Every time a shopper views a product page, adds to cart, clicks, scrolls, goes idle, etc., they paint a data “picture” of who they are as a shopper. This data can be useful. And with the right behavioral marketing software, this data can be useful in real-time.
You might be thinking that behavioral marketing is just shopping cart abandonment emails and retargeting campaigns. You’re entirely not wrong; these are types of behavioral marketing that are triggered by what shoppers put and leave in their carts.
However, shoppers are leaving behind more information than just what they add to cart. We call this digital body language. Just like we can infer a lot about a person from their physical body language, we can do the same with digital body language too.
This takes behavioral marketing to a whole new level. On this level, behavioral marketing software can work in real-time to deliver targeted smart messages based on each individual shopper’s digital body language.
Why is this useful? Smart messages based on digital body language can relieve a customer’s concerns and hesitations, to improve their experience and encourage them to buy today.
Let’s look at some examples:
6 Examples of Smart Behavioral Marketing
Meet Karen. We don’t know much about her. She is a unique visitor to our e-commerce shop that sells household goods, she has not logged into an account or given us any personal details.
But as Karen shops, the behavioral marketing software will be able to learn more about her from her digital body language. Using her digital body language, the software will be able to detect what kind of shopper she is and send her a targeted message to address her specific hesitation.
In each scenario, the story resets as if Karen has never been to the e-commerce shop before.
Behavioral Marketing Example #1 – The Price Conscious Shopper
Digital Body Language: Karen’s first action is to go to the Clearance section of the top menu. From there she navigates to Cleaning / Fabric and sorts the results by “Price: Low – High.” When she visits a product page, her mouse first hovers over the price, then the picture, and then the list of specifications.
After browsing a few irons, she adds one to cart and continues to look at discounted irons. On each product page, she briefly views the technical specifications and then scrolls up to view the price.
Behavioral Observation: The behavioral marketing software detects Karen is a price conscious shopper.
Hesitation: Karen wants to make sure she is getting a good product at the lowest possible price.
Smart Message: Karen is targeted with a message to reaffirm the good deal she is getting on the iron.
Behavioral Marketing Example #2 – The Smart Shopper
Digital Body Language: This time, Karen navigates to the search bar and types in “steam iron”. She sorts the search by best reviews. In each product page, she clicks to view more details about the technical
Behavioral Observation: The behavioral marketing software detects Karen is a smart shopper.
Hesitation: Karen wants as much information as possible before committing to a single item.
Smart Message: Karen is targeted with a message to help her compare prices and details at a glance.
Behavioral Marketing Example #3 – The Risk-Averse Shopper
Digital Body Language: Karen arrives on the homepage and clicks on a prominent picture of an iron. She adds the iron to her shopping cart but does not proceed to checkout. She scrolls back up and looks through the menu but does not click on any merchandise category. Karen then navigates to the bottom of the page and hovers over list items in the footer. She views the product page for the chosen iron again.
Behavioral Observation: The behavioral marketing software detects Karen is a risk-averse shopper.
Hesitation: Karen is looking for information on the return policy but hasn’t found it. She doesn’t want to buy an iron she doesn’t like and not be able to return it.
Smart Message: Karen is targeted with a message to let her know the nearest location to return an item and just how hassle-free the process is.
Behavioral Marketing Example #4 – The Needs-Proof Shopper
Digital Body Language: Karen is browsing several irons. She does not spend much time on each product page before going to the next recommended item but does consistently scroll to look over the customer reviews. She adds several irons to her cart, removes them, and returns to browsing.
Behavioral Observation: The behavioral marketing software detects Karen is a needs-proof shopper.
Hesitation: Karen is looking for social proof to make her final decision. She wants to know that the iron is good enough to deserve popularity.
Smart Message: Karen is targeted with a message showing the product is in high demand.
Behavioral Marketing Example #5 – The “I’ll Get It Later” Shopper
Digital Body Language: Karen entered the site directly on a product page for a toaster. She clicks on an iron in the recommended items section in the right column. She proceeds to view several different irons but hasn’t added anything to her cart. Karen returns to one specific iron on three occasions during the session.
Behavioral Observation: The behavioral marketing software detects Karen is an “I’ll get it later” shopper.
Hesitation: Karen came through an advertisement for a toaster, remembered that she needs to replace her iron, but isn’t in a hurry to buy one today.
Smart Message: Karen is targeted with a message to let her know that the iron she is interested in is in limited supply.
Behavioral Marketing Example #6 – The Persuadable Shopper
Digital Body Language: Karen has viewed many products within the same category: ironing boards, ironing board covers, hangers, starch, and of course, irons. She adds a few different items in this category to her cart.
Behavioral Observation: The behavioral marketing software detects Karen is a persuadable shopper.
Hesitation: Karen has shown interest in related products and is likely to add impulse-rack items just before or at checkout. She only needs to be exposed to the right item.
Smart Message: Karen is targeted with a strategic recommended item message.
The Examples We Left Out—and Why
There are two examples that we left out but are worth mentioning: The Definitely Going To Buy Shopper and The Definitely Not Going to Buy Shopper.
In both of these cases, the shopper’s digital body language reveals their intention is clear and unwavering. Because they have no hesitation, it’s best to leave these shoppers alone. This simplifies your UI and their experience.
In a case where the shopper is sure to buy, smart messages may distract or discourage them. They’re on a mission and don’t need your help to get there.
In the case where the shopper is not going to buy, smart messages simply won’t help. The shopper may want to view products and shop, but knowing how many items are in stock or that an item is on sales won’t change their mind or improve their window shopping experience.
The lesson here is that it is just as important to know when to send a message as it is to know when to not send a message. When done well, you deliver the exact e-commerce experience needed to get the highest revenue per shopper.