If you’re obsessed with growth, you know how important it is to have a super elaborate growth strategy. You and informationrmation are BFFs, right? Great, but you besides need to understand the context that surrounds that informationrmation.
I know that sounds a little dense, but bear with me. What I mean is that informationrmation alone isn’t enough. Yes, in informationrmation we trust. Sure, tons of prosody are all well and good, but if you can’t leverage that informationrmation, there’s no point to it. Think about it. Who makes the growth happen? You mightiness think it’s you, but in the end, it’s actually your audience.
How your users respond to your tacticss will decide how boffo your growth strategy is. So take a step back and look at your audience. Do you really understand them? Be honest with yourself. Most growth hackers think they understand their client base, but they only know raw informationrmation. Knowing demographics doesn’t mean you understand your audience.
This is where I drop my bomb of a topic. behavioural analytics, folks.
Understanding and applying behavioural analytics can be improbably useful for growth strategies. In fact, it could be the energy and edge that your brand has been missing.
Want microorganism growth? Say hullo to behavioural analytics. These analytics give you a look into the minds of your users so you can put yourself in their place. You’ll be able to build targeted campaigns that better suit your audience, create messages that reach the right users at the right time, and attract entirely new user bases.
I realize that “behavioural analytics” doesn’t sound all that sexy, but you’re going to discover just how powerful it is. Let’s take a look at some fundamental conceptions of behavioural analytics that you perfectly need to know and then explore some unjust strategies you can use.
If you’ve been sleeping on behavioural analytics, it’s not too late. Read this article. Do what it says, and your brand will grow.
What Psychographics Are (and how you get them)
When it comes to behavioural analytics, psychographics are vital.
Psychographics provide a foundational understanding of why your clients behave the way they do.
Demographics are the who. Psychographics are the why.
Each psychographic is a informationrmation point that tells you thing about your users’ behavior.
Here’s a more comprehensive list of psychographics:
These go way above and on the far side demographics to give you a fuller picture of your audience.
Psychographics clue you in to your users’ behaviors. For example, if you know that most of your audience is composed of parents of 5-11 year olds, you’ll understand why those kid-sized T-shirts are flying off the shelves.
Although you can’t get any super specific informationrmation like number of clicks, you still need psychographics to get a general idea of how your audience Acts of the Apostles and why they do what they do.
Psychographics will often reveal what’s important to your users.
Do you understand now why psychographics are so important? They help you see your clients as people and not just informationrmation from your analytics software program.
Speaking of analytics software program, you can find some basic psychographic informationrmation in GA by heading over to Audience > Interests > Overview.
You’ll see three categories: Affinity Category, In-Market Segment, and Other Category.
The Affinity Category shows you different life style categories. Google compares these groups to TV audiences.
This category points to specific interests that your users have. Even if you just look at this section of GA, you can get a pretty good understanding of what your audience likes.
The In-Market Segment shows you what types of products your users have shown interest in.
Basically, your clients are looking to buy products or employment inside these categories.
The Other Category offers a narrower view of your audience.
If you want to go even deeper, Google has a handy guide on exploitation this psychographic information in conjunction with other analytics.
There are galore other shipway to grab psychographics, from surveys to focus groups. Use as galore of these methods as you want. Too much psychographic informationrmation is ne'er a bad thing.
Still, psychographics are just that––informationrmation. You need to use them in a creative way.
With that in mind, let’s look at some growth techniques that depend on psychographics and other behavioural informationrmation.
Data-Driven client Personas
Creating an imaginary friend mightiness sound a little infantile to you, but that’s basically what you need to do with psychographics.
Right, I know, it’s not exactly an “imaginary friend.”
I’m talking about creating a fictional person who is a representative of your audience base and not just some creature you made up. These representatives are otherwise best-known as client personas.
You’re probably familiar with the idea of the client persona, but if you’re not, don’t worry. Here’s a brief rundown.
A client persona (besides called user or purchaser persona) takes aggregate informationrmation and uses it to create a fake person. This person is your average client.
His or her demographic and psychographic informationrmation is representative or your audience (or a segment of your audience).
Here’s what an example client persona mightiness look like:
As you can see, you can get really elaborate with personas. The more elaborate they are, the better you’ll understand your users.
By definition, a client persona is chock full of behavioural analytics. They help you describe the persona in detail.
Once you have all of your behavioural analytics together, you can take a couple of different approaches to creating a persona.
The approach you take will depend on what you want to accomplish with your personas.
Specifically, you can use certain analytics based on the results you’re after. Let’s look at some examples of this idea in action.
Let’s say you want to design your CRM software program to attract more leads. In terms of analytics, you’d want to look for business-related psychographics.
These mightiness include the user’s role at work, how much time they spend at their job, or even the search terms they use to get to your site.
So an example persona for that would look like this one (the one on the right side):
This persona is great for SaaS because it uses analytics that relate to work. There’s little personal informationrmation here, but there’s enough to give you an idea of who the persona is.
But that type of persona isn’t ideal for every sort of situation.
Another example: Say you’re the head of growth at an ecommerce apparel startup.
You’d be more concerned with personal behavioural analytics and not so galore work-related informationrmation. So a persona for you mightiness look thing like this:
The types of analytics you use should all depend on your goals and the kind of product or service you’re selling.
It doesn’t hurt to get as galore informationrmation points as possible, but you’ll want to refine them to zoom in on your average client.
Creating a persona doesn’t take much time, but it can change how you see growth. That aforesaid, you have to make sure your personas are as accurate as possible.
If you get the wrong analytics, well, your entire client journey mightiness just go down the drain.
But if you get it right, your clients will feel like you really know them.
This is a perfect example of how behavioural analytics can make all the difference in your growth strategy.
Remember, you’re not simply looking at a bunch of random numbers. This informationrmation has real uses that you can take advantage of starting today.
Let’s take a look at some other one of those advantages.
You’re segmenting your users…right?
Okay, possibly you’re not. That’s okay. But you wholly need to be.
Some marketers and growth hackers see their audience as one big mass, so every campaign gets sent out to everyone.
But not everyone has the same inevitably and wants. Your clients are all different.
So if you group people into similar segments, you can deliver more accurate, targeted messages and have better results.
That’s why segmentation is part of every good marketer’s (and growth hacker’s) playbook.
And––you guessed it––behavioural analytics can help you segment better.
The basic idea is to create segments exploitation one or more behavioural attributes.
If you group generally according to behavior, you’ll get an inside look into what different types of clients are looking for.
Just this basic behavioural segmentation not yet gives you a much better understanding of the different kinds of users you have.
All you need to do is a little behavioural research to get started with this. In GA, you can go to Behavior > Behavior Flow to see an summary of the average user path on your site.
While this isn’t improbably comprehensive, it can homework you for actual segmentation later on. Odds are the trends you see on Behavior Flow will reflect your audience as a whole.
This type of segmentation is flexible and can be used in a variety of shipway.
Take email marketing. You can see what emails people open, which people about ne'er open your emails, and possibly even how long a user spends reading your email.
You probably look at informationrmation like this all the time:
But have you considered that you can use this informationrmation to tap into your subscribers’ brains?
All of those are behavioural analytics in their own right, and they’re great for segmentation.
There’s a lot you can do with these analytics. You can send a special discount email to the loyal subscribers who regularly open your emails, or you can send more targeted emails to people who tend to open one type of email.
And your results are about bonded to improve.
The possibilities are endless.
And if you’re exploitation Kissprosody, you don’t have to worry about any of this because the behavior-based delivery feature does it for you.
Still in doubt? I know it sounds like a lot of work, but it really isn’t, and it can pay off big time.
MailChimp found that segmenting subscribers by interest made every metric soar:
If you’re willing to get even crazier with segmentation, get ready.
You can besides use behavioural analytics to group your clients by their place in the client journey.
This conception is a little more advanced than the techniques we’ve gone over, but it packs a serious punch.
The typical client journey is more or less like this:
By exploitation behavioural analytics, you can find out what stage of the client journey a user is going through.
Behavior Flow can often show this. If person has checked out tons of your product pages but hasn’t made it to the checkout, he or she is in the consideration stage.
Once you’ve found out where person is in the client journey, you can place him or her into an appropriate segment.
This approach is a growth hacker’s dream. Not only can you segment your clients, but you can besides get a better grip on the client lifecycle.
It’s amazing, isn’t it?
If you’re serious about converting and growth, you should strongly consider this advanced tactics. It’s one of the best shipway to hyper-focus your messages, and you’ll reach the right users at the right time.
Growth is all about people.
And by people, I mean your users.
A good growth strategy has to be centered around your clients. Otherwise, your strategy will fall flat on its face.
If you’re focused on sheer volume and ignore your clients in the process, you’re going to get obscurity fast.
Analyzing and leverage your users’ behavior is one way to enhance your current strategy.
If you understand your users’ behavior, you can more easily determine what kind of content they want and what kind of messages are best to send to them.
Like I aforesaid, it’s all about people. We want to be understood, and we want our inevitably to be taken care of.
As a growth nut, it’s your job to make sure that happens.
So if you need to step up your game, behavioural analytics can give you a fresh perspective and boost your results.
About the Author: Daniel Threlfall is an net enterpriser and content marketing strategian. As a writer and marketing strategian, Daniel has helped brands including Merck, Fiji Water, Little Tikes, and MGA amusement. Daniel is co-founding Your Success Rocket, a resource for net enterprisers. He and his married woman Keren have four children, and on occasion enjoy adventures in remote corners of the globe (kids included). You can follow Daniel on Twitter or see pictures of his adventures on Instagram.