Everything You Need to Know About Behavioral Segmentation [+ Examples] 1
Behavioral segmentation is the process of grouping customers into categories based on their behaviors or actions involving your business. This allows you to more effectively target and market to them.
Behavioral Segmentation Variables
The behavioral segmentation variables that you need to consider while working on the categorization of your audiences include:
Sought-after product/service benefits of your audience members.
Audience member’s product/ service usage rate.
Audience member’s loyalty status.
Stage of the buyer’s journey an audience member is in.
Size of your market segment.
Level of accessibility your market segment has to your product or service.
How niche your market segment is.
Examples
Purchase Behavior/ Transaction History
How and why they decide to convert
Which stages of the buyer’s journey go smoothly whereas where a prospect may come to a bit of a roadblock along the way
Which behaviors are likely to accurately predict a conversion.
Occasion
Was it a specific occasion or point in time that influenced your customer’s decision to convert?
Is there a specific point in time during the year that they’ll interact with your brand?
Is a purchase decision based on the time of day or even life stage?
Customer Loyalty
Which parts of the buyer’s journey are so delightful that they result in loyalty
How you currently keep loyal customers feeling delighted
Which prospects are most likely to become loyal
Which attributes do your loyal customers share.
Benefits Sought
Of all of your features, which do they need most to resolve the challenge(s) that they’re experiencing?
What specific benefits do they get out of your product and which of those benefits are most important to them?
Customer Journey Stage
Which stage prospects get hung up on
Engagement
Usage
How and/or how much a customer uses your product or service.