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.