Free CRO Consulting by Targeter App
As part of Startup Chile, the team behind Targeter App is already helping Startup Chile startups in helping increase online conversions and perform Conversion Rate Optimisation (CRO).
After free consultation you can expect increased revenues, engagement on your webpages and decreased bounce rate.
We thought it’d be nice to expand this offer to our readers. As part of this offer we will offer:
- Free consulting
- Free technical implementation
- Free Targeter App usage
Contact us on firstname.lastname@example.org with the URL of your website.
Behavioral targeting 101
Disclaimer: We follow what we preach; and you should be able to see how we are monitoring your engagement with this article to show you relevant action.
Imagine a world where everyone responds with the same words in the same style no matter what you say. Does this not sound familiar to what we see on websites today? The same website, the same words for everyone, every time! The indifference makes the whole conversation annoying and awkward. Your website was designed for just one particular user (or one particular kind of user) and any new visitor has to compensate in the user experience due to that decision.
Your can curate a unique personalized user experience for each of your visitors without having to compromise; making your visitor feel special, and provide him an elegant and exquisite experience tailored to his taste.
Behavioral Targeting is the intuition of a fine salesman who instinctively knows what you are looking for and gives you just the product you actually want to buy. It provides a better user experience to visitors based on the previous activity. This is compelling in a way that you are reaching out to your visitors on an emotional level which ultimately decides the perception of your brand and its value.
Benefits of Behavioral Targeting
The benefits of Behavioral Targeting are both tangible and intangible and for both online businesses and the consumers. When a visitor makes a purchase based on an smart suggestion or via proactive call to action messages they are more likely to convert, growing your businesses.
The great user experience that you are curating for your users based on the various data-points through behavioral targeting delights the users which makes it a win-win for every participant.
It’s a symbiotic relationship aided by great experience.
How to use Behavioral Targeting
Behavioral Targeting falls under two categories, network and onsite. Networking Behavioral targeting is about tracking visitors across multiple domains and analyzing their tastes and showing your ads on other websites.
Onsite Behavioral Targeting, works in the premise of your own website, and works without harming your users privacy.
Using Onsite Behavioral Targeting you can create a unique UX for your visitors. This manifests into higher bounce rate, low engagement and overall being ignored by your website visitors. You managed to bring visitors on your website through SEO, PPC ad campaigns and all other marketing channels but when it came to retaining them you failed.
Better involvement of visitors ensures higher conversions. Based on your website business, a conversion can be a successful signup, download and sale etc. This is a direct measure of the usefulness of Onsite Behavioral Targeting for your business.
Behavioral Targeting, thus, aims to improve the user experience and increase conversions. Behavioral Targeting should be used as an active channel to continuously improve the user experience for every single of your visitor.
Implementing Onsite Behavioral Targeting with Targeter App
We created Targeter App so that any online business can use Onsite Behavioral Targeting. You can learn about the visitor from his past behavior, language, country, technology awareness, and various other data-points (like weather, involvement, interaction levels). Using this data you can design an experience that is more likely to delight him and make him like your website/brand.
Targeter App, provides a framework, wherein you can select triggers and a corresponding action. Everything else is handled by the framework.
Triggers refer to a certain event or data-point of your choice. For example, if a visitor is coming from Australia and you want to show a specialized message for him then his country can be a trigger.
Similarly if a person has scrolled the page and you want to show recommended reading articles then “scrolling of the page” can be a trigger.
Actions are, well, an action you wish to take when all triggers are fire. A few commonly used web-actions are:
1. Topbar with a special message
2. Overlay window
3. Recommendation box
4. Social bar
5. Call us/ Chat widget
Targeter App allows you to use any actions your creativity might take you.
Let’s try to create a very simple example, where we will show a follow us on twitter message if you show interest in our article.
I have set these triggers and actions:
Trigger : Visitor scrolled down 200 pixels on your webpage
Action : Show a topbar with a message that says “Found this interesting? Follow @targeterapp”
Let’s do it in these following simple steps :
1) Go to your Targeter App account and copy the code snippet on your website. This snippet is required to run all the events on your website.
2) Navigate to “Create Event” page from your dashboard on Targeter App. Events are the combination of triggers and action.
3) Select the trigger of a combination of triggers which will decide when to show the action.
4) Once you have selected the stimulus rules, design your action. We have created some ready-made templates you can use. Topbar is one of them.
5) You can choose text, color and link in the topbar and create your own customized message you want to show.
6) Save, and click on “Paused” button to Run & start targeting.
That’s all you need to do to get started with behavioral targeting using Targeter App.
If you need any help with Targeter App, you can reach us on email@example.com.
Different types of Behavioral Targeting and how they can complement each other
When you hear the word Behavioral Targeting, what comes to your mind? Well you can sort of relate that it has to do with some targeting based on behavior. This is indeed correct but there are two major types of behavioral targeting based on where it is being done.
If the behavioral targeting is done solely on one particular website, that is targeting certain content based on the behavior or information of the visitor then it’s Onsite Behavioral Targeting.
Most people tend to relate behavioral targeting with retargeting advertisements which is what you experience when you visit one particular website and then find yourself being chased by the ads of that particular website wherever you go. This is called Network Behavioral Targeting and something most companies do and relate with behavioral targeting.
Onsite Behavioral Targeting is something that is, until now being done mostly by big ecommerce companies like Amazon only.We created Targeter App to provide this ability to all the small and medium sized online businesses. You can use the visitor data and refine your website and deals according to his taste and the past browsing patterns. We have mentioned the various user datapoints one can utilize to curate the most ideal user experience for particular kind of user.
Onsite behavioral targeting is basically helping your visitor to find what he is looking for and making it compelling enough so he will purchase the product. Network behavioral targeting however is more aggressive in a way that it chases you on different websites and try to bring you again, after you have exited the particular website. This is done by all the major ad networks these days including Google Adsense.
Ideal Ad marketing strategy
A good online marketing strategy can be developed by doing both onsite and behavioral targeting together and doing it diligently. It will be ideal to provide such user experience using onsite behavioral targeting tools so that the visitor finds what he is looking for on the first visit itself.
However this is not feasible or practical and thus one should employ a little network behavioral targeting methods and introduce some retargeted advertisements so that the visitor will continue to retain the cognizance of your product for future purchases. It is indeed about relating your brand with a particular product.
Signup for a free trial at Targeter App today and see the benefits of using Onsite Behavioral Targeting.
When and how to use Node.js
Recently I am coming across frequent discussions and arguments related to node.js. In this post I’ll try to clear up things and present (at least try my best to) a better insight along with reasons as to when and how to use node.js.
I’ll start with what is so exciting about node.js. Its asynchronous. Yes, thats pretty much the “BIG” exciting thing about it. Lets have a look at why this is so interesting.
Lets say you have an application where you have 10,000 visitors connected to your site and you want to push data to them (like a chat application). One way is to poll your server every X seconds for new data. This is very resource consuming and takes a very heavy toll on your server.
Using node.js you can connect all your visitors through sockets and push content in real time (soft real time). One would argue this is doable in other platforms too. Yes, it is; but, the difference lies here, if one of your client needs to write to the database, and the next needs to just say it is alive, it needs to wait till the first connection is done. Usually platforms avoid this waiting by spawning multiple threads. The downside with using threads is, that each thread uses RAM, which is a very heavy resource. Node.js, however, puts the first connection in waiting, while the database is working to store the record. The CPU being idle, is ready to serve the second connection. Meanwhile, if the database completes its task, an event is fired, and node.js finished the first connections pending request.
So now that we have seen how node.js is different, lets talk about when to use it.
Node.js provides a very good framework for apps that have a lot of connected visitors or involves a lot of I/O. The bottlenecks in todays computing times are I/O operations. For CPU intensive tasks, it is not a very wise decision to use node.js. You are better off using C/Java for such purposes.
Lets see how to use node.js. While using node.js the most common mistake is that people tend to forget that node.js is asynchronous. Prevent using synchronous function calls at all costs.
Do not use node.js to serve static files. This is because Nginx uses sendfile to serve the files. This is done via the kernel and is thus really fast. However, the differene would be noticeable at a very high number of requests being served.
When using callbacks, remember to return when the function has done what you expect of it. This ensures that your code works as you expect while ensuring a small stack size.
One thing to remember is that being asynchronous does not mean node.js cannot be DRY. You are more than welcome to create a function and throw in it the common code, and wrap the function in a closure to free memory when the main function ends. One thing to note here is, there is a trade off in declaring a function on every request, and in freeing memory.
Behavioral Targeting for better UX and increased conversions
Consider these two scenarios:
- Suppose a returning visitor comes to your website but is not purchasing the product. Won’t it be great if you could give a little stimulus to help him make a purchase? How about giving a “15% discount coupon” by showing him a message on the screen.
- Now let’s say you want to hire some new employees for your company. How about showing a message on the top of your website to visitors coming from the location of your company only? Or suddenly you are out of supplies at certain locations. How about putting a notification on your website for those locations, that orders might take a little more time.
These are all examples of Targeting, which helps narrow down your targeted users and show them relevant content. The targeting can be either based on the location of the user (geo-targeting) or behavior of the user (behavioral targeting). The bottomline of Targeting is to provide your customers a better user experience so that they keep returning to your websites.
Companies spend thousands of dollars on bringing visitors to their websites through PPC ad campaigns, SEO and other marketing channels. However once the visitor has reached the website, they don’t do anything to make sure the visitor feels right at home and actually gets the information/product he is looking for. This is where Behavioral Targeting comes to rescue. Behavioral Targeting utilizes the information of the visitor and helps you curate a unique personalized user experience for the visitor, which makes him more likely to buy your product or services.
Behavioral Targeting is very much about providing a customized and unique user experience which builds the visitor’s trust and helps you gain better traction.
The kind of information that you as a business owner can utilize to help increase online conversions are:
- Behavioral activity - both past and in-session browsing activities
- Recency of last visit
- Frequency of visits
- Referring site
- Search engine keywords
- Landing page
- Organic or paid traffic
- Browser and OS
- Time of the day, week, timezone etc.
Why do you need to do Behavioral Targeting?
You need Behavioral Targeting more so now than ever because there is increasing competition for eyeballs online. It’s increasingly difficult for online businesses to engage prospective customers and more so to carve a brand name for your business. Some of the methods to differentiate yourself from others is by:
- Providing great user experience
- Special deals
- Personalized unique content
All of this leads to more conversions which can be more signups, less bounce rate, more sales, engagement on the website.
Some of the examples of various targeting events you can build are:
- Show a special offer to new site visitors who didn’t complete the purchase
- If visitors are coming from mobile devices, show them mobile optimized website
- Target deals based on visitors’ geography
- Localize the language of the website or welcome the visitors in the visitor’s language
- Target the sale of software based on user’s Operating System and Browsers etc
- Engage visitors differently during business hours than during evening or weekend hours
- Personalize landing page content based on referring website or searched keywords.
Why we moved from NodeJS to RoR
Disclaimer: This post is in no way a rant about NodeJS or Ruby on Rails. It merely reflects on our decision and the reasoning behind it. Both the frameworks are great for the purpose they are built, and yes that is why a part of our stack is still running on NodeJS.
I am huge fan of NodeJs and I believe it’s a very exciting technology and we will see it getting more popular down the line. I greatly admire it but in spite of everything I recently ported Targeter App from NodeJS to Ruby on Rails.
NodeJS is suitable for apps that do plenty of short lived requests. It will work fine for a traditional CRUD app, but its not the ideal tool for it. PHP, Ruby, Python have frameworks that are well polished and mature for these apps. NodeJS’ async everything wont have any affect on a CRUD app. Popular frameworks, provide very good caching and everything that is needed for your app to work fine even synchronously.
NodeJS is a very young framework, and packages around it are very immature. I say this with no offence to any of the awesome contributors who have made so many great packages. However, most of the packages are still maturing, and the rapid development of NodeJS means a lot of changes in each new version; and when you use a cutting edge technology, you really should update to the latest version, ASAP. This makes for a lot of trouble for a startup.
Another reason was testing. The testing frameworks in NodeJS are good, but they are no match for what is available on platforms like Django, and RoR. For an app that sees tens of commits a day and all of them have to go live in a day or two, it is important to ensure that nothing breaks, or you will lose the early adopters you worked so hard to get. No one wants to spend a day while you fix trivial bugs.
Finally, we needed something that could cache everything and gets the work done ASAP. Even when our app grows and has thousands of hits per second, we are never going to experience a flood of requests; it is not a chat app! At best the main app will see a 1000 RPS, something that is a piece of cake with RoR and Nginx.
Now, if you are reading still, and you did “read” all this stuff, you pretty much are dying to ask where are we using NodeJS. Well, our app consists of 2 parts. The first is the interface the user sees, and the second that manages the reports, and the logging stuff. The latter is a perfect scenario for using NodeJS; a lot of short lived requests. This part of our app, ends the responses as early as possible, even if we are still pushing things around. This is important because while the request is open, the browsers are waiting for it to complete, damaging the user’s experience. NodeJS’ async everything saves us. The data is being written to the db, or being crunched, while the request is ending, and the browser can continue with the important stuff.
PS: Here is a great guide on where to use NodeJS and how to convince your boss to use it, http://nodeguide.com/convincing_the_boss.html .
If a user does this, do that.