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Behavioral Targeting
Behavioral Targeting

Use signals from visitors' browsing and conversion behavior to create segments and personalized experiences.

Updated over a week ago

Use behavioral attributes (in Mutiny's segment creator) to deliver personalized experiences to your visitors based on their behavior on your site. 

For example, if you serve multiple industries and a visitor visits say the "Aviation" industry page, you can personalize content on other pages to resonate with this visitor. 

This article covers creation of ad-hoc audiences in the Segment Creator. To create reusable behavioral audiences, check out this guide.

Categorizing Behavior

To understand the visitor, we can categorize their behavior in three primary buckets - 

  1. Website browsing history - which pages have they visited, how many times have they been on the site, time spent on a page etc. 

  2. Website engagement - any marketing collateral that the visitor has downloaded, have they previously signed up, registered for a webinar etc.

  3. Explicit survey - asking the visitor upfront (via Mutiny's overlay components) what use case they are interested in or their buying stage.

Behavioral Attributes

To get started, go to the Segment Creator and click on "Add Attribute". Scroll down & you'll find the following attributes are available today for behavioral targeting -

  1. Visited URL

  2. Session Number

  3. Conversion Event

  4. Viewed Component

  5. Answered Component (if you have a live Side Pop or Modal)

Let's dive into each and see how it works.

1. Visited URL

This allows you to use the URLs that the visitor has been to to infer their use case, buying stage, persona/role or industry vertical.

Within the "Visited URL" attribute, the following options are available to you - 

  1. Multiple pages can be selected at once

  2. You can use is, is not, contains or does not contain to target different segments 

  3. Page visited can be combined with UTM parameters for full flexibility

  4. Page visited can be combined with Number of Occurrences to specify how many times the page(s) would need to be viewed to qualify for the segment

2. Session Number

This is useful to personalize for new vs returning visitors. 

A popular use case is to show a welcome back message for visitors with >= 2 sessions. You can also use this to show a different value proposition on each session.

3. Conversion Event

This attribute enables personalization based on actions the visitor has taken on the site. 

For example, if the visitor has already downloaded a case study, you can push the next relevant piece of content. Or if they have signed up for your free trial, you can change main CTA from "Sign up" to "Upgrade" or "Request Demo".

4. Viewed Component

A slightly advanced personalization attribute where you can show a different experience depending on the one they have previously seen. 

As an example, if the visitor has already seen your banner promoting the white paper and did not take any action, you can promote a different collateral on the next page they visit.

5. Answered Component

This allows you to create a personalized experience based on the user's answer to the component questionnaire (read this article to learn how to configure components). 

For example, you can launch a component on your website to ask the user whether their use case is A, B or C. You can then personalize your website content to focus on the use case the visitor answers.

What's Next

If you have already dropped Mutiny's script on your site, no additional configuration is needed to start using behavioral targeting. Just click here to go to the segment creator and start exploring the world of behavioral based personalization. 

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