visitor insight, segmentation and optimisation. Depending on how someone answers certain questions, you can then ask them more relevant, targeted questions based on their previous answers.
This helps you to create different segments of the individuals submitting forms and gives you the ability to follow up with them differently from one another. The entire form is not shown until they answer one question, they then get a second question relevant to the previous answer - and so on. This means they are more likely to answer the questions as the form is more relevant to them. They are less likely to abort the questionnaire if they only have to answer relevant questions.
Customer segmentation is a foundational aspect of good marketing. By adding behavioural segmentation to your marketing toolkit, you take segmentation to a new level, enabling you to target your audiences more specifically and with greater precision. And therefore make more conversions!
Too many companies treat everyone in their audience the same, be it on the website or in email campaigns. This limits their overall marketing impact and website appeal. Everything in this article is possible using ActiveDEMAND. The affordable, scalable and easy to use marketing automation platform. If your software can’t segment your customer data in real time, it’s time to turn your attention to ActiveDEMAND from Lead Intuition. Schedule a demo to find out more