But we often limit ourselves to grouping users exclusively according to RFM logic (therefore taking into account history), or according to more or less detailed socio-demographic variables.
The truth is that segments are very dynamic and purchasing behavior is not just a concept related to what was purchased. The way users navigate and consult the website also tells us a lot about them and, above all, allows us to glimpse latent opportunities. The products clicked on, viewed, abandoned carts, are all indicators of potential interest. This information, combined with recent history, helps us to:
Offer the right thing to the right person
Choose the channel and how to do it
take advantage of latent opportunities as they arise;
Whether you’re focused on acquisition or retention, you can’t ignore pending croatia cell phone number list opportunities. At Blendee, we call these segments “pending,” and they can be activated with timely tactics like behavioral messaging (faster conversion attempts while browsing, abandoned cart recovery emails, social retargeting, etc.)
3) CUSTOMIZE ALL NAVIGATION
Personalization is the ultimate choice, and statistics prove it. The more you personalize, the higher the conversions. It is important to personalize not only on direct channels, but also dynamically on the website. To do this, you first need to recognize the user and have a series of data, ranging from order history to the customer journey. Here are the levers you can use during on-site navigation, for example:
Recommended products based on similar users (belonging to the same segment)
Personalized messages with exclusive benefits only for specific segments
Related products based on purchases and/or browsing
This type of algorithm-based personalization can of course be extended to all other channels, emails, social networks, adwords with the appropriate differences in timing and formats for each segment.