Behavioral targeting, which is also applicable to websites and landing pages, can significantly boost the overall effectiveness of advertising campaigns by finding target users more proficiently than standard advertising buys.
BT is a tactic for landing pages where advertisers can create campaigns specifically tailored to site visitors based on the pages they visit and what those users do on those pages.
I segment the BT opportunity for technology on landing pages into the following three categories:
Tracking behavior before users hit your landing pages
This is the scenario where behavioral segments and information are constructed by taking advantage of the aggregating user behavior data before they visit your site. The objective is to identify and target valuable customers based on individual traits, search patterns and behavior.
Take advantage of your referral source data -- where are users coming from, what keywords have they used to enter your site, what creative messages have they seen. Secure an in-depth understanding of the behavioral audience and customize the advertising campaign specific to your landing page.
Author notes: Andreas Roell is CEO/founder of Geary Interactive. Read full bio.
When constructing the personalized variables of your landing page that are specific to behavioral buckets, it is important to take advantage of demographic research. It is essential to infuse buckets into the creation of content through prioritization, use of rich media, conversion strategy and baseline data.
You can always learn about each behavioral bucket and keep refining your approach. The use of behavioral data can be a great source to tailor landing pages and create individual behavioral buckets based on common user patterns. These elements increase the likelihood for conversions.
Different levels of technical sophistication are needed because the audience is a moving target -- as technology continues to evolve, their level of sophistication is growing rapidly. When catering to audiences with various levels of technical sophistication, an advertiser is charged with adjusting landing pages accordingly. One major consideration for any advertiser to contemplate is the use of video.
As online video popularity increases, this is an interactive strategy that demands consideration. Yet it is important to get a true picture of the technical sophistication of your audience bucket to decide if rich elements such as video should be used or not.
Adjust your conversion funnel
Finally, the conversion funnel is the ultimate setting for advertisers to make users finalize their intention into action. Therefore, it should consist of opportunities for us to implement BT during the conversion funnel.
When constructing your conversion funnel, certain components should be taken into consideration. The first thing is to look at transactional or lead forms. Look for the opportunity to name form fields with different naming conventions. Ask a variety of questions to learn more about your customers, or as a way to filter the qualification of your prospects.
Another component to consider is the variance in preferred methods of contacts or transactions. Do people like to call in? Does a bucket like to be contacted? Do they like credit cards? If so, what kind of credit cards do they have? In turn, these components take advantage of the flexibility and insight you have over behavior buckets.
Consider the following changes once you have acquired behavioral tracking knowledge from any of the previously discussed ways.
Prioritize your content based on making decisions to display certain offers, incentives and products that are relevant to your individual behavioral audiences. To find out what is getting a better response, conduct A/B testing for each behavioral bucket. A/B testing is a proven means to increase conversion rates.
Adjusting landing page navigation is imperative because not every behavioral bucket responds to the same navigational options. Prioritize and order the changes and then use different naming conventions.
For example, when analyzing the purity of a water company's product, a mother's main concern is the health of her children, therefore, she looks at the water company's product from a health standpoint. On the other hand, an athletic enthusiast looks at the water product from a fitness basis.
The verdict? Changing the naming of navigation will draw action.
Brand advertisers use BT to deliver their advertisements to consumers who are in-market for their product or service. By intimately knowing what a user is doing on your landing page, over time, targeted and relevant content messages can be tailored directly to him or her. By becoming familiar with the behavioral characteristics of similar visitors, advertisers can create opportunities that are relevant in their messaging.
No matter what your advertising goals are, consider incorporating behavioral targeting tactics into your landing pages because it can increase ROI.
Before adopting BT to your landing page, first identify whether you are trying to reach all of your consumers or trying to reach specific types of individuals through your efforts. The range of your segmentation must also be considered, as targeting that is too narrowly focused may outweigh the actual results.
By paying close attention to users' activity on your current landing page, website creators can track what they do and ultimately learn from past users and establish activity milestones for future users.
In this category, behavioral segments can be developed by applying BT technology to their actions on your actual site. Track the users on your site and place them into relevant behavioral buckets. This helps advertisers tailor landing pages that reflect the users' previous habits and likely patterns.
A consumer's past behavior on your website is the most powerful predictor of their future behavior. Therefore, any advertiser's goal should be to leverage BT to send the appropriate message to each user based on his or her position in the product purchase sequence.
Using BT to deliver relevant messages to your website visitors is currently not a common technique, but it can provide significant lift to your landing page conversions.