How to Use Behavioural Segmentation: Types & Examples - Klaviyo
2026-03-10 20:54 Diff
https://www.klaviyo.com/uk/blog/behavioural-segmentation

Imagine walking into a coffee shop for the first time. The barista greets you with a warm smile, ready to suggest a popular drink or offer a sample of a delicious pastry. Their friendly approach makes you feel welcome and helps you feel more comfortable in a new environment.

Now imagine you’re a regular. The barista knows your name and your order—a caramel macchiato with an extra shot of espresso. They might ask if you’d like to try a new flavour or if you just want your usual. This personalised attention makes you feel recognised and appreciated, strengthening your connection to the coffee shop.

Just like that coffee shop, your ecommerce store is filled with diverse customers, each with unique behaviours and preferences. And with customer behaviour segmentation, you can act like the barista who knows how to tailor each interaction to your customers’ unique habits and needs.

What is customer behaviour segmentation?

Customer behaviour segmentation is the practice of analysing how customers interact with your brand and using that knowledge to group them into relevant categories. When you can group like minded audiences together and understand how they behave online, you can more easily send the right messages to the right people at the right time.

In ecommerce, where customers can interact with your store without ever speaking to a person, behavioural segmentation is critical for personalising each customer’s journey.

Types of behavioural segmentation for ecommerce brands

While there are many approaches to behavioural segmentation, these 5 types are especially important for ecommerce brands:

1. Website behaviour-based segmentation

Website behaviour-based segmentation groups people based on their interactions with your online store. By tracking people’s actions on your website, you can better understand what they’re interested in. For example, you might notice that a visitor:

  • Browses multiple product categories without making a purchase
  • Spends a lot of time on a specific product page
  • Frequently returns to the homepage or certain landing pages

These behaviours give clues about purchase intent. If someone spends time comparing products, they’re likely close to making a decision. But if they leave your website quickly, it could mean they need more content to keep them around.

Common segments revealed through this type of segmentation include:

  • Window shoppers who browse without purchasing
  • Engaged visitors who explore multiple pages on your site
  • Cart abandoners who might require reminders or incentives to complete their purchases

2. Purchase behaviour-based segmentation

Purchase behaviour-based segmentation groups people based on their buying habits, such as frequency, timing, and price sensitivity. For example, you might identify customers who:

  • Regularly purchase items at full price
  • Wait for sales or promotions before buying
  • Tend to buy in bulk or order the same items repeatedly

Understanding these behaviours can help you create segments based on distinct purchasing patterns, such as:

  • Loyal customers who consistently choose your brand
  • Deal seekers who are motivated by discounts
  • One-time buyers who might need more nurturing to return

3. Customer lifecycle-based segmentation

Customer lifecycle-based segmentation identifies where customers are in their journey with your brand, from initial discovery to the point of purchase. Customers might display behaviours such as:

  • Landing on your website for the first time through ads
  • Comparing products on your website
  • Making their first purchase after careful consideration

By recognising these stages, you can segment customers into groups such as:

  • New visitors who are just learning about your brand
  • Research-focused individuals who are comparing multiple options
  • First-time buyers ready to take the plunge

4. Interest-based segmentation

Interest-based segmentation involves categorising your audience based on the lifestyle factors that drive their engagement with your brand. Many customers are naturally drawn to brands that align with what they care about most. For instance, you might notice customers who:

  • Follow your brand on social media for updates related to their hobbies or values
  • Frequently read or posts that match their interests
  • Join community events, discussions, or brand initiatives that resonate with their passions

Identifying these interests can lead to various segments, such as:

  • Lifestyle-focused people who value alignment with their passions
  • Functionality-oriented customers who prioritise practical benefits
  • Trendsetters on the lookout for the latest products or innovations in your industry

5. Customer satisfaction-based segmentation

Customer satisfaction-based segmentation focuses on how happy or dissatisfied your customers are with their experiences with your brand. You can gauge people’s satisfaction based on actions they take, such as:

Identifying these behaviours can help you group customers into segments like:

  • Brand advocates who love sharing their positive experiences and often act as ambassadors for your brand
  • Neutral customers who are satisfied but may need a little extra engagement to feel a stronger connection
  • Dissatisfied customers who might be at risk of churning

How to engage with customers based on their behaviour

Behavioural segmentation can help brands meet people on their terms, when they’ve taken an action with your brand. Here’s how you can strategically connect with different customer segments based on their behaviour:

1. Website behaviour: tailor responses to visitors’ actions

When a customer spends time on your website, their actions reveal what they find interesting, what they’re unsure about, and what might be holding them back from buying. By recognising these patterns, you can deliver precisely what they need to move forward.

Here’s how to effectively engage the most common types of visitors:

Window shoppers

Browsing without purchasing is common, and these shoppers might just need a nudge. Capture their attention with targeted sign-up forms that appear based on their browsing behaviour. For example, if someone is lingering on a product page or category, a form could invite them to sign up for updates on similar products or exclusive deals. Once they’ve signed up, a welcome series can further introduce them to your brand and highlight the benefits of the products they showed interest in.

Engaged visitors

If someone is checking out multiple pages or product categories on your website, they’re likely interested but may be indecisive. Help them make a decision with a browse abandonment email that either educates them about the products they were browsing or suggests complementary items.

Cart abandoners

When customers leave items in their cart, it’s often a sign of hesitation for a variety of reasons. You can engage them by setting up automated cart abandonment flows with incentives like discounts or free shipping.

Fitness brand Gain The Edge targets engaged visitors who previously browsed the site with a personalised follow-up email designed to drive action. The brand compliments the customer’s “great taste” and reminds them they were viewing gear to help them “perform at their best.”

With motivating phrases like “better performance is just a click away” and cleverly placed CTAs, this email creates urgency and makes it easy for customers to return to the website.

2. Purchase behaviour: encourage repeat purchases and brand loyalty

When you understand customer purchase patterns, you can start to create separate experiences that match how people typically buy. By leaning into how people already behave, you’re automatically creating a familiar experience that can come off as friendly and inviting.

Here’s how to engage different types of buyers:

One-time buyers

Customers who have made only one purchase may need reassurance or a reminder to return. Encourage a second purchase by sending a thank-you message with a discount on their next order. Include product recommendations based on their last purchase.

Deal seekers

Price-sensitive customers are always looking for good value, so keep them interested with regular updates about sales or exclusive promotions. Send them a well-timed email announcing a limited-time discount, an upcoming sale, or a “back in stock” flow.

Take inspiration from NON, a brand specialising in non-alcoholic beverages. They engage loyal customers with a personalised email inviting them to an exclusive pre-sale for their new product. The email emphasises that recipients are valued members of the NON family and offers them early access to a limited release.

By highlighting the product’s unique qualities and its limited availability, the email creates a sense of urgency. With clear details about the pre-sale opening time, this straightforward email encourages loyal customers to act quickly.

3. Customer lifecycle stage: meet customers where they are

Depending on where they are in their customer lifecycle, people interact with your brand in different ways. Some are just getting to know you, others are comparing their options, and some are ready to make a decision.

Whether they’re new to your brand, actively researching, or ready to make a purchase, here’s how you can engage them:

New visitors (awareness stage)

When someone discovers your brand, a welcome email series can help you make a lasting first impression. You can use this series to introduce your brand, share your story, and educate people about what sets your products apart. This approach can help build trust and interest, encouraging people to engage further and potentially become customers.

Research-focused prospects (consideration stage)

When people are comparing options, simplify their decision-making process with messaging that includes clear, informative descriptions and highlights the benefits and features of your products. Use high-quality images that showcase your items from different angles and emphasise key details. Consider incorporating customer reviews, FAQs, or live chat support to provide people with real-time answers.

First-time buyers (conversion stage)

Once someone makes a purchase, use transactional emails to keep them informed and engaged. Start with an order confirmation email that recaps their order details, payment information, and expected delivery date. As their order ships, send a follow-up email with a tracking link so they can check the status when they need to. When their order arrives, a friendly follow-up email asking how they’re enjoying their new product can help generate customer reviews and encourage repeat business.

Underwear and sleepwear brand Harper Wilde engages subscribers who are likely in the consideration stage. With an enticing discount for first-time buyers, the brand offers a helpful fit quiz, guiding customers to find their perfect size without the hassle of measuring.

4. Interest: show you understand customers’ motivations

Interest-based segmentation appeals to people’s motivations. Engaging these customers in the right way shows you understand them on a deeper level and can cater to their unique preferences.

Here’s how you might engage different customer segments based on their interests:

Lifestyle-focused individuals

Customers who connect with your brand values want to feel like they’re part of a community. Share stories or initiatives that align with their lifestyle, like eco-friendly practices or community impact efforts.

Functionality-oriented customers

Practical-minded customers prioritise solutions, so make their decision easier by showcasing how your products meet specific needs. Send emails or post social media content that demonstrate the practical benefits and unique features of your products.

Trendsetters

Early adopters crave the latest innovations, and showing them what’s new or exclusive helps them feel like insiders. Offer sneak peeks, early access, or limited-time collections to keep them engaged, and position your brand as their go-to for trendsetting items.

Take inspiration from PinkCherry, an adult novelty product retailer. In an informative email that likely targets functionality-oriented customers, the brand provides practical tips and answers to common questions about using their products, specifically wand vibrators.

The email highlights product benefits and includes a curated list of discounted items, making it easy for customers to understand their options. By educating customers and addressing their needs, PinkCherry helps them feel more confident in their purchases and improves their overall experience with the brand.

5. Customer satisfaction: ask for and respond to customer feedback

Customer satisfaction-based segmentation focuses on how pleased or disappointed customers are, guiding you in how to improve their experience and build loyalty. Whether they’re loyal advocates or customers who have had a less-than-ideal experience, addressing each segment shows your dedication to their satisfaction.

Here’s how to engage each group:

Brand advocates

Satisfied customers who share positive experiences are your best ambassadors. Encourage their enthusiasm with incentives for referrals, rewards for reviews, or loyalty points that make them feel valued and more invested in your brand.

Neutral customers

Customers who feel satisfied but not strongly connected to your brand may need an extra reason to stick around. Follow up with a feedback request, offering a personalised discount or relevant product recommendation that aligns with their past purchases.

Dissatisfied customers

Quickly addressing a customer’s poor experience with your brand can help restore their trust. Reach out to acknowledge their feedback and offer solutions like a refund, a replacement product, or an exclusive discount. Showing you care about making things right can win back their loyalty.

Here, see how olive oil brand Graza engages neutral customers with an inviting email that encourages feedback through a quick survey. The friendly tone and casual language create a sense of warmth, making recipients feel appreciated and valued. By offering a promo code for their next order as a reward for completing the survey, Graza effectively incentivises participation.

Take behavioural segmentation to the next level with Klaviyo

Now that you have a foundational understanding of the main ways you can segment your audience based on their behaviour, it’s time to take it to the next level.

With Klaviyo, you can easily segment your audience based on data points not only within the categories we’ve discussed in this article, but also across and between them. For example:

  • Website visitors who are already subscribed to your email list
  • Email subscribers who clicked an email in the last 72 hours but have not placed an order
  • Customers who have purchased a specific product in the last year and also left a review, either positive or negative
  • SMS subscribers who have purchased twice in the last 6 months and have spent at least 3x your average order value
  • Customers with high lifetime value who aren’t subscribed to any of your owned marketing lists

When you take the time to understand and respond to the unique ways customers interact with your brand, every message becomes more than just marketing—it’s a chance to build a lasting connection. By making it simple to turn customer data into tailored messaging, Klaviyo helps brands strengthen connections and drive repeat business.

Ready to send targeted messages to the right customer segments with Klaviyo?

Sign up