Playbook Theme: Exit Intent
Business Goal: Retention Implementation
In the crowded eCommerce space, capturing and maintaining user attention is crucial to success. With the typical internet user toggling between several tabs per session, keeping users free of distractions during the shopping journey can have massive 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 have added something in their cart already, potentially preventing cart abandonment.
We did it ourselves on the Dynamic Yield site and increased conversion (demo requests) by 15%!
Step 1: Creating a Custom Code Campaign
- Go to Site Personalization › New Campaign and click Custom Code.
- Assign a Name to the campaign. Use a name that clearly defines this campaign (e.g. ‘Inactive Tab Promotion’).
- Assign a Label to categorize the campaign and associate it with similar campaign types (e.g. Inactive Tab). You can later filter and search your entire campaign list based on Notes and Labels.
- Select 'Page Load' as the Trigger to display the message right as your visitor lands on the page. Learn more about trigger options.
- Define the Campaign's Frequency as once per pageview (the default setting) that is, how often you would like the visitor to see the campaign.
Step 2: Adding a Targeted Experience
All campaigns are comprised of 1-n experiences. Each experience can target different visitor segments. In this case, we will be creating 2 different experiences based on the Audience we are looking to target:
- Assign a Name to the experience. Use a name that clearly defines this experience (e.g. New User Promotion).
- Define the targeting conditions:
- Who. Select the New User condition AND Device category › Desktop
- Where. You can target only on pages you want the tab to change for. For example, you can exclude 404 pages or you can run this promotion for specific page types or pages.
- 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’.
- Click on Next to add your content Variations.
Step 3: Creating a Variation Using A Template
A variation is the actual content/experience you will be serving your targeted visitors. You can create a single variation or multiple variations and test or optimize which variation most resonates with your audience.
- Click on New Variation.
- Expand the Dynamic Yield template collection and select the 'Replace Inactive Tab' Template.
- Assign a Name to the Variation that describes the content (e.g. 15% discount). Pro tip: use a short name that will allow you to easily recognize this variation in the reports.
- Insert your tab's title and an optional emoji. Use a short catchy sentence, since the visibility of the message is limited and depends on the amount of tab opened by the users.(e.g. New Users get 15% discount, Sign Up for a 15% discount.
- Inset your site's favicon.
- The ADVANCED variable section allows you to select the Animation Speed and Inactivity Timeout. The default values are based on industry standards.
- Click Save variation.
Step 4: Adding Additional Content Variations
Creating multiple variations for a single experience allows you to either A/B test or dynamically optimize which content is best for your audience. In this particular use case follow Step 3, to add an additional variation. Learn more on the different ways of creating/adding variations.
- Click on New variations (or you can duplicate the variation by clicking on the additional options icon )
- Create a new variation for the ‘New User' experience.
- Set a Control Group.This is essential for measuring uplift. We recommend setting the control group to 10%-15% of your traffic.
Step 5: Setting up an A/B Test
The allocation method determines how the variations are served to your targeted audience and allow you to either A/B test or let the platform dynamically allocate traffic to the best performing variation.
- In this case, we want to A/B Test between variations. We do this since we expect to adopt the winning variation for the long run and do not have any time constraints for collecting data.
- Since our main KPI in this case is conversions, select Purchases as you Primary Metric. Learn more about selecting your primary metric.
- The Experience advanced settings allows you to fine tune the serving behavior, conversion attributions, and A/B test settings of all variations in each experience. We recommend you leave the default setting. Learn more on the advanced setting options.
- Save Experience
Step 6: Creating Additional Experiences
- Add an experience for your existing users. Simply duplicate your 'New Users' experience and make the necessary targeting and variation adjustments.
- Save and Publish you campaign