Tab Personalization: Winning Back Visitor Attention

Playbook Theme: Exit Intent
Business Goal: Retention Implementation
Effort: Low

______________________________________________

In the crowded e-commerce space, capturing and maintaining user attention is crucial to success. Typically, internet users toggle between multiple tabs, so keeping them free from distractions during the shopping journey can bring great rewards. Flashing tabs are attention-grabbing without being overbearing or invasive. A gentle reminder that the tab is still open, this strategy nudges users gently back to your site's tab if they've already added something to their cart, potentially preventing cart abandonment. 

We did it ourselves on the Dynamic Yield site and increased conversion (demo requests) by 15%!

Step 1: Create a custom code campaign

This particular use case calls for a custom code campaign, which is most suitable for executing  Javascript codes on the page. Begin by configuring the campaign’s settings:

1. Go to Web Personalization › Create Campaign, and then click Custom Code.
2. Assign a Name to the campaign. Use a name that clearly defines this campaign (for example, Inactive Tab Promotion). 
3. Assign a Label to categorize the campaign and associate it with similar campaign types (for example, Inactive Tab). You can later filter and search your entire campaign list based on Notes and Labels . 
4. Select Trigger › Page Load to display the message as soon as your visitor lands on the page. Learn more about trigger options.
5. Define the campaign's frequency (in this case, once per pageview (the default setting)).
6. Click Next.

Step 2: Create a variation

First, name your experience. For example, New User. Then go on to create variations.

Variations include the actual content you'll serve your targeted visitors. You can create a single variation or multiple variations and then test or optimize for the variation that most resonates with your audience. 

1. Click New Variation.
2. Expand the Dynamic Yield template collection and select the Replace Inactive Tab Title template. 
3. Assign the variation a Name that describes the content (for example, 15% discount). Pro tip: Use a short name that enables you to easily recognize this variation in the reports.
4. Insert your tab's title and an optional emoji. Use a short, catchy sentence because the visibility of the message is limited and depends on the number of tabs a user has open in the browser (for example, New users get a 15% discount, Sign up for a 15% discount).  
5. Insert your site's favicon.
6. In the ADVANCED variable section, you can select the Animation Speed and Inactivity Timeout. The default values are based on industry standards. 
7. Click Save Variation. 

Step 3: Add additional variations

Creating multiple variations for a single experience enables you to either A/B test or dynamically optimize which content is best for your audience. In this particular use case, repeat Step 2 to add an additional variation. Learn more about the available ways to create variations.  

1. Click New Variation.
2. Create a new variation for the New User experience. 
3. Repeat for as many variations as you want in your experience.

Step 4: Set up an A/B test

The allocation method determines how the variations are served to your targeted audience and enables you to either A/B test, allocate according to affinity, or let Experience OS dynamically allocate traffic to the best-performing variation. 

In this case, we want to A/B test the variations. This is because we expect to adopt the winning variation for an extended time period, and there is no time constraint for collecting data. 

1. Because our main KPI in this scenario is conversion, select Purchases as your Primary Metric. Learn more about selecting your primary metric.
2. Allocate the number of users to receive the control and the variations. We recommend allocating 10-15% to the control group. 
3. In Experience settings (gear icon), you can fine-tune the serving behavior, conversion attributions, and A/B test settings of all variations in each experience. We recommend leaving the default setting. Learn more about the advanced setting options.
4. Click Next.

Step 5: Add targeting

Targeting determines which users see the variations in your experience. 

1. Define the targeting conditions:
   • Who: Select the New User condition is True, AND the Device category is Desktop
   • Where: You can target the pages you want the tab to change for. For example, you can exclude 404 pages or you can run this promotion only for specific pages or page types. 
   • When: Unless you want to limit the exposure of the flashing tab to a particular date and time, you can leave this with its default value All the time.
2. Click Next.
3. If you're ready to launch the campaign, set the experience status to Active. Otherwise, leave it in draft mode. Click Save Experience.

Step 6: Create additional experiences 

All campaigns are comprised of one or more experiences, each of which can target different visitor segments. To create another experience, click Duplicate Experience (+ icon), and then edit the new experience, and create its variations and targeting as described in the previous steps. 

Finally: Save and Publish your campaign.