Customer Behavior Analysis
INTRODUCTION
Customer behavior refers to how an individual buys, what is their frequency of shopping, and what factors influence their buying decision. Customer behavior is influenced by the following three factors:
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Personality Traits
Customer behavior is decided by their personality. An extrovert or jovial or outgoing personality may like to try more products in your store compared to the introvert or quiet personalities. To better understand the customer behaviour, you need to understand where your target audience lies in this category.
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Social trends
Social trends are external factors which are influenced by cultural fads or peer recommendations. Some trends are just a fad and will pass on quickly, while others are more permanent and may bring a lasting change in consumer behavior. For example: after covid, wearing a mask has brought a permanent change in the customer behavior.
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Psychological Responses
It means how a customer responds based on a situation. A customer will respond based on their perception and understanding of the situation, which may vary from day to day. Understanding the psychological responses of customers is important as you can diffuse difficult business situations, such as shipping delays, to prevent customer churn.
Customer Behavior Analysis
Customer behavior analysis is the observation of the interaction of the customer with your company. It gives an insight into what are the various motives or decision methodology a customer goes through during the journey of purchasing your product.
“Knowing Your Customer” is very important for any ecommerce business and you can use customer behavior analysis to understand how to serve customers more efficiently.
There are 3 types of Behavioral Analysis in ecommerce:
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Purchasing behavior analysis
Purchase behavior is the most accurate indicator of consumer behavior. It includes understanding the buying patterns of customers, for example, seasonal purchases, or how shoppers respond to discounting or special offers.
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Browsing behavior analysis
Online browsing behavior of a consumer can be used to track how the shopper discovered your store, which products they browsed, etc...
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Email behavior analysis
Email behavior is used to analyze how consumers respond to your different email marketing strategies; such as what types of emails prompted shoppers to buy your products or how many emails were opened.
Benefits of Customer Behavior Analysis
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Improved Content Personalization
41% of customers switched companies last year due to poor personalization. Content Personalization is very important to shoppers as it can improve brand recommendations.
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Increased Customer Value
Using customer behavior analysis, your business can attract brand-loyal customers before your competitors do.
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Increased Customer Retention
Using customer behavior analysis can help your team reduce customer churn, for example, by identifying loyal customers and giving them some special recognition.
Conclusion
Studying your customers patterns can lead to a better understanding of who your customers are and what they value. It’s using a methodological approach to building lasting relationships. It’ll help you figure out who best to spend your money marketing to and how best to keep them as loyal customers.
Read our other articles in our Series on Customer Behavior Analysis & Segmentation:
- Part 2: How to Conduct a Customer Behavior Analysis
- Part 3: Customer Behavior Segmentation
- Customer Behavior Analysis & Segmentation - Full Article
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