One of the objectives of marketing consists in influencing the perception of customers. And behavioural marketing is one of the preferred mediums for professionals. But what does this term mean?
THE DEFINITION OF BEHAVIOURAL MARKETING
Behavioural marketing or CRO (Conversion Rate Optimization) simply consists of studying and exploiting the habits and behaviour of Internet users when they visit a given site. In other words, you try to understand the actions and attitudes of consumers in order to make them act in the way you want them to. Behavioural marketing aims to turn cybernauts into customers on your page or in online channels. According to many companies, this process is crucial for their digital promotion strategies. They strongly believe that it has a significant impact on increasing their turnover. When you use the CRO, you professionally handle the analysis and continuous improvement of a website’s conversion rate. You persuade a large number of users to carry out an action that you have designated as the objective of your advertising campaign.
THE PLURALITY OF OBJECTIVES
Depending on the nature of the company, the goals to be achieved may be different. For example, for an online store, the main objective will be the liquidation of its products. However, for other types of companies, such as beauticians or plumbers, the goal is to encourage visitors to make an appointment or request a quote for a service. For software sites, their purpose is to increase the downloads of computer programs. The multitude of targets therefore calls for personalized and well-defined behavioral marketing strategies. Indeed, the ability of a website to achieve a good conversion rate depends largely on its content, design, offer and, more particularly, its user-friendliness. However, its optimization requires even more elements.
EXAMPLE OF MEANS USED
When we talk about convenience or usability, we focus on the interaction between the user and the web page. However, in order to have a satisfactory conversion rate, the platform must have the capacity to be present everywhere on the network and thus transform the visitor into a customer, as mentioned above. Not only does it facilitate access to the necessary information, but it also guides the user towards the objectives set in order to optimise the process.
To do this, tools such as A/B tests are used. They tell users two or more similar pages to see which one gets the best result and apply the changes to the final version. Cookies will in this case make it possible to retrieve manipulable data.