Behavioral Targeting

Merely looking at online traffic data is unlikely to help you boost your business. In order to grab your potential customers’ attention you have to tailor your website to their interests. And knowing who your visitors are, learning their behavior and what makes them tick will set you on course for achieving this.

Armed with this valuable information, you’ll be able to conduct behavioral targeting to deliver exactly what your individual customers want. You’ll have the ability to sense their behavior and instantly alter the content of your site to meet their expectations. You’ll be able to make the most of all of your site’s features, from registration form optimization to using the most engaging colors, and you’ll improve website usability to give your potential customers the best experience possible, win their trust and improve your sales.

  • Present the right content to the right people
  • Optimize website usability for your potential customers
  • Effectively segment your visitors
  • Carry out real-time personalization

The Conversion Suite’s behavioral targeting tools offer a tactical approach to achieving website usability. After all, driving visitors to your website is a wasted effort if they find it difficult to navigate once they arrive. Without website usability testing, it could be that you’re inadvertently detracting from your brand, instead of enhancing it. Our behavioral targeting tools give you the power to pinpoint potential problems, like an unnecessarily complex interface, slow loading times, errors in the system – or simply unappealing design – which seriously hamper website usability and can make frustrated visitors drop out of the conversion process altogether.

Website usability optimization involves enhancing your site so that its content is relevant and useful and meets the needs of your potential customers. Website usability directly reflects your company’s reputation and credibility. Using our behavioral targeting tools to make sure your site is user-friendly inspires the confidence of your visitors, and means you’re more likely to encourage them to make a return visit.

The Conversion Suite’s behavioral targeting tools help you to increase your visitors’ engagement by using real-time customization. The tools create personalization rules for triggering the display of content, enabling you to automatically present personalized content designed to appeal to a certain group of customers. The behavioral targeting rules are made up of a UI, a visitor segment, and a page, enabling you to tell your website, for example, to display a specific welcome banner (the UI element) for all visitors who used a certain word in a search engine (the visitor segment) on the landing page (the page).

Behavioral targeting enables you to maximize the impact of your website, from the landing page to final conversion. One important element of such targeting is form optimization. Conducting behavioral testing on, for example, the number of fields in a registration form can give you the power to achieve form optimization. Through form optimization testing you may discover that potential customers are turning away from your website because they’re being asked to provide too much data, or maybe you’ll find out that having numerous fields is an invaluable way of gathering essential information about your visitors and helps you to achieve form optimization.

Segmentation of your potential customers is clearly central to successful behavioral targeting, enabling you to accurately divide visitors who are going to convert from those who are just looking. Such an invaluable insight will help you to hone and target your marketing strategies more effectively, rendering your brand more credible and appealing, making a bold and immediate impact, and ensuring that visitors keep clicking on your website all the way to that final conversion. The personalization rule’s segmentation element can be created in a number of different ways, for example with data provided by visitors themselves, such as how many times they’ve arrived at your website in the past, and which pages they’ve looked at. It is also possible to bring other variables into the equation, such as the time of day, day of the week and the visitor’s IP address and country of origin. Our behavioral targeting tools can also work with segments defined by information from the traffic source. For example, you could segment visitors who came to your site by looking up a certain word in a search engine.

Behavioral targeting is carried out by the Conversion Suite’s JavaScript agent, which uses the relevant personalization rules from its server, based on which page on your website your visitor is looking at. Our self-learning algorithms minimize the investment you’ll need to make in order to deliver personalized content and special offers to individual visitors. Our behavioral targeting JavaScript agent categorizes the potential customer, and then makes the necessary changes to make the page relevant to them. The behavioral targeting tools work by choosing which UI elements it should alter. The selection process is carried out from the Conversion Suite’s back office by offering the ID of each UI element on the page. There’s no need for a programmer to enter the relevant JavaScript on the page ­– it’s all done through our behavioral targeting JavaScript agent.

You’ll be able to assess the effectiveness of your behavioral targeting measures like website usability, attempts at form optimization and the success of your personalization rules by using a number of key performance indicators, such as revenue and click-through and conversion rates. That way you’ll be certain that your behavioral targeting efforts are maximizing the potential of your business.

Key Features

  • Real-time insights
  • Individual visitor targeting
  • Creation of rules for displaying content, based on page, UI element and visitor segment
  • Consideration of multiple variables – past behavior, time, day, IP address, and more
  • Self-learning targeting
  • Easy-to-use program, which selects the UI element for you