What is behavioural marketing and how can you utilize it to make more money online?
What is Behavioural Marketing?
Behavioural marketing creates a targeted message based on a person’s interests and shopping behaviour. This is in opposition to something like mass advertising for brand awareness and direct marketing that only takes into account a person’s demographics.
You can use on-site behavioural marketing to create a personalize shopping experience or use behavioural marketing to create an effective online advertising campaign.
Why Use Behavioural Marketing?
The reason behavioural marketing is so powerful is that you are offering people goods and services based on their past behaviour. They are more likely to buy a bathing suit for the vacation they just booked than if you had a massive sale for them in July.
By predicting those things that people are going to need and want to buy based on their past web-behaviour, you will have better conversion rates and happier customers.
Behavioural Marketing Tactics
Now you know what behavioural marketing is and why you need to use it, you can apply it to your online store. Here are the best ways to do that!
- Tactic #1 – Social Proof Notifications
Use social proof to leverage conversions rates by 10-12%. We trust our connections and are likely to try things they recommend. If we notice a place is busy or popular we may also be likelier to check it out. We’re social creatures and we trust what other people tell us.
As our world becomes more social and brands start to rely more and more on influencers, you want to follow suit. You want to maximize your ability to show your users that people they know, and trust are also engaging, buying and using their products, and loving them! This kind of social proof helps bring in the masses and lift your conversions.
- Tactic #2-Recommend a Product
The more data you collect from your customers the better you’ll start to know them.
Start to create profiles for each customer that can help you choose your marketing strategy and how to target your visitors. If you track their browsing and look at the items they add to their carts you may be able to start recommending products. With enough information, you can start to see patterns.
Maybe customer A bought a new brush and shampoo, and customer B is buying the same shampoo. Recommend them that brush and maybe they’ll be likely to add it on to their purchase.
Amazon and their affiliate companies (think Goodreads) do an amazing job of giving recommendations. They’ll send you recommended products and deals that pique your interest because you looked at something similar.
Amazon gets almost 35% of their revenue from such recommendations. While it may not be as strong for you it’ll definitely increase the chance that you can turn a visitor into a paying (and maybe returning) customer.
- Tactic #3-Email Retargeting
By tracking what your customers are doing on your site you can tailor customized marketing emails to your visitors. By encouraging customers to complete their actions, like finishing their checkout, can be an email retargeting strategy.
Retargeting emails have a higher open rate than the average email because the content is generally more useful or relatable to the receiver.
Sephora does a great job of this if you add items to your cart and disappear. You receive an app notification a bit later about how “it’s not cool to ghost 👻 your cart”. This fun (and millennial relevant) targeting shows they know their customers, how to talk to them and maybe gently nudge them into a purchase.
If someone comes to your site, doesn’t buy anything and leaves you should hopefully have gathered enough information to craft a useful retargeting email. It should market to them and incentivize them to come back and turn into a converting customer. But don’t send too many marketing emails or messages or you risk pushing away the customer entirely.
- Tactic #4-Personalized Emails
We used to send out emails to the masses and hope that our super generic message would capture people’s attention. With today’s ability to filter and create product pitches that are specifically targeted we should avoid being generic.
We can customize based on location, the behaviours of a particular customer and any other touchpoints you track. This makes the recipient of your email feel like you understand them and are sending stuff to them that they’re actually interested in.
You can even test subject lines and images to see what is helping your emails convert. Track click-throughs to see if recipients open your email or click the links within it. Check out the blogs of apps like HubSpot and MailChimp to see what they recommend for calls to action and other capturing content to add to your company’s emails.
Behavioural Marketing can be a powerful tool for your online store. Add the Fera social proof app to your Shopify store to take advantage and use of behavioural marketing tactics like showcasing recent purchases and displaying social proof!