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How does Behavioral Targeting Use Data in An E-Commerce Store?

Behavioral targeting is a data-driven action of adapting on-site marketing techniques to accommodate an individual user’s pattern of behavior. This will coordinate your marketing campaigns to the user at hand, boosting engagement and improving conversion.

But how does behavioral targeting actually work?

Data-driven marketing platforms like Verfacto draw upon multiple sets of data to execute behavioral targeting. In this article, we’ll elaborate on the most basic data sources used for behavioral targeting, as well as demonstrating how each data source can directly benefit your e-commerce business.

What data does behavioral targeting take into account?

There are four primary sources of data that behavioral marketing draws upon. We can break these down into the following categories:

  • Geolocation
  • Purchase History  
  • Total Page Visits
  • Total Website Visits

Each one of these data sets lends Verfacto’s intelligent data-driven marketing software a different piece of the puzzle. When all these pieces assemble, Verfacto will be able to create and launch personalized, on-site marketing campaigns that will increase customer engagement and boost sales.

Let’s take a look at the data points.

Geolocation

Out of the four basic data sources for behavioral targeting, this one is perhaps the most straightforward. Geolocation data refers to the geographical location from which a user accesses your site. This ranges from vague metrics, such as which country a customer is from, all the way up to letting you know the town they’re in. 

Location matters for two main reasons, the first of which is to adapt to their native language. Suppose someone is accessing your site from a country where the native tongue is not English. In that case, Verfacto will be able to point them towards shifting to the domain that accommodates their native language.

Although this shift is simple, it’ll make every user feel more at home as they’ll be able to interact and browse through your products in their own language.

Second of all, location can give you an idea of the general climate of the area someone lives in. While this may not be particularly useful for some e-commerce businesses, those that have seasonally variable products will find this information vital. 

A clothing e-commerce platform recommending arctic coats to someone living in the Middle East will be severely mistargeting their users. But, with geolocation, you’ll be able to change your site to match a user’s personal requirements. 

With behavioral targeting, lighter and more breathable materials and styles will be recommended in hotter climates. The opposite will also occur for people living in colder climates.

Every customer gets exactly what they need with behavioral targeting.

Purchase History

Behavioral data tools will build up a personal purchase profile of your users. While some users may like buying lots of products at once, others may buy fewer items more frequently. Verfacto will store data on the AOV of a customer, purchase frequency, recorded use of discount codes, and the number of carts created. 

Subtle changes in user behavior can make a significant impact on how customers interact with your website. With behavioral targeting, you’ll be able to adapt what customers see based on their habits.

Upon interacting with your site, Verfacto will segment users into a particular type of buyer profile. Behavioral targeting will then launch personalized, on-site pop-ups that will match their typical pattern of behavior.

While one customer that likes discounts will receive a small discount, another that typically buys lots of items at once may be up-sold with cleverly placed cross-selling opportunities.

Verfacto brings your website to life with behavioral data, ensuring it is continuously optimized for the customer at hand.

Number of Visits to Your Site

The way in which an e-commerce store targets new customers and loyal customers should vary greatly. While new customers may lack trust in your business, returning customers already know that you’re a reputable brand.

By tracking the number of visits a user has had to your site, Verfacto’s behavioral targeting systems will then be able to change the on-site content shown to that user.

A user that has lots of experience on your website may already know their way around. In that case, less time should be spent pointing them in the right direction or explaining your brand story. Most likely, they’re coming back to your site for a particular product. 

By changing your on-site structure to more easily outline products, you’ll be able to get your loyal customers to see more of your products. As they see more, the chance they like an item and decide to add it to the cart will also increase. For loyal customers, focusing on sales and products is critical.

However, for a customer who has recently clicked on your site for the first time, your goal should be to sell them on your brand. 

Instead of having on-site pop-ups pointing them to products, you could outline your store’s story.

By building a rapport with the customer, you’ll be increasing the likelihood that they’ll trust your company enough to make that first purchase. 

Number of Visits to a Product

Humans are creatures of habit. Even the most disciplined of us find ourselves coming back to products we like time and time again.

Suppose a user keeps returning to a product, maybe even adding it to their cart, but not buying it. Behavioral targeting will pick up on this habit and act upon it.

Repeatedly visiting a product is a clear signal that a user is interested. If this happens frequently, you can trigger Verfacto to send a slight discount to the user. Even a low percentage like a 5% coupon could be enough to push them over the edge.

You can even gauge the size of the discount you want to offer based on how many times a user is returning to a product. 

With behavioral targeting, your site will naturally adapt to please your customers. 

Final Thoughts

Personalization is the key to running a successful e-commerce store. 

With Verfacto’s behavioral targeting tools, you’ll be able to accommodate even the slightest changes in user behavior. Not only will this boost your sales over time, but you’ll see a larger customer lifetime value, as well as a higher AOV.

Verfacto is currently offering a one-month free trial of their services. Why not try it out today and see just how much your e-commerce business can benefit.