What is behavioural segmentation? What are its benefits? And perhaps a more pressing matter, what are the must-know behavioural segmentation strategies and examples for every marketer out there?
This article will answer all of these questions swarming around your head. You just sit back and relax.
And if you have questions about customer segmentation examples or types of online customers you should know about, follow the white rabbit. 🐇
Behavioural segmentation divides customers and users into subgroups based on behavioural patterns and tendencies.
In other words, behavioural segmentation delves into the behavioural characteristics of users, encompassing factors such as their awareness of, attitudes toward, usage of, preferences for, and responses to a product, service, promotion, or brand.
Explore the strategic methods for gaining a deeper understanding of your customers with Customer Segmentation Playbook.
Here, we delve into comprehensive insights about 5 potent behavioural segmentation examples that warrant your consideration for optimising your marketing strategy:
Segmenting customers based on their purchasing behaviours is a widely adopted approach in behavioural segmentation.
This behavioural segmentation strategy involves categorising customers according to their buying habits and transaction histories, enabling companies to anticipate the behaviours most likely to lead to a purchase or conversion.
Behavioural segmentation based on purchasing habits can be explained in 4 distinct categories:
Behavioural segmentation based on your audience’s spending habits can provide invaluable insights for enhancing your marketing campaigns’ performances. This method entails considering various aspects of customer spending behaviour:
⚡️ Pro tip: Constantly targeting non-discount seekers with personalised discount campaigns would be a strategic mistake.
Let’s illustrate for clarity. You have a gamification campaign, a Spin the Wheel game, with different discount prizes in each slice. You should not waste this on non-discount seekers.
Targeting the discount-seekers with this kind of gamification campaign will get you more conversions. Because they’re always actively looking for deals.
Understanding how your customers allocate their resources, where they choose to spend, and when they do so can significantly enhance your marketing strategy.
This behavioural targeting optimisation maximises the utility of your existing resources and capital while ensuring that customer awareness and engagement remain top priorities.
Behavioural segmentation based on how much a user interacts with your brand, website, or app is also a great way to get to know your audience.
Understanding and catering to each user status segment’s unique needs and behaviours is crucial for a well-rounded marketing approach that maximises user engagement and satisfaction.
The most common user status segments are:
A customer’s journey unfolds through several distinct stages, each offering valuable insights for marketers:
Throughout this journey, marketers gather a wealth of data, each phase characterised by unique traits such as traffic patterns, operational efficiency, and cost consumption.
Analysing this data empowers you to craft consumer-specific and journey-specific marketing strategies, ultimately boosting conversions at every stage. Moreover, it facilitates the identification of phases that require further development, enabling you to allocate budgets more effectively, tailor messages, and send notifications that resonate with customers at different stages of their journey.
Behavioural segmentation based on users’ loyalty levels is a vital customer segmentation strategy.
Identifying and nurturing loyal customers is paramount as they often contribute the most substantial share of your revenue. Not only do they generate repeat business, but they also tend to increase the average order value (AOV), benefiting your bottom line.
To maximise the impact of loyalty-based customer segmentation and make other customer segments more like your loyal customers, consider integrating it with other technical approaches such as customer journey and user status.
Combining aggregated customer data from various segmentation methods can provide valuable insights into customer loyalty.
Once you’ve identified your audience’s loyalty boundaries and their specific needs, here are some considerations to enhance their progression to the next loyalty level:
No two website visitors or app users are identical.
Segmentify’s advanced algorithms recognise and categorise visitors based on their unique behaviours and actions. Leveraging this valuable data, Segmentify utilises behavioural segments to personalise landing pages with tailored banners, products, and content carefully selected to engage and resonate with each visitor.
The ability of our algorithms to distinguish between an Argentina soccer fan and a France supporter can make all the difference in creating a meaningful user experience.
And when it comes to personalising landing pages, incorporating videos is the icing on the cake.
Consider this: The human brain processes visual information a staggering 60,000 times faster than text. By welcoming visitors with landing pages featuring personalised animated content, you initiate their journey along the sales path more swiftly.
This approach forges a stronger emotional connection with your brand, facilitating a faster and more engaging interaction.
Don’t hesitate to contact us for more information on how Segmentify can revolutionise your landing page personalisation. We’re here to answer your questions and help you tailor your marketing strategies for optimal results.
Editor’s Note: This article was originally published on September 14, 2021, and was updated for accuracy and comprehensiveness on September 7, 2023.