Wouldn’t it be nice if all of your customers used your products in the exact same way?
Of course, it’s never that easy.
To illustrate, let’s consider Amazon. Naturally, the e-commerce giant has slews of users that buy things online. At the same time, they also have tons of businesses that sell things on Amazon. There’s also Amazon Prime Video, Amazon Web Services, Amazon Mechanical Turk, and Amazon Handmade. When it comes to Amazon, the list really goes on and on and on.
Engaging all of these different audiences effectively is a tall order. For the best results, organizations need to use data to figure out the best way forward.
To this end, today’s leading organizations are increasingly embracing a concept called behavioral segmentation to enjoy better business outcomes.
What is behavioral segmentation?
Behavioral segmentation is the process of subdividing customers into distinct groups based on how they interact with your products and your organization. By putting each group of users into a unique bucket, it becomes much easier to engage with them effectively.
While an e-commerce company might use behavioral segmentation to group users by time spent on site, shopping cart value, and referral source, a SaaS company might group users by the features they rely on, how much time they spend inside the app, and how often they reach out to customer support.
The more specific your behavioral segmentation is, the more precisely you can target your marketing efforts.
Why is behavioral segmentation important to companies?
At a very basic level, organizations are increasingly drawn to behavioral segmentation because it delivers a number of benefits, which we’ll briefly examine in this section.
Make personalization easy.
In an age where customers increasingly care about personalization, behavioral segmentation can go a long way toward helping companies meet user expectations. When you know how a similar group of users interacts with your products, it becomes that much easier to figure out which customers could potentially benefit from additional services or features on your platform. This enables you to personalize your outreach in a way that helps you connect with each user on a deeper level.
Increase brand loyalty.
The more effectively you’re able to engage your customers, the more likely they are to become loyal supporters of your brand. And that’s a huge deal. While loyal customers might only account for 15% of your user base, they can be responsible for as much as 70% of your revenue. The more loyal customers you’re able to create, the healthier your organization’s finances will be.
Develop deeper connections.
When it boils down to it, behavioral segmentation is all about forming deeper connections with your customers. When you engage your users where they are and understand what their experiences are like, it’s that much easier to relate to what they’re going through and see things from their perspective. At the end of the day, people just want to be understood; behavioral segmentation makes that understanding possible at scale.
How does Gainsight PX make behavioral segmentation easy?
By now, you’re probably thinking that behavioral segmentation sounds great. But you might be wondering how to get started.
Good news: We’ve built Gainsight PX to help brands like yours accelerate growth by analyzing user behaviors to increase product engagement.
With Gainsight PX, you can:
- Drive product growth by improving onboarding and using in-app engagement to encourage users to check out features they’re likely to enjoy.
- Gain a holistic view of customers to identify brand evangelists, capitalize on upselling opportunities, and proactively nurture existing and potential customers.
- Shatter customer silos to ensure a consistent experience across channels.
For more information on the easiest way to get started with behavioral segmentation to increase engagement and cultivate more loyal users, request a demo today.
