Marketing to your online customers can be daunting if you don’t have the right strategy. Fortunately, there is an effective way to reach potential shoppers and build valuable relationships with returning customers: eCommerce customer segmentation.
Segmenting your eCommerce customers allows for more accurate targeting of promotional campaigns and content which results in higher customer satisfaction and ultimately boosts sales. Learn how segmentation techniques can help improve your marketing efforts by focusing on what works best for each customer type!
Why is eCommerce customer segmentation critical?
Customer segmentation, or grouping customers based on common characteristics, enables eCommerce businesses to provide relevant, timely promotions to their users.
Our buying behaviors are heavily influenced by our age, gender, geography, surfing history, hobbies, and even the gadgets we use. They have an impact on what we purchase, why we buy, and how frequently we spend money.
Customer segmentation, when combined with behavioral data, enables online retailers to create tailored experiences that replicate a customer’s favorite neighborhood shop.
Furthermore, eCommerce customer segmentation informs marketing across all platforms, including emails, advertising, product suggestions, landing sites, product pages, and push alerts.
Customer segmentation types for eCommerce
Demographic
This is one of the fundamental methods of eCommerce customer segmentation. It makes sense since marketing to a new mom who sells SaaS products for a job is not the same as marketing to a 40-something bachelor with many passive income streams.
Geographic
The location of a consumer has a significant impact on their buying habits. It determines the temperatures people experience, the objects that have cultural meaning, the currencies they use, and the festivals they observe.
Aside from a user’s nation, state, area, and city, eCommerce organizations can divide consumers into several categories depending on the criteria, like language, cultural preferences, ect.
Psychographic
Are you a baseball lover or do you live for the major leagues of football? Do you volunteer at a shelter for animals or are you more concerned about your carbon footprint? Do you prefer watching Netflix or snuggling up in a corner with a book? Your tastes, no matter what they are, are a component of your psychographic makeup.
Psychographic eCommerce customer segmentation goes further into a person’s preferences and dislikes by examining lifestyle choices, interests, social awareness, and beliefs.
On-site behaviour
Online behavioral segmentation removes the guesswork from forecasting what customers desire and are likely to buy. Each click provides a world of consumer data to marketers using detailed behavioral monitoring.
Marketers may segment clients based on various behaviors on their website, such as sign up, cart abandonment, and sales.
Customer journey
As your website increases in popularity, you will draw customers with varying intentions. There will be consumers who spend a lot of money on a monthly basis, as well as others that leave your website immediately after signing up.
Customers at various levels of their study of your website and items will require a different sort of nudge.
In Conclusion,
By targeting your eCommerce marketing to specific customer segments, you can more effectively use your limited resources to create a higher ROI. If you’re not sure where to start or how to move forward, contact us. We’d be happy to chat with you about how we can help with eCommerce customer segmentation and develop targeted messaging that resonates.
