Overview:
Personalizing web pages based on visitor behavior is one of the most effective ways to deliver highly relevant content. By understanding how users interact with your website—whether they’re new visitors, repeat visitors, or have taken specific actions—you can tailor content to match their journey and increase conversions. Relevic allows you to dynamically change what users see based on their behavior, ensuring that every visitor gets a personalized experience. This article will guide you through how to set up behavioral targeting, customize content, and manage personalized experiences based on visitor actions.
Why Behavior-Based Personalization Matters:
Visitor behavior gives you key insights into a user's intent and preferences. Personalization based on behavior helps ensure that users see content tailored to where they are in their journey. For example, new visitors may appreciate an introductory offer, while returning users might be more interested in exclusive discounts or loyalty rewards. This approach can drive higher engagement, boost conversions, and increase customer retention.
Key Visitor Behaviors to Target:
Relevic enables you to target a wide range of visitor behaviors. Here are some common behaviors that can be leveraged for personalization:
First-Time Visitors: Users visiting your website for the first time.
Example: Display a pop-up offering a welcome discount to first-time visitors.
Returning Visitors: Users who have visited your website before.
Example: Show returning visitors a message like “Welcome back! Here’s 10% off your next purchase” to encourage repeat business.
Multiple Page Views: Users who have visited a specific page multiple times without taking action.
Example: If a user views your pricing page three times without signing up, offer them a discount or free demo.
Last Visit Date: Personalize content based on how long it has been since the user’s last visit.
Example: Retarget users who haven’t visited your website in 30 days by offering a special re-engagement deal.
Abandoned Cart: Target users who have added items to their cart but haven’t completed the purchase.
Example: Display a personalized message like “Complete your purchase now and get free shipping!” to encourage checkout.
Steps to Personalize Web Pages Based on Visitor Behavior:
Identify Key Behaviors: Start by identifying the visitor behaviors most important to your business goals. Focus on behaviors that signal intent or need for engagement, such as returning visits, multiple product views, or shopping cart abandonment.
Pro Tip: Not all behaviors are equally valuable. Prioritize behaviors that are closely tied to your KPIs, such as conversions or sales.
Set Up Behavioral Filters in Relevic: Relevic makes it easy to personalize content based on a range of visitor behaviors using filters. In the Campaign Canvas, you can apply the following behavioral filters:
First Visit: Target users visiting your site for the first time.
Multiple Page Views: Show personalized content to users who visit the same page multiple times.
Returning Visitors: Display content customized for visitors returning after their first interaction.
Last Visit: Personalize content based on how long it has been since the user’s last visit.
Example: Set up a filter for visitors who have viewed your product page more than three times but have not made a purchase. You could trigger a pop-up that offers them a limited-time discount to incentivize a decision.
Create Page Variations Based on Behavior: Once you’ve identified key behaviors and set up your filters, create different page variations for each segment. The content on these variations should directly address the user's behavior.
Example: For users who abandon their shopping carts, create a page variation with a prominent message like “Still thinking? Complete your purchase now and enjoy 10% off your order.” This can be more effective than showing the same content to all visitors.
Customize Content for Behavior Segments: Use Relevic’s page editor to customize the content for each behavioral segment:
Headlines: Change headlines to reflect visitor behavior. For returning visitors, a headline like "Welcome Back! Your Exclusive Offers Await" can encourage repeat purchases.
CTAs (Calls to Action): Update CTAs based on user intent. For example, instead of “Buy Now,” returning visitors might respond better to “Continue Shopping.”
Images: Personalize visuals to match the visitor’s engagement level. Returning customers could see banners for loyalty rewards or seasonal promotions.
Pro Tip: Keep your content highly relevant to the visitor’s previous interactions. For example, if they’ve browsed a specific category or product multiple times, consider showing similar products or a personalized recommendation banner.
Monitor Performance: Once you’ve launched your behavior-based personalization campaign, use Relevic’s Analytics dashboard to track how each audience segment is interacting with the personalized content. Key metrics to monitor include click-through rates (CTRs), conversion rates, and time spent on the page.
Example: If visitors who abandoned their carts convert more after being shown a personalized discount offer, consider rolling this strategy out across more touchpoints in the user journey.
Examples of Behavior-Based Personalization:
First-Time Visitor Personalization: For users visiting your site for the first time, offer a special introductory promotion to encourage engagement. For instance, you can display a welcome message like “Welcome! Get 10% Off Your First Order” to make the user feel valued.
Cart Abandonment: If users add products to their cart but don’t complete the checkout process, personalize their next interaction by showing them a reminder or incentive to finalize the purchase. A pop-up like “Complete Your Order Now and Get Free Shipping!” can encourage them to return to their cart.
Returning Visitors: Create loyalty by personalizing content for users who have previously visited your website. You can display personalized messages such as “Thanks for Coming Back! Here’s 15% Off Your Next Purchase” to increase their likelihood of converting.
Best Practices for Behavior-Based Personalization:
Focus on Key Behaviors: Don’t overwhelm your users with too many personalized elements. Focus on the behaviors that directly contribute to your business goals (e.g., purchases, sign-ups).
Use Data to Guide Personalization: Continuously monitor your analytics to see which behavior-based segments are performing best. Refine your personalization strategy over time based on this data.
A/B Test Behavioral Content: Test different variations of personalized content to see which version resonates most with each audience segment. For example, test different types of offers (e.g., free shipping vs. a discount) for returning visitors to see which one leads to higher conversions.
By leveraging visitor behavior to personalize web pages, you can create more engaging, relevant experiences for your audience. Whether you’re targeting new visitors with introductory offers or encouraging returning visitors to complete a purchase, Relevic’s behavior-based filters and page variation tools make personalization easy and effective.