Researching user behavior on the website can provide us with a huge amount of information on what the path leading users to purchase looks like, what are the characteristics of conversion customers, and what are the reasons for customers not making a purchase. We have a proprietary tool for researching user behavior on the website and creating user segments on this basis, and then dynamically changing the content of the website so that the user has an even better experience interacting with our website. Based on user behavior, we can also differentiate remarketing in the short and long term, providing better personalized creations. Behavioral research has many benefits, such as:

• enhanced user experience
• personalized creations for different user segments
• the ability to control the advertising budget depending on the conversion likelihood