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How do you grab a customer’s attention when our world has us on digital information overload?

Capturing attention and standing out in a market saturated with so many options is a challenge now more than ever. To overcome the digital noise, many businesses are aiming to enhance the customer experience with two approaches: customization vs personalization.

What’s the difference between customization and personalization? Are they two terms we can use interchangeably or are they two entirely different concepts? 

You guessed it – customization and personalization describe two very different, but not entirely unrelated, practices. Though not the same, (mass) customization and personalization strategies revolve around people’s deep-seated desires for self-expression and recognition – as well as their limited attention spans in a loud, digital world.

Let’s take a deep dive together into the sea of information we have about customization vs personalization.

What’s the difference between customization and personalization?

Customization and personalization are often thought of as synonyms, but while some crossover certainly exists, they are very different terms referring to very different practices. They overlap in their ability to make the customer feel as if they have a unique relationship with the brand in a way that the mass marketing of the past could never achieve.

Both practices have proven particularly well suited to Millennials, the largest consumer age group, who have an instinctive mistrust of older forms of advertisement but are more influenced by both customization and personalization-based marketing. So what exactly are the differences and how do they work?

Customization Definition: Giving the power to the users

The most common form of customization comes in the form of product customization and is typically found online. Product customization is particularly popular for clothing outlets, whereby shoppers can design a piece of clothing from an online template, using different colors, fabrics, and shapes to make their own ‘unique’ product.

Customization examples:

Nike is one of the most important innovators in the field, allowing you to customize every aspect of your sneaker.

Another brand that has used product customization to great effect is Burberry, which has gone from strength to strength in recent years, partly due to being an innovator in the field of product customization.

This is sometimes referred to as ‘mass customization’ whereby online tools allow the customization process to produce bespoke products at mass-produced prices.

What is mass customization?

Mass customization is all about customer experience, sometimes referred to as CX, which marks an enormous shift from shopping habits that were once almost entirely about the product.

Interacting with brands and producing individual styles, or at least appearing to, is at least as important to Millennials as the functionality of a product, and there is little reason to think that subsequent generations will not have similar expectations in the future, especially with technology becoming so ubiquitous and powerful. Wherever retail goes in the near future, CX is going to be an essential part of it. While the cutting edge of customization is not a major preserve of older generations, the need to keep such platforms simple and easy to use should not be ignored.

One of the issues facing businesses offering product customization is how quickly can each purchase be produced? Convenience is also thought to be a major concern for shoppers in the 21st century, and patience is not seen as a virtue. This goes to the heart of the customer experience and will likely inform how successful the model is for each business. The more complex mass customization becomes, the larger on-demand mass production will be.

One thing is for sure, what was once the preserve of the burger joint or ice cream parlor, customization is fast spreading to all aspects of retail, and as a result, is changing everything.

Personalization Definition: Tailor your user’s entire experience

Personalization is one of the most misunderstood marketing terms of all.

Often misunderstood for customization, recommendation, and even optimization, it is instead a set of well-defined practices with an overall purpose or goal. Unlike customization, which offers a very specific set of tools for customer interaction, personalization has far-reaching methods and possibilities and is currently at the very beginnings of its potential. It also touches upon issues of privacy, politics, and generational divides.

In the broadest sense, personalization is marketing designed with the individual in mind. Obviously, there is no single human observing individual tastes to present products or services that are most relevant. This is where highly sophisticated algorithms come in.

One type of personalization is the recommendation engine, although it should be noted that personalization is not a type of recommendation. The most common of these are websites and streaming services, such as YouTube or Netflix. If you have ever used these sites you will know that certain box sets or videos are recommended based on previous viewing habits. To begin with, these were obviously connected programs.

For example, if you had watched a basketball documentary, there’s a good chance that one on baseball would interest you. So far, so simple. But, as recommendation engines become more sophisticated, seemingly unconnected content works just as well. The same type of algorithms are used in retail, most famously by Amazon, and include Email campaigns that are tailored to the individual and addressed personally. This is the beginning of personalization.

Personalization also uses segmentation, for example, individual traits, such as age, gender, or location, all of which can profoundly change how marketing information is presented. Beyond that, a person’s politics, browsing behavior, and even ethical concerns can be taken into account.

We should pause here to consider the two main versions of personalization, rule-based and machine learning.

• Rule-based personalization relies on the previously mentioned segmentation model, whereby the audiences are broken down into both broad and granular segments, such as age or location. 
• Machine learning personalization, on the other hand, uses algorithms. These can be those used in recommendation engines and even parts of segmentation marketing, such as behavior. 

Whereas basic algorithms can provide broad data, such as what is trending, recommendation engines, and the like, provide more in-depth information for the individual.

Personalization vs customization in e-commerce

Customization can come in many forms, from fast food restaurants that encourage customers to design their food their way, to online stores that allow visitors to design their own clothing.

Personalization, on the other hand, is a far more complex practice that takes into account customer (or potential customer) behavior in order to market the right products, to the right person, at the right time. Using big data and powerful algorithms, personalization is becoming a more powerful tool every day, with a diverse number of businesses implementing it to great success.

Getting the most out of both practices requires an understanding of how they both work and the major differences between them.

You can certainly see the similarities between customization and personalization:

• Both aim to make consumers feel uniquely understood and marketed as individuals. 
• Both put a high value on self-expression and personal tastes and experiences. 
• Both create the illusion that consumers are being given white-glove treatment and have a one-on-one relationship with the brand. 
• Both, in a way, involve the consumer as a co-producer of value – for customization, it means relying on their predilections to craft the product, and for personalization, it’s sharing their data (unbeknownst to them or not) to create personalized marketing messages.

Ultimately, through a product strategy on the part of the company, mass customization is driven by the consumer. Especially appealing to Millennials, it’s a way of validating their own sense of self through ‘build-a-bear’ style product production.

With personalization, the onus is much more on the company to bring value and deliver meaning to the consumer audience they’re targeting.

People naturally crave to be in control of their surroundings and personalization techniques create a cherry-picked environment that feeds into that need. Bargain hunting for low-priced kitchenware from your favorite outlet? If ads for the very items you’re looking for suddenly appear all over the internet, it somehow creates a feeling of empowerment, as if in some impossible way, your wishes and needs automatically manifest.

As for information overload, this is the classic argument that contemporary consumers are exposed to a dizzyingly high number of marketing messages, far too many to consciously register, remember, or act on. Personalization strategies both (hopefully) limit the number of marketing messages a consumer is exposed to in the first place, as well as stimulate the brain to recognize these stand-out strategies, as opposed to letting them sit in the background of our consciousness. This is the idea of selective attention or the fact that your brain will automatically pick up on potentially important stimuli – i.e. those most relevant to you.

Web Personalization And Privacy Concerns: Customization and Personalization

Privacy is a major concern for many consumers and personalization has sometimes seemed more like an unwelcome stalker to some as a result. With legislation being debated in various corners of the world, what is deemed as overstepping the mark should be a concern for all.

All generations have some concerns regarding personalization and privacy, not helped by various data leaks and hacks of major companies. The truth of the matter, however, is that personalization shouldn’t be “creepy.” Transparency is a great way to instil trust with customers. Personalization need not be a back-door practice, where using personal data is hidden behind jargon and misleading declarations. Most website visitors are happy to share data as long as they know how it’s being used, especially if there is some advantage in it for them.

Being able to opt-out is another great way to make customers feel as if they have some control over the process. In some cases, the personalization process itself can be customized. While most users won’t bother engaging, they will appreciate the option to.

Evolution From Mass Marketing To One-To-One Marketing

Mass marketing is where a product or service is marketed to an entire population. It essentially treats everyone the same, with the same needs. Although that is clearly not the case, the philosophy revolves around the idea that the more people who receive the message, the more likely you will reach someone who is interested. It’s essentially the practice of selling low-cost and homogenous items at high volumes. While it’s more miss than hit, mass marketing was well suited to mass media markets, such as television, which had the majority of the population engaging with it on a regular basis.

Mass marketing began in the 1920’s, with the advent of radio. The popularity of this form of media made it ripe for advertisers to market products in a way that wasn’t possible before. As attitudes shifted over the decades, mass marketing’s influence rose and fell until the 1980’s and 1990’s, when it reached its peak.

History of mass marketing timeline:

• 1920’s – Begins with the advent of radio
• 1930’s – The great depression reduces its influence
• 1940’s and 1950’s – With income rising, its effectiveness becomes relevant again through the “Mad men” era
• 1960’s and 1970’s – A rise in anti-Capitalism sees its influence wane again
• 1980’s and 1990’s – The peak years of mass marketing during the economic boom

The history of one-to-one marketing is essentially a history of the Internet. When the first HTML dialogue occurred on Christmas Day, 1990, it set in motion the beginnings of personalization. Also in 1993, Webtrends was founded, which was essentially the first commercial web analytics program. Unfortunately, only those well-versed with the technology had any idea of how to read the data, so its effects were minimal.

Things carried on at pace, however, and log file analysis made it possible for non-tech people, most importantly marketers, to make use of the data. This was soon followed by hit counters and Javascript tagging, which became important as the Internet began to use more imagery. With few people using the Internet, however, the advances made during this time were not to be truly helpful for a few years to come.

It wasn’t until 2004 that the type of web analytics we know today began to appear and by 2005 Google had released Google Analytics. This allowed website owners to dig further into the data than had been previously possible, with concise visuals that allowed for easy reading of in-depth information. It’s at this point that personalization becomes more tangible, with conversion rate optimization becoming a particular focus.

Machine learning personalization, such as recommendation engines, soon began to be useful in a way that was not possible before, as algorithms began to exponentiate their capabilities, with Amazon and Netflix leading the way. From Email campaigns to accurate predictions of preferences, the practices of personalization became ubiquitous by 2008.

Mouse tracking and eye tracking also added profound data that improves visitor experience and thus increases interaction. With a deeper understanding of customer habits, personalization is beginning to become more accurate, focused, and effective.

With the advent of multiple devices using the Internet, Google released Universal Tracker in 2012. With more profound data at its fingertips, demographics, behavior, and lifestyle began to be segmented more accurately, further categorizing customers for more predictable results. App personalization becomes more and more important as phone use begins to outstrip laptops/desktops for online use. Machine learning on mobile soon improves.

Soon after, personalization magnifies the effectiveness of CRM (Customer Relation Management), which focuses on user experience and customer retention. This only becomes possible as big data is collected at ever higher rates, allowing companies to truly understand their customer’s needs.

With the use of A/B testing, the future of personalization is now highly managed from beginning to end. No longer is trial and error at the forefront of designers of websites or marketing campaigns. Behavior on site is monitored to a level thought unimaginable just a few years ago and personalization is becoming truly individualized. User experience is now at the heart of personalization, and with the likelihood of more powerful algorithms and customer understanding to come, personalization seems to be very much in its infancy.

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How to start your personalization strategy

Website personalization shouldn’t be a complicated undertaking. In fact, it is becoming easier, and therefore more widespread, every day. With several tools at a business’s disposal, there are many ways to go about creating personalization that works for each business. In other words, personalization should be personal for each business using it.

The first place to begin is getting to know an audience. Too many start with the concept that the product is key and then try to persuade an audience that they are right. This is similar to a waiter insisting that the customer has made the wrong order when they chose the duck and bringing them beef instead. As should be clear now, customer experience has become one of the most important aspects of personalization, and that cannot be achieved without getting to know exactly what it is your customer expects from the interaction with your website.

Want more on personalization? Read our E-book: Your Guide to Personalization

What’s Better: Personalization or Customization?

You want your customers to feel unique and have a positive experience with your brand. For you, this could mean implementing personalization tactics or dabbling into the world of product customization. Bettering your customers’ experience could mean focusing on customization, personalization, or a mixture of both. If you design your roadmap with your customers in mind, you’ll find customer loyalty and satisfaction along the way.

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We’re in an era of banner blindness.

People increasingly ignore irrelevant ads while being more receptive to tailored online experiences that speak to their needs and wants. To keep a competitive edge, marketers need to focus on crafting personalized content and user experiences to increase their ad engagement and boost revenue.

Welcome to the world of behavioral targeting.

Let’s talk about how behavioral targeting is done, what data it involves, six examples of brands that are killing it with behavioral targeting, and some best practices to follow.

What is behavioral targeting?

Behavioral targeting is a marketing technique that segments audiences based on behaviors rather than just demographic parameters.

Simply put, website owners can use the data collected from user behavior to create profiles and hyper-target future advertising for specific groups of customers. Behavioral targeting allows brands and marketers to engage customers and rise above more traditional strategies.

Modern marketers use behavioral targeting to achieve greater engagement in an era where more and more online shoppers have developed strong avoidance habits toward most ad formats.

What data do you need for behavioral targeting in marketing and advertisement?

Behavioral targeting campaigns are data-driven. Behavioral data is often collected with:

• Your company’s web analytics tools
• Collected cookies
• Customers’ browsing history
• Collected IP addresses

The most common metrics collected for behavioral targeting are:

• Geographic location
• Type of devices used
• Visit data
• Transactional data
• Purchase history
• Browsing history

Basically, marketers use any type of data—provided that it delivers actionable insights—that can be used to increase engagement and conversions during a campaign.

The benefits of behavioral marketing and behavioral advertising

• Relevancy: By analyzing a customer’s past behavior, you can create more relevant ads to give users a better (and less spammy) experience.
• Efficiency: Targeting users who’ve shown an interest in your products/services ensures you spend your budget more efficiently. 
• Improved ROI: Increasing the relevancy and efficiency of ads will, in turn, lead to a better ROI. 

Behavioral targeting examples

Retargeting ads examples

You can use retargeting advertisements to show advertisements to your website users that are tailored to their actions on your website. Both Facebook and Google offer retargeting adverts. Retargeting adverts are an excellent way to encourage a website visitor to return to your website by showing the relevant ad based on their past behavior. Here’s how a couple of large brands use retargeting adverts to increase sales:

• Neutrogena

Neutrogena, a well-known beauty brand, used customers’ past shopping cart behavior to increase sales. Knowing that 75% of its customers were purchasing products from one segment of its range, Neutrogena decided to take action to increase the number of products purchased by existing customers.

The company used historic shopping cart data to create product pairings: products that went well together and also reflected historic customer buying patterns — think mascara and eye makeup remover, for example.

Armed with customers’ purchase behaviors, Neutrogena created banner advertisements and videos displaying product pairing, product information, and – last but not least – coupons to encourage sales.

Finally, these product pairing adverts were displayed to customers based on their past purchasing patterns. The results speak for themselves. Neutrogena got a £5.84 return on behavioral advertising spend (ROAS) and exceeded its own benchmark by 289%.

• Aurum Brothers

This luxury male watch brand used its users’ website behaviors and Facebook retargeting advertisements to increase sales and brand awareness.

The campaign segmented the company’s existing website users into three groups: 

• People who had added an item to their baskets
• People who had viewed specific items
• People who had visited the website

As well as designing specific adverts for each group, Aurum Brothers tested different ad settings such as bid options and ad objectives.

Facebook retargeting based on customer behavior was highly successful for the company. They reported 100% increases month on month and an increase of 50% in revenue.

Behavioral Email Marketing

One example of behavioral marketing is behaviorally targeted email campaigns. Email campaigns can be triggered by actions taken on a website, such as subscribing to a newsletter, adding an item to the cart, or viewing the sales page.

Here’s an example of behavioral email marketing in real life:

• Closet London

A clever way to use behavioral targeting is to segment your customers based on their stage in the buying cycle, and then retarget them with email campaigns specific to their shopping journey.  

And that’s exactly what clothing brand Closet London did. 

The company split its customer base into four groups based on their past purchases and implemented email marketing workflows specific to each group. The groups were:

• one-time purchases
• repeat purchases
• loyal customers
• dormant customers

If a customer is categorized as a dormant customer, they will be sent an email about the latest collection. Then, if no conversion takes place within two weeks, the brand encourages the user to re-engage by emailing them a discount offer. 

But Closet London doesn’t stop there. The clever clothing brand also sends a variety of other email campaigns tailored to both new users (e.g. a welcome email campaign) and past customers (e.g. an email workflow based on the items they’ve purchased in the past).

If you’re concerned that too many emails may annoy your customers, don’t be. 

By segmenting customers based on their actions on your website, you ensure that you’re sending well-timed, relevant, and useful emails to the correct segmentation of your customers. Do it successfully and you might get results like Closet London — an increase in revenue of 2900%.

Location-Based Advertising

By using location-based advertising (LBA) you can adapt your marketing message based on where your target consumers are geographically. 

It even allows you to tailor your message based on the proximity to stores, the weather, transport routes, and so on. This means that you can create messages that make sense, given the location or the weather they are experiencing. 

Here are some examples of brands using location-based advertising to generate sales and build brand awareness:

• Timberland

Timberland wanted to drive a younger demographic of customers to visit its physical stores and stockists. 

Timberland used a combination of data, including whether a user had recently visited a brick-and-mortar store and how close they were to a store at the time.

The brand used technology to draw polygons around Timberland stores to target people in the “mindset to purchase footwear.” 

The campaign results showed an increase in-store visits by 6.2%, with, notably, 20% of these visits within 24 hours of the user viewing the advertising campaign. 

• Neutrogena (again)

We’ve already discussed how Neutrogena used customers’ past shopping cart behaviors to increase its sales, so we know that the beauty brand is no stranger to behavioral targeting. 

However, its next strategy – to advertise a new sunscreen – was rather ingenious. 

Not happy to only target customers based on weather forecast apps, Neutrogena used real-time UV conditions, the time of day, and the proximity to shops selling Neutrogena to target potential customers. 

Imagine browsing your phone on an unexpectedly hot summer’s day. You flick through Facebook and see a Neutrogena advert. You head to your nearest store and, surprise, surprise, it sells Neutrogena.

Which sunscreen will you purchase? I’m going to bet it’s Neutrogena. 

Again, the results are stellar. Within a couple of months, the campaign increased awareness of the sunscreen from zero to 63% and increased purchase intent to more than 40%. 

Suggested Selling Examples

Suggested selling is simply offering choices based on items that customers have already purchased. Suggested selling can come in the form of upselling or cross-selling, neither of which are new to the retail world. 

• Amazon

No article about suggested selling would be complete without discussing Amazon, arguably the Godfather of this technique. 

According to this source, more than a third of Amazon’s revenue comes from its recommendation engine. That’s massive, but how does it work? Well, in a handful of ways. 

Recommended for You

On Amazon’s home page, you can click on a “Your Recommendations” link. This directs you to a page full of products recommended just for you. By suggesting a selection of products from the categories you’ve already viewed, Amazon aims to encourage you to click and buy additional items. 

Frequently Bought Together

By adding a ‘frequently bought together’ section below your cart, Amazon successfully manages to increase your order value.

Browsing History

Amazon also shows you a history of the items you’ve purchased on Amazon. The fact that you’ve already viewed it signals that you’ve previously been interested in purchasing it, so it’s an easy way for Amazon to remind you of the product. 

• Sunuva 

Sunuva may be a less well-known brand on the list, but its use of behavioral targeting has generated excellent results. 

This UK-based kid’s clothing company wanted to increase sales, but with a small team, whatever the solution, it needed to be automated and easy to implement. 

One of the core elements to increase sales was to focus on and reduce cart abandonment rates. 

After a website redesign, Sunuva was able to use browsing behavior and real-time crowd-sourced data from other visitors.  

This enabled the company to present its website visitors with relevant product recommendations, as well as email campaigns with content tailored to the customer, instead of generic offers. 

Remarkably, the changes increased turnover by nearly 9% from the very first day. 

Why is behavioral targeting slowly replacing demographic targeting?

Demographic data is limited.

Age, location, and income are all great factors in helping marketers create targeted messages. However, demographic data is fairly restricted when it comes to understanding the needs, wants, habits, and pain points of your customers.

Demographic data won’t tell you much about your customers’ behavior. Using strictly demographic data is often a hit-or-miss game.

Using behavioral data, marketers can target their own visitors by knowing which pages they’ve visited and what they’ve left in their carts. It allows for extremely precise targeting that cannot be achieved using demographic data.

Getting customers’ attention is harder than ever.

With more and more people ignoring generic ad formats, marketers worry that traditional PPC advertising and display ads are losing momentum.

Demographic data is used by everyone

Most demographic data can be accessed by anyone, including your competitors.

To keep their edge, marketers should use their own customer’s data to create more personalized online experiences. That way, marketers can achieve greater ROAS and ROI while ensuring their customers are exposed to the right ads, at the right time.

The next step of behavioral marketing: emotional personalization

Emotions play a pivotal role in every step of the buying process. To truly connect with consumers, brands must decode not just their behaviors, but also the emotional motivations behind their decisions. Purchasing decisions are not always rational, and not everyone reacts in the same way.

With AB Tasty’s new hyper personalization software, EmotionsAI, you can craft tailored messages for each visitor type, analyze data to discern their desires, conduct experiments to refine messaging and design personalized journeys that cater to specific emotional triggers.

Stay ahead of the curve in experience optimization with EmotionsAI – the ultimate tool for mastering emotional personalization. Dive into emotional personalization with sophisticated algorithms to anticipate buying patterns and tailor experiences accordingly.

5 Behavioral targeting marketing and advertisement tactics

1. Leverage upselling & cross-selling

Knowing what your customers love and how they interact with your business is a massively powerful tool to suggest additional products to them.

Take Spotify. They track the music we listen to and the frequency at which we do it, and then craft personal ads based on our preferences to sell concert tickets and bring us back to their app. Behavioral marketing is that powerful.

If your company has any e-commerce activities, then you’re likely already familiar with cross-selling and suggested products: techniques that are also powered by behavioral marketing.

As an example, Macy’s uses product recommendations to promote related products based on customers’ data, to increase basket value.

2. Use behavioral email marketing campaigns

According to FPS research insights, email marketing still delivers the highest conversion rates when it comes to selling products and services.

Knowing this, marketers can strengthen their email marketing campaigns by using behavioral targeting tactics.

Basically, behavioral email marketing consists of sending targeted emails to users based on their past actions on a website (cart abandonment, pages visited, newsletter subscription, etc.).

Take this example: Quora’s goal is for you to return to their website as much as possible.

By knowing which pages you’ve read in the past, Quora is able to send personalized emails highlighting similar topics to pique your interest and draw you back to their site.

This is behavioral targeting on an individual scale.

3. Leverage Facebook, Google, and other retargeting services

Retargeting and remarketing are common tactics used to target potential customers who’ve previously visited your website by showing them ads on other websites (like online publications, social networks, or even game sites).

There are several ad networks that support retargeting.

Among them, Facebook and Google are the most common options because they reach large audiences and provide accurate data and analysis on the generated sales. They also boast a lot of integrations with third-party data analysis tools.

Nowadays, the number of factors that can be tracked is impressive:

• Which pages have been visited?
• How long were the sessions?
• Which products were bought?
• What was the average order value?
• How many products were purchased?
• How long has it been since a visitor’s last session?
• Which customers have added a product to the cart and then abandoned it?

Once marketers have gathered enough behavioral data, they can proceed to create user segments based on behavioral traits and show them highly relevant ads.

Here’s an example of retargeting:

Let’s say your e-commerce generates high cart abandonment rates.

You can create a user segment based on people who have abandoned a specific product (say, your best seller) in their cart and create an ad that will target these users. To increase its efficiency, you can create a sense of urgency by offering them a discount provided that they buy the item now.

If you successfully target the right people, your ad’s audience is now exclusively composed of potential customers who already know your product, thus generating much higher conversion rates.

Although we’ve talked a lot about Facebook and Google’s retargeting features, do not forget that other advertising platforms (like Outbrain or Criteo) can also provide remarketing services.

Your retargeted ads can appear on many websites, including major online publications such as Forbes or WSJ, depending on your audience’s habits and digital media consumption.

4. Go granular with precise geographic targeting

Whether you’re selling products or services, knowing the precise geolocation of your visitors (thanks to their IP addresses) can make a huge difference in your campaign’s success.

Let’s pretend that you run a clothing company that sells year-round fashion. Using your data analytics tool, you could create user segments based on their geolocation to advertise clothes that are relevant to them, given their current browsing location.

Geo-targeted ads can also be served at a city level, meaning that marketers can tailor ads to reach a restricted but qualified audience. This can be especially useful for companies that rely on their respective offices to carry out their business activities.

Using geo-targeted advertising, marketers are able to create specific, tailored audiences that leverage both behavioral and demographic parameters to ensure their campaign’s success.

5. Experiment with personalized coupons, offers, and discounts

Website personalization consists of crafting customized experiences based on consumers’ wants, needs, and past actions as opposed to offering a single, generic experience to all consumers regardless of their preferences.

Retail and tech giants like Amazon have long started to implement some level of website personalization (like wishlists and recommended products). Displaying different content based on a visitor’s personal preferences has become an essential marketing technique.

People don’t hate ads, they hate irrelevant ads.

Knowing this, marketers can create segment-based ads to increase relevancy and boost engagement.

This targeted pop-up ad has an offer enclosed to deter users from leaving the site. By using an all-in-one CRO solution (like AB Tasty) you can implement customized content on any page you want and craft your own display rules based on your consumers’ data.

How to create a personalized experience

Our team at AB Tasty knows how much of an impact customized experiences can make on our clients’ online revenue. So, we implemented a loyalty overlay pop-up for one of our French fashion retailers. This overlay pop-up would only appear for loyal customers and reward them with a limited discount.

Our goal was to increase customer retention while maximizing revenue from returning customers, boosting brand loyalty in the very competitive French fashion environment.

Getting Started with Behavioral Marketing

Behavioral marketing is a powerful way to carry out your marketing strategy. It uses the behaviors of your website visitors and customers to create highly relevant content that encourages them to make a purchase at your website or even in your online store.

This article has discussed some examples of brands successfully using behavioral marketing, but now it’s over to you to try it out for yourself.

Start by choosing one of the tactics shown in this article and see how it can make your advertising more relevant and successful.

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