The attention span of today’s mobile user is shrinking at a very rapid pace. In 2000, we could boast of having an attention span of 15 seconds, however, since 2015, it has dropped down to 8 seconds – making our attention span shorter than a goldfish!
Hence it is getting increasingly important to capture the user’s attention with the right message, at the right moment and on the right device. Behavioral segmentation is one of the powerful tools that product managers and marketers can leverage to understand and engage their mobile users. But what is behavioral segmentation? Behavioral segmentation is grouping users together based on their behaviors, including patterns and frequency of use, action or inaction within the app and/or a particular user attribute.
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. We’ve seen that personalized campaigns using past data and live segments can increase CTRs by more than 10X. While it may sound complex, behavioral segmentation is easy to execute. For example, if you’ve seen based on past data that users abandon their cart within 10 minutes of adding the product to it, doesn’t it make sense to nudge the user with a push notification or an email, reminding him/her to complete the order a little before the 10th minute?
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 the right behavioral segmentation strategy, you can make your current user base more loyal and also convert them into advocates, who can evangelize your product to their broader community.
Focusing on existing users, understanding your user’s contexts and using that context to engage with them will help you succeed, and this is what CleverTap helps you do! CleverTap also allows you to create, save and engage segments based on any combination of user activity and user data you choose.
Here is a very popular Japanese proverb –
“Vision without action is a daydream. Action without vision is a nightmare.”
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.
1. Creating 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. Engage each user segment differently based on the context. 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.