How to Target The Customers You Want On Your Site
Every business wants to drive their own idea of the perfect customer to their site—the trick is figuring out how to do so. Traditionally, people were targeted by demographics based on their location, age, income, and other factors, but an even better way to draw customers to your online presence is to utilize behavioral targeting. Behavioral targeting is a way of attracting customers based on browsing and purchasing behaviors, including how often they have visited the site, what they have bought, and if they are subscribed to your site.
Customer Location and the Device Used
If you can tell where someone is accessing the site from, you know what types of items to offer them. For example, if the visitor is from Miami, you’ll know not to offer them cold weather clothing or road salt.
Knowing the device that they are using to access the site can also be helpful. You can tell whether they are using a phone, a laptop, or even a computer associated with a company's office. From there, you can determine their reason for visiting the site, which can be help you get a better picture of the customer’s needs.
How the Customer Found Your Site
With data referencing traffic sources, you can tell how a customer got to the site. Was it a Google search? If so, what keywords were they searching? Did they find your site via a link posted on a social network? This can determine not only where your best targeted ads or links are, but also whether you want to present the option to log in through Facebook or whether a specific ad campaign led them to the site.
How Often do They Visit?
Determining whether a customer is a first-time visitor of the website or a frequent one can be important. If someone visiting the site is a first-time visitor, you will know to put up special messages helping them navigate the site or offering assistance. With this sort of data, you can even determine how many times a visitor has looked at a particular product that they have yet to buy. If someone is making a lot of visits to the same product page but not buying anything, a behavioral targeting specialist with a Master's of Public Administration online degree says they are probably lacking the information needed to make a purchasing decision. A click-to-chat button that comes up for that behavior could be beneficial, because that would give them the opportunity to have their questions answered.
Good recommendations for what to do for certain behaviors include showing an opt-in email popup, replacing web content based on certain behaviors, and offering personalized discounts. This also rewards the people who make frequent purchases, improving the seller-customer relationship you have with them.
About Emma Sturgis
Emma is a freelance writing currently living in Boston, MA. She writes most often on business and technology. When not writing, she enjoys watching old movies and rock climbing