Customer journey segmentation has often relied on consumer categorisation based on broad segments; age and location for example. While these categories provide some degree of usefulness, they do not take into account the nature of real users’ behaviour in digital contexts. Consider two people of a similar age, they could shop differently, shop on different platforms, and engage differently based on their experiences and also the nature and type of communication they engaged with while on the shopping journey.
While interacting with businesses across sites, apps and messages, consumers leave a meaningful trail of interactions. For instance, when a shopper clicks on a product, views a category, or abandons their cart. These actions, unlike views, clicks or purchases, are representative of real-time insight into what a consumer is wanting, needing or thinking about doing next. This is what the concept of CDP segment aims to cover.
Behavioral segmentation, or CDP segment, focuses on the actions users take to enable customer journeys to be arranged around, not random, user behavior. When appropriate behavioural segmentation is applied e.g., sending a push notification with a reminder, businesses have an opportunity to better communicate with those shoppers, at the right time, in the right channel, and with the right message.
What Is Behavioural Segmentation?
Behavioural segmentation is when users are categorised based on their actions as opposed to who they are. Instead of figuring out who someone is, it focuses on what they have done to date. Did they visit a specific product page? Did they abandon the cart? Have they been inactive for a while?
Each of these actions indicates something about where that customer is in their journey. For example, someone who just signed up is likely in a discovery phase, while someone who has completed a transaction may simply need to receive follow-up content or service. Behavioural segmentation allows a company to act in-the-moment, providing specific content tailored for that customer.
Behaving segmenting is more opportunistic and timelier than managing static lists. Lists only depict who the customer is, not where they are while using the product and service. The outcome is messages that feel relevant and less inconveniencing.
The Role of Event Tracking
To make behavioural segmentation work, actions must be observed and recorded. These actions, often called “events”, can range from basic activities like page visits to more complex ones like starting a checkout process or completing a payment.
Every time a user performs a relevant action, a record of it can be created. These records often include timestamps and additional context, like which product was viewed or which button was clicked. When collected consistently, this information builds a detailed behavioural history for each user.
Tracking user behaviour in this way creates a foundation for smart decision-making. Instead of guessing when to reach out or what to say, businesses can respond based on what the user has already done.
Creating Meaningful Segments
Once actions are tracked, users can be grouped into meaningful segments based on those actions. These segments aren’t static; they change as the user’s behaviour evolves.
For example, one segment might include users who signed up in the past week but haven’t taken any other action. Another might consist of people who added items to a cart but didn’t complete the purchase. A third might include customers who made a purchase and haven’t returned in a month.
The flexibility of behavioural segments allows journeys to be highly personalised. Users move between segments automatically as their behaviour changes. This way, they receive only the communication that’s relevant to them at that time.
Designing the Customer Journey
A customer journey is a series of steps a person goes through, from their first interaction to a deeper level of engagement or purchase. With behavioural segmentation, this journey becomes smarter, because it’s shaped by the user’s own actions.
For example, if someone visits a service page but doesn’t take action, a follow-up message might be scheduled a few hours later. If they return and engage further, the next step in the journey can change automatically. If they ignore all prompts, the system may stop further messages altogether.
These journeys often include wait periods, branching paths, and condition-based responses. Timing plays a key role, sending a message too early or too often can annoy users, while sending it too late may lose their attention. When the journey reacts to behaviour in real time, the experience becomes smoother and more helpful.
Choosing the Right Channels
Not every message needs to be sent the same way. Some messages are better suited to email, while others may be more effective as a text or notification. Behavioural segmentation helps guide this decision based on what the user has responded to in the past or how urgent the message is.
For instance, reminders and confirmations might be delivered as quick text updates. More detailed guidance or onboarding steps may work better in email. Visual updates, like promotions or tips, could be shared through richer channels.
When the communication method aligns with the message and the customer’s context, the interaction feels more natural and increases the chances of engagement.
Timing and Relevance
Behavioural journeys also require thoughtful timing. Sending a message immediately after an action might work in some cases, but in others, a short delay can be more effective. Wait times give the user a moment to act on their own before a prompt appears.
Journeys often include logic that says, “If the user hasn’t responded within X hours, send a reminder.” Or, “If the user takes action before that, stop the next step.” These decisions help maintain relevance and avoid over-communication.
By using behaviour to decide when and how often to reach out, businesses can reduce the risk of message fatigue and increase the value of each interaction.
Measuring and Improving Journeys
The success of any behavioural journey depends on how well it performs. That’s why measuring outcomes is a key part of the process. Tracking things like message opens, click-through rates, and follow-up actions helps identify what’s working and what needs improvement.
If users are dropping off at a certain point in the journey, it may be a sign that the timing is off or the message isn’t clear. If a particular segment isn’t responding at all, it might need to be redefined. Regular review of performance data ensures that the journey remains effective and aligned with user behaviour.
Refinement is an ongoing process. As new patterns emerge, segments can be updated, messages can be revised, and timing can be adjusted—all with the goal of keeping the journey meaningful and engaging.
Common Pitfalls to Avoid
While behavioural segmentation offers many benefits, it should be approached carefully. Over-segmenting users can make campaigns complex and hard to manage. Sending too many messages, even if they’re behaviour-based, can overwhelm users. Ignoring recent behaviour can lead to communication that feels outdated or irrelevant.
To avoid these issues, it’s important to keep segments focussed, journeys simple, and updates regular. The goal is always to support the user’s experience, not interrupt it.
Conclusion
Behavioural segmentation is a powerful way to build smarter customer journeys. By observing what users actually do and responding accordingly, businesses can create communication that feels personal, timely, and relevant. This helps reduce friction, improve engagement, and guide users along a path that fits their unique interests and needs.
Unlike fixed journeys or static targeting, behaviour-based journeys adapt in real time. They reflect where the customer is right now and help them take the next logical step. In a digital world full of noise, that kind of relevance stands out, and earns lasting attention.
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