Shopping Behavior Targeting through User Segmentation: A Detailed Walkthrough
In the dynamic world of e-commerce, understanding and catering to the needs of customers is paramount. One approach that's gaining traction is behavioral segmentation in mobile apps. This strategy groups users based on their actual interactions and behaviours within the app, rather than relying solely on demographic data like age or location.
By tracking clicks, features used, time spent, purchase history, frequency of use, and specific actions like cart abandonment or milestone achievements, e-commerce brands can gain a deeper understanding of user needs and desires. This, in turn, enables them to personalize marketing and in-app experiences, smooth friction points in the customer journey, identify high-value user segments, increase engagement and conversion rates, and ultimately, boost revenue.
Behavioral segmentation empowers e-commerce brands to move beyond generic audience targeting and create dynamic, data-driven strategies. For instance, frequent shoppers can be offered personalized recommendations, while lapsed buyers might receive targeted re-engagement campaigns. Big spenders could be offered exclusive deals, while window browsers might be enticed with urgency-driven promotions.
Platforms like Customer.io and Klaviyo offer advanced workflows, such as targeting VIP buyers with early access offers. They integrate with your app and backend to trigger behavior-based flows. Firebase Analytics is useful for tracking event-level app behaviour and funnel drop-offs, and its audience segmentation feature allows defining groups like "users who added to cart but didn't purchase in the last 7 days."
When segmenting app users, it's crucial to avoid too many segments, segmentation without action, wrong timing, using only demographic data, and stale segments. Instead, focus on high-impact groups, tie segments to real campaigns, consider timing and lifecycle, use behavioural data, and keep segments dynamic.
For example, 'Loyal Browsers Who Rarely Buy' are frequent app users who check out new arrivals, save products, and share them, but rarely convert. To engage them, strategies like using social proof, surfacing user-generated content, and A/B testing showing product bundles vs. single SKUs can be employed.
On the other hand, 'Dormant or Inactive Users' - those who haven't opened the app or made a purchase in 30+ days - can be re-engaged with comeback flows offering personalized win-back offers, free shipping, and highlighting what's new since their last session.
Behavioural segmentation is a practice adopted by leading brands like Sephora, Target, and Nike, marking a shift from traditional segmentation that treats people like static profiles. Tools like Firebase, Mixpanel, OneSignal, and Pushwoosh make it easy to collect the right data for segmentation, including user behaviour data, session-level data, purchase history and frequency, and engagement data from push notifications.
By embracing behavioural segmentation, e-commerce apps can power better marketing, product decisions, personalized offers, and smarter retention flows, leading to improved user satisfaction, loyalty, and ultimately, revenue.
- E-commerce brands can enhance their app experiences by leveraging no-code app builders, such as Firebase, Mixpanel, OneSignal, and Pushwoosh, to collect user behavior data, enabling personalized push notifications to engage segments like 'Loyal Browsers Who Rarely Buy' or 'Dormant or Inactive Users'.
- In the realm of business, technology, and lifestyle, finance plays a crucial role. By adopting technology, education-and-self-development tools like behavioral segmentation can aid in understanding customer needs, leading to increased engagement, conversion rates, and ultimately, boosting revenue.
- As we move forward in our interconnected and progressive world,staying updated with the latest technology trends, such as behavioral segmentation in mobile apps, is essential for any business to thrive, ensuring a seamless experience for customers and creating a competitive edge in the market.
