How to Create and Manage Custom Audiences in Growth Suite

Creating effective custom audiences is the foundation of successful conversion optimization. Growth Suite’s visitor tracking system gives you the data to build precise audience segments that drive higher conversion rates and better ROI. This comprehensive guide will show you how to define, create, and manage target visitor groups using Growth Suite’s powerful targeting rules and conditions.

Understanding Growth Suite’s Visitor Tracking Foundation

Before diving into audience creation, it’s important to understand what makes Growth Suite’s custom audiences so powerful. The platform tracks every visitor interaction in real-time, including:

• Visit timestamps – When visitors arrive and return
• Product views – Which products capture attention
• Cart actions – Items added, removed, or abandoned
• Checkout behavior – Where visitors drop off in the purchase process
• Device and location data – Technical context for each visit
• Traffic sources – How visitors found your store

This comprehensive tracking allows you to create behavioral-based audiences that go far beyond basic demographics, enabling truly personalized marketing campaigns.

Core Audience Targeting Rules and Conditions

Growth Suite provides six main categories of targeting rules. Understanding each one is crucial for effective audience management.

1. User Type Targeting

The most fundamental audience distinction is between new and returning visitors.

User Type	Definition	Best Use Cases	Strategic Considerations
New Visitor	First-time visitors to your store	Welcome campaigns, email capture, brand introduction	Focus on trust-building over heavy discounting
Returning Visitor	Visitors who have been to your store before	Re-engagement, cart recovery, loyalty programs	Higher intent, more responsive to targeted offers

Example Audience: “First-Time Mobile Visitors”

• User Type: New Visitor
• Device: Mobile
• Use Case: Welcome campaign with mobile-optimized experience
• Strategy: Focus on easy navigation and simplified checkout

2. Device Category Targeting

Device type significantly impacts shopping behavior and conversion rates.

Mobile Audiences

Behavioral Patterns: Mobile users often browse during short breaks, have smaller screens, and face checkout friction.

Targeting Strategy:

• Reduce friction rather than just offering discounts
• Emphasize free shipping to offset perceived complexity
• Use shorter time limits (30-60 minutes) to match mobile usage patterns

Desktop Audiences

Behavioral Patterns: Desktop users typically have longer sessions, higher average order values, and more focused shopping intent.

Targeting Strategy:

• Encourage larger purchases with tiered discounts
• Use longer time limits (2-4 hours) to match research behavior
• Focus on detailed product information and comparisons

3. Operating System Targeting

Operating system data provides insights into user preferences and spending patterns.

Operating System	Typical User Profile	Targeting Approach
iOS	Higher disposable income, premium product preference	Focus on quality and exclusivity over price
Android	More price-conscious, value-driven decisions	Emphasize value proposition and competitive pricing
Windows	Often work-related browsing, B2B potential	Professional messaging, bulk discounts
MacOS	Creative professionals, design-conscious	Aesthetic appeal, premium positioning

4. Landing Page Targeting

The first page a visitor sees reveals their initial intent and interests.

Strategic Landing Page Audiences:

Homepage Visitors:

• Intent: General brand exploration
• Strategy: Introduce bestsellers and brand story
• Campaign: “New here? Start with our most popular products”

Product Page Visitors:

• Intent: Specific product interest
• Strategy: Product-specific offers and related items
• Campaign: “Complete your look with 15% off this collection”

Collection Page Visitors:

• Intent: Category browsing
• Strategy: Category-wide promotions
• Campaign: “Save 20% on all summer collection items”

5. Source/Medium Targeting

Traffic source reveals visitor mindset and purchase readiness.

Paid Search Audiences

Source/Medium: Google Ads, Bing Ads

Mindset: High intent, actively searching for your products

Strategy: Minimal discounting, focus on urgency and scarcity

Example Campaign:

• Offer: 5% off + free shipping
• Duration: 20 minutes
• Message: “Limited time: Complete your search with 5% off”

Social Media Audiences

Source/Medium: Facebook, Instagram, TikTok

Mindset: Discovery mode, lower initial intent

Strategy: Stronger incentives, social proof, longer consideration time

Example Campaign:

• Offer: 15% off + free shipping
• Duration: 3 hours
• Message: “Instagram exclusive: 15% off your first order”

Email Audiences

Source/Medium: Email campaigns, newsletters

Mindset: Already engaged with your brand

Strategy: Exclusive offers, early access, loyalty rewards

Organic Search Audiences

Source/Medium: Google organic, Bing organic

Mindset: Research-focused, comparing options

Strategy: Educational content, comparison guides, competitive offers

6. Return Behavior Targeting (Most Powerful)

This is the most strategic targeting option because it’s based on actual visitor behavior from previous sessions.

Product Viewers

Previous Behavior: Viewed specific products but didn’t add to cart

Psychology: Interest but need additional motivation

Audience Setup:

• Return Behavior: Previous session – Viewed Product
• Time Filter: 2-7 days since last visit
• Strategy: Product-specific offers, reviews, social proof

Cart Abandoners

Previous Behavior: Added items to cart but didn’t complete purchase

Psychology: High intent, hit a barrier (price, shipping, trust)

Audience Setup:

• Return Behavior: Previous session – Added to Cart
• Time Filter: 3+ days since last visit
• Strategy: Address barriers with targeted incentives

Checkout Abandoners

Previous Behavior: Started checkout but didn’t complete

Psychology: Very high intent, likely price-sensitive or had technical issues

Audience Setup:

• Return Behavior: Previous session – Started Checkout
• Time Filter: 1-5 days since last visit
• Strategy: Strong incentives, technical support, urgency

Advanced Audience Management Strategies

Multi-Layered Targeting

The most effective audiences combine multiple targeting rules for precise segmentation.

Example: “High-Intent Mobile Returners”

• User Type: Returning Visitor
• Device: Mobile
• Return Behavior: Added to Cart
• Time Filter: 3-7 days since last visit
• Strategy: Mobile-optimized checkout with strong incentive

Example: “Premium iOS Prospects”

• User Type: New Visitor
• Operating System: iOS
• Landing Page: Premium product pages
• Strategy: Exclusive access positioning, quality focus

Time-Based Audience Segmentation

The timing of return visits provides crucial insights into visitor psychology.

Time Since Last Visit	Visitor Psychology	Recommended Strategy
Same day	Immediate reconsideration, likely interrupted	Gentle reminder, minimal discount
1-2 days	Thinking it over, comparing options	Social proof, customer reviews
3-7 days	Serious consideration, needs final push	Targeted discount, urgency messaging
1-2 weeks	Interest cooling, may need re-engagement	Stronger incentive, new product highlights
1+ months	Lost interest, needs significant motivation	Win-back campaign, major discount

Industry-Specific Audience Strategies

Based on Growth Suite’s core ICP, here are audience strategies for different e-commerce verticals:

Fashion & Apparel

Key Audiences:

• Size Researchers: Visitors who view sizing guides repeatedly
• Style Browsers: Multiple collection page visits
• Seasonal Shoppers: Holiday-specific traffic patterns

Recommended Campaign:

• Target: Fashion site visitors who viewed sizing guides
• Offer: Free returns + 10% off
• Message: “Worried about fit? Free returns + 10% off your first order”

Electronics & Tech

Key Audiences:

• Spec Comparison Shoppers: Long time on product detail pages
• Review Readers: Multiple visits to review sections
• Warranty Researchers: Visitors who view warranty information

Recommended Campaign:

• Target: Visitors who viewed product specs multiple times
• Offer: Extended warranty + 5% off
• Message: “Get peace of mind: Extended warranty + 5% off”

Home & Lifestyle

Key Audiences:

• Room Planners: Visitors who view multiple related products
• Seasonal Decorators: Holiday-specific browsing patterns
• Bulk Shoppers: High cart values, multiple quantities

Recommended Campaign:

• Target: Visitors who viewed multiple items in same category
• Offer: 15% off when you buy 3+ items
• Message: “Complete your room: 15% off when you buy 3 or more”

Audience Management Best Practices

1. Start with High-Impact Audiences

Begin with these proven audience segments:

1. Cart Abandoners (3-7 days): Highest conversion potential
2. New Mobile Visitors: Address mobile-specific barriers
3. Returning Product Viewers: Visitors showing sustained interest

2. Use Exclusion Logic

Prevent audience overlap and offer fatigue:

• Recent Purchasers: Exclude customers who bought in last 30 days
• Active Campaign Recipients: Don’t show multiple offers simultaneously
• High-Value Customers: Exclude VIP customers from discount campaigns

3. Test Audience Variations

Create similar audiences with different parameters:

Audience A	Audience B	Test Variable
Cart abandoners – 3 days	Cart abandoners – 7 days	Time sensitivity
Mobile visitors – 10% off	Mobile visitors – Free shipping	Offer type
New visitors – 30 min timer	New visitors – 2 hour timer	Urgency level

4. Monitor Audience Performance

Track these key metrics for each audience:

• Conversion Rate: Percentage of audience who complete purchase
• Revenue per Visitor: Average revenue generated per audience member
• Average Order Value: Ensure discounts don’t reduce order size
• Customer Lifetime Value: Long-term impact of acquisition method

Common Audience Creation Mistakes to Avoid

1. Over-Segmentation

Problem: Creating too many narrow audiences with small traffic volumes

Solution: Start broad, then narrow based on performance data

2. Ignoring Seasonal Patterns

Problem: Using same audiences year-round without adjusting for seasonality

Solution: Create seasonal audience variations for holidays and events

3. Neglecting Mobile vs Desktop Differences

Problem: Treating mobile and desktop visitors identically

Solution: Create device-specific audiences with appropriate offers

4. Static Audience Management

Problem: Setting up audiences and never optimizing them

Solution: Regular performance reviews and audience refinement

Advanced Audience Automation

Dynamic Audience Rules

Growth Suite allows you to create dynamic audiences that automatically adjust based on visitor behavior:

Progressive Targeting Example:

• Visit 1: New visitor → Welcome message, no discount
• Visit 2: Returning visitor → 5% off, 2-hour timer
• Visit 3: Persistent visitor → 10% off, 1-hour timer
• Visit 4: High-intent visitor → 15% off, 30-minute timer

Behavioral Triggers

Set up audiences that activate based on specific actions:

• Exit Intent: Visitors moving cursor toward browser close button
• Time on Page: Visitors spending unusual time on product pages
• Scroll Depth: Visitors who scroll through entire product descriptions
• Add to Cart Hesitation: Visitors who hover over add-to-cart button

Audience Integration with Other Growth Suite Features

Post-Purchase Upsell Integration

Use audience data to determine post-purchase upsell offers:

• New Customer Audience: Offer complementary products
• Returning Customer Audience: Offer premium upgrades
• High-Value Customer Audience: Offer exclusive new products

Email Capture Optimization

Tailor email capture campaigns based on audience segments:

• High-Intent Audiences: Smaller discount, shorter timer
• Low-Intent Audiences: Larger discount, longer timer
• Returning Audiences: Exclusive access positioning

Measuring Audience Success

Key Performance Indicators

Metric	Formula	Good Performance
Audience Conversion Rate	Conversions ÷ Audience Size	5-15%
Revenue per Audience Member	Total Revenue ÷ Audience Size	$5-25 per visitor
Cost per Acquisition	Campaign Cost ÷ New Customers	Lower than average AOV
Return on Ad Spend	Revenue ÷ Campaign Cost	3:1 to 5:1

Audience Lifecycle Analysis

Track how audiences perform over time:

• Week 1-2: Initial performance, audience learning
• Week 3-4: Optimization phase, performance stabilization
• Month 2+: Mature performance, scaling opportunities

Future-Proofing Your Audience Strategy

Preparing for Growth

As your store scales, audience management becomes more complex:

• Document audience logic for team members
• Create naming conventions for easy identification
• Set up performance dashboards for quick monitoring
• Plan audience hierarchies for complex targeting

Privacy and Compliance

Ensure your audience targeting respects privacy regulations:

• GDPR Compliance: Respect visitor consent preferences
• CCPA Compliance: Allow opt-out mechanisms
• Data Minimization: Collect only necessary behavioral data

Conclusion: Building Your Audience Strategy

Custom audiences in Growth Suite are powerful tools for creating personalized shopping experiences that drive conversions. The key to success is understanding your visitors’ journey and creating relevant, timely offers that guide them toward purchase decisions.

Start with basic audience segments, measure their performance, and gradually build more sophisticated targeting rules. Remember that the goal isn’t just to increase conversion rates, but to create sustainable, profitable customer relationships.

Your audience strategy should evolve with your business. As you gather more data and understand your customers better, refine your audiences to deliver increasingly relevant and effective campaigns.

The most successful Growth Suite users treat audience management as an ongoing process, not a one-time setup. Regular optimization, testing, and refinement will help you maximize the platform’s potential and drive sustainable growth for your e-commerce business.