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.