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Product Update November 2018: Improve the Customer Journey

Published: Nov 16, 2018

This month on the Yieldify Conversion Platform, we’re introducing new ways to improve customer journeys through new targeting options.

Customer journey optimization is logical in theory, but it’s often harder than it looks to improve the customer journey. That’s why we’ve introduced three new features to make it a lot easier: Campaign History Targeting, Data Layer targeting and Page Depth targeting. These allow you to adapt your activity to multiple stages of the customer journey, without the need for a complex set-up.

Our bonus features for this month approach the customer journey from a different angle: time. Find out more about Time-of-Day and Day-of-Week targeting.

Campaign History Targeting

This is one of our most exciting targeting developments yet.

Campaign History targeting allows you to target campaigns based on whether a user has already seen another Yieldify campaign within a set time frame. This conditional logic allows you to construct end-to-end customer journeys with just a few clicks. 

According to our data, 21% of first-time purchases take place on a visitor’s 2nd session. You therefore can’t afford to provide a stale experience to your returning visitors. Using Campaign History Targeting, you can show visitors a promotion consistent with where they are in the journey to keep the experience relevant and improve the chances of a return purchase.

Data Layer Targeting

The second way to improve the customer journey is with data layer targeting. This allows you to target your activity based on elements present in the data layer, making it easier to deliver the next level of personalization. Here are just a few ways you could use it:

• Target particular product items based on their SKU
• Targeting travel searches based on the route combination
• Target on a pre-defined or custom segment of users where the segment is specified in the data layer
• Target on the type of a page (e.g. product page, category page, search results page) if it’s not specified in the URL

If your website set-up means you don’t have the opportunity to read much data from the page, then this is a game-changing piece of targeting. Talk to us to find out more.

Page Depth Targeting

The difference in engagement levels between someone who’s just landed on your website compared to a visitor 20 product pages in is clear. It’s for this reason that we’ve introduced Page Depth Targeting to the platform.

This feature allows you to improve the customer journey by targeting based on the number of pages that a user has visited in their session. This makes it easy to differentiate your message for someone who’s new to your site versus someone who’s in the middle of in-depth browsing. Combine it with other features to create personas for long-term targeting. 

Bonus features: Time-based Targeting

While our new features this month have focused on how to target the customer journey, we’ve also introduced some new options: these are all about time.

How you browse during your lunch break at your desk is different to how you browse when you’re on your mobile during the commute home. It, therefore, makes a lot of sense to differentiate your experiences throughout the day to reflect these different customer journeys.

Using Time-of-Day Targeting on the Yieldify Conversion Platform, you can easily set campaigns to target shoppers at certain times of the day.

This is exactly what soak.com did with a campaign that targeted lunchtime browsers (those landing on product pages between 12:30-14:00). It used Dynamic Social Proof to create a sense of FOMO (Fear of Missing Out) among mobile users who would otherwise have been casually browsing. The notification showed how many other users had browsed the product in the last day, indicating popularity:

With bathrooms being a high-consideration product with a long purchase cycle, this moved a high-funnel browser further down the path of purchase. As a result, the campaign generated an 11.2% conversion rate uplift in the target group.

In addition, you can use Day-of-Week Targeting to further improve the customer journey based on time-related behaviour. This allows you to only show campaigns on certain days of the week. You could, for example, use this to target different messages on the weekend to high-value shoppers vs. weekday evening window-shoppers.

Get on the platform

Not using the Yieldify Conversion Platform yet? Request a demo and we’ll show you how it can work for your site.