trbo Insights – Aaron Mandel’s Favorite Feature

Favorite Feature

trbo offers a broad range of features, each with its own unique benefits. We’re always eager to hear which features our colleagues favor and why. In our previous “Favorite Features” segments, we discussed Gamification with Alejandro Guizar and the Advent Calendar Feature with Karyna Gornishevska. Today, we’re excited to highlight Aaron’s favorite feature: segmentation.

1. Favorite Customer Requests: Which Ones Do You Enjoy Most?

I find it most enjoyable when things get a bit more complex. I thrive when the task is challenging and pushes me outside my comfort zone, because that’s when I can continue to learn and improve.

2. Top trbo Features: Which Do You Prefer to Implement and Why?

What I like most is the ability to segment users both rule based and dynamically to deliver the most personalized and, therefore, the best possible online shopping experience. This approach aligns perfectly with the core concept of onsite personalization: Every customer is unique, and their online experience should reflect that.

3. Feature Spotlight: Can You Provide an Example and Explain in Detail?

User segmentation involves dividing website visitors into different groups to provide them with personalized content, offers, and experiences. Depending on the desired outcome, either rule based or dynamic segments may be more appropriate.

 

  • Rule based segments are created based on pre-defined characteristics and rules. For example, a rule based segment called “Existing Customers” can include users who meet certain criteria, such as logged-in users with a particular account status. Unlike dynamic segments, rule based segments don’t change over time; once a user is assigned to a segment, that assignment remains fixed.

 

  • Dynamic segments, on the other hand, are more flexible. These are also based on pre-defined rules but tend to be more complex. Dynamic segments assign users to groups temporarily, often based on the user journey, and can change as the user’s behavior evolves.

 

4. Optimal Timing: When is Implementation Most Effective in the User Journey?

The earlier we begin segmenting users, the more personalized we can make their experience. Ideally, segmentation should start at the beginning of the user journey – typically on the homepage, but it should also be applied throughout the entire journey. User segmentation should not only occur at individual touchpoints but also inform and optimize the user journey as a whole.

5. What Advice Would You Give an Online Retailer Looking to Implement This Feature?

Before creating and defining a new segment, it’s crucial to ask yourself: What do you want to achieve with this segment? The value of simply segmenting users is that it helps you gain insights into the buying behaviors of specific user groups. However, to truly improve performance, additional actions are required, such as personalized product recommendations based on user segments. In other words, user segmentation is the foundation for performance improvement, not the improvement itself.

6. What Are the Benefits and Opportunities for Online Retailers?

By segmenting users into distinct groups, online retailers can tailor campaigns and promotions to better resonate with each group, boosting their effectiveness. Personalizing the user experience in this way can significantly improve customer retention and brand loyalty.

7. Which Industries Are Most Likely to Benefit?

User segmentation is valuable across all industries, as it forms the basis for a personalized user journey. In fashion, for example, women’s clothing could be prominently featured on the homepage for female visitors. In the photography industry, it’s possible to show Canon-specific content to users who own Canon cameras, while displaying Nikon content to Nikon camera owners.

8. Is the Layer an All-Time Classic or Has Its Impact Been Underestimated?

User segmentation has certainly become a standard practice in e-commerce, making it an all-time classic. However, I believe its full potential is often underestimated. Many companies don’t realize the sheer power of segmentation. Even without taking any action based on the segmentation, it can provide valuable insights into a company’s customer base, helping to align strategy more effectively.

Picture of Aaron Mandel

Aaron Mandel

Client Success Manager

Would you like to get to know our trbo tool and its many applications? We’d be happy to show you how your webshop can benefit from our platform.

Schedule a free demo with us now!

Find even more insights about the trbo tool – in our favorite feature series:

Alejandro’s Favorite Feature: Gamification
Karyna’s Favorite Feature: Advent Calendar
Patrick’s Favorite Feature: Product Recommendations

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