Taking a Hint from Facebook’s Open Graph Action Spec Targeting: How Your Business Can Benefit From Behavioral Data

February 7, 2012 at 1:03 pm | Posted in Uncategorized | 1 Comment
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The use of behavioral data to inform web marketing decisions isn’t a new concept, but there’s no doubt it’s gaining traction. You only have to look so far as Facebook’s new revenue growth strategy for proof that big businesses are starting to pay even more attention to web user’s online activities in hopes that providing more relevant content and advertisements will  increase conversions. But are multi-billion dollar businesses the only ones who can harness the power of behavioral data to cash in? Not hardly. Here’s how data-driven content optimization can help your small or medium-size business utilize these same strategies to provide your visitors with an enhanced web experience while boosting your bottom line:

  • Use your analytics.

Sure, you use analytics to drive traffic to your site and make changes to your existing content and design, but are you using this data to your full advantage? If you’re not looking at your analytics with a keen eye towards market segmentation, then you’re missing out on a large portion of the overall equation. Ask yourself: does my website content favor one portion of my target market over the other? Is there a segment of my target audience that’s left out in the cold? If the answer is yes, then you could benefit from a content optimization service that treats all of your visitors with a customized experience.

  • Don’t ask for data you already have.

Think about it—if Facebook used a pop-up window to ask users about their recent app activities, how many people would actually take the time to fill it out? Not many. But, fortunately for the social media platform, they don’t have to ask because they already have this information at their fingertips; they’ve simply figured out a way to use it to their advantage. Your business can do the same. Access to your visitor’s IP address grants you loads of information about their online activities, and like Facebook, you can use this information to increase conversions by presenting content to your visitors that they genuinely find interesting and relevant to their needs. Your ROI goes up, and the user has a better experience on your site. It’s a win-win.

  • Present relevant ads to your visitors.

To copy-cat Facebook even further, consider optimizing your ad presentation. If you host ads for affiliate sites, don’t present them randomly to your entire target market; instead, choose an advanced web marketing tool that will carefully select which ads are most relevant to which visitors and present them to the appropriate audience instantly.

If you like what you’ve read so far, but don’t know where to start, check out how our content optimization solution works and how it can increase your relevancy and bottom line.

Efi Rodik
Co-Founder & CEO
Relevantor LLC

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  1. […] choosing your form fields, if you were able to present different forms to different users based on behavioral data and other factors, then you could still collect the information you need or want while keeping the […]

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