App User Lifecycle

Behavioral Segmentation: Definition, Examples, and Benefits

The attention span of today’s mobile user is shrinking rapidly.

In 2000 the average attention span was 15 seconds. Since 2015, it’s dropped 8 seconds — making our attention span shorter than a goldfish!

It’s increasingly important to capture your user’s attention with the right message, at the right moment, and on the right device.

Behavioral segmentation is a powerful tool that mobile marketers can use to understand and engage mobile users.

But what is behavioral segmentation?

What is Behavioral Segmentation?

Behavioral segmentation involves grouping users together based on their behavior. This includes factors like how often they launch your app, features they use, content they consume, or types of products they purchase.

Behavioral Segmentation Benefits

Behavioral Segmentation allows you to better understand who your users are, what they do in your app, and what they want want from your offering. These insights enable you to personalize your mobile marketing campaigns to a specific, targeted user segment. We’ve seen personalized campaigns can increase CTRs by more than 10x.

While it may sound complex, behavioral segmentation is easy to execute.

CleverTap’s Live User segments help you to build unique behavioral segmentation strategies that keep user behavior data updated to the very second so you don’t waste any time before triggering personalized and contextual CTAs.

For example, say you’ve seen that most users who abandon their cart do so within 10 minutes of adding the product. With behavioral segmentation, you can nudge users to purchase with a push notification a little before 10 minutes pass.Behavioral Segmentation

Our data suggests that out of every 100 users who are installing your app, only 6 end up using your app after 30 days. With good behavioral analysis and the right segmentation strategy, you can make your current user base more loyal and also convert them into brand advocates.

Focusing on existing users, understanding how they use your app, and using that context to engage them is essential to success. CleverTap also allows you to create, save and engage user segments based on any combination of user activity and user attribute you choose.

Behavioral Segmentation Example

“Vision without action is a daydream. Action without vision is a nightmare.”

-Popular Japanese proverb

While having the strategy in place is good, implementing it is more important. Failing to adapt to changing customers’ needs or inability to quickly act on valuable insights leads to millions of dollars in losses everyday for brands across the globe.

Get Up Close & Personal with Your User

Get Up Close & Personal with Your Users

Learn how behavioral analytics and segmentation can improve mobile engagement and retention.

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Behavioral Segmentation in 3 Steps

1. Create User Workflows

This step requires you to record user’s past and current data/behavior to organize users into segments. The key segments that you define would vary based on the industry and use case.

2. Segment and Track Users Between Milestones

A user’s segment will not always remain the same. For example, a first time user after reading five articles will become an engaged user.

3. Personalize Engagement for Each User Segment

For example, an engaged user who has read five articles would be more interested in buying membership rather than a first time user.
With Live User segments you can trigger a variety of CTAs as the users qualify into various pre-defined segments based on their recent behavior and elicit the best possible outcome from each segment of users.

Behavioral Segmentation Drawbacks

Behavioral segmentation is important to your mobile marketing success. But it isn’t without its limitations.

For one, behavioral segmentation will tell you what your users are doing — but it can’t tell you why. Uncovering the motivations behind those behaviors takes some digging. Intent-based segmentation is a much more effective method for understanding user intent.

Tips to Implement Behavioral Segmentation

Here are a few ways you can implement behavioral segmentation in your mobile marketing campaigns:

  • Remarketing campaigns based on past user behavior
  • Send targeted content to user segments based on interests, average order value, frequency of app use, and more.
  • Focus your marketing resources on users who have shown they’re ready to convert.
  • Target high-value prospective users by understanding more about who your user base is and how they use your app.
  • Time your messaging campaigns for when users are most active and likely to respond favorably.
  • Customize messaging and delivery times based on the user’s location, native language, local events, and time zones.

Behavioral Segmentation in Mobile Marketing

  • Building knowledge of your customer base and strengthening customer relationships.
  • Reducing cost of mobile marketing and increasing customer lifetime value.
  • Analyzing insights to make important decisions across all functions of an organization. For eg: product enhancements, CRM, Sales etc. In addition, automate processes using a flexible platform that’s quick to deploy.
Get Up Close & Personal with Your User

Get Up Close & Personal with Your Users

Learn how behavioral analytics and segmentation can improve mobile engagement and retention.

Download Ebook Now

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