Category Discovery Notification for PDP

Follow

Playbook Theme: Product Page Personalization
Business Goal: Discovery
Effort: Low

______________________________________________

Although the homepage typically used to be the initial point of entry to websites, more and more visitors are now landing on product pages, whether they come from social networks, organic search, email campaigns, or ads. Because of this, brands are seeking to improve continual discovery by enabling visitors to easily navigate back to a product's main category page. This is particularly important for incoming traffic from SEM campaigns and PLA campaigns, where there is a direct investment in bringing in visitors to your site. 

2-product-personalization-explore-category_x2.png

 

Step 1: Create a notification campaign

There are various site campaign types to choose from to create a personalized experience on your site. This particular use case calls for a notification campaign, which is most suitable for triggering subtle messages at the edges of the screen. Begin by configuring the campaign settings:

 notification_settings.png

  1.  Go to Site Personalization › New Campaign and select Notification.
  2.  Assign a Name to the campaign. Use a name that clearly defines this campaign (for example, Category Discovery Notification). 
  3.  Assign a Label to categorize the campaign and associate it with similar campaign types (for example, PDP). You can later filter and search your entire campaign list based on Notes and Labels. 
  4. Select the notification's position on the screen. 
  5. Select Page Load as the Trigger to display the message as soon as your visitor lands on the page. Learn more about trigger options.
  6. Define the notification's Frequency. That is, how often you want the visitor to see the notification. By default, the frequency is once per user, to avoid bombarding visitors with too many dynamic elements on the page. 

Step 2: Add a targeted experience

All campaigns are comprised of 1-n experiences. Each experience can target different visitor segments. In this case, each experience will target visitors coming from paid search and the PDP's corresponding category. 

Screen_Shot_2019-08-01_at_12.52.26.png

  1.  Assign a Name to the experience. Use a name that clearly defines this experience (for example, Paid Traffic). 
  2.  Define the targeting conditions: 
    •  Who:
      •  Select Traffic Source › Paid Search.
      •  Click and.
      •  Add the condition Number of Pageviews › Exactly 1. This is to make sure we don't target users who have been browsing your site, but rather those who land directly on a PDP.  
    •  Where: Select Product Page › product with property › categories › {product category} (say, Hoodies). When your category has subsets, such as men's hoodies, do the following:
      1.  Click and.
      2.  Add the condition Product Page› is› product with property › Gender› {preferred gender}.
    •  When: Unless you want to limit the exposure of the banner to a particular date and time, you can leave this with its default value, All the time.  

Step 3: Create the content (variation) using a template

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

 Screen_Shot_2019-08-01_at_12.53.07.png

  1.  Click New Variation.
  2.  Expand the Dynamic Yield template collection and select the Welcome notification template (it's the most generic template and offers the most flexibility for many use cases). 
  3. Assign a Name to the variation that describes the content (say, Hoodies). This name is shown in the reports and enables you to quickly distinguish between the success of one variation over another. 
  4. Every Dynamic Yield template is comprised of variables to enable you to make changes without a developer’s intervention. Customize the variable fields to your preferences. Make sure your content corresponds with the targeting rules.
  5. Click Save Variation. 

Step 4: Add additional content 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 3 to add an additional variation. Learn more about creating variations.  

Screen_Shot_2019-08-01_at_12.58.28.png

  1. Click New Variations (or, duplicate the variation by clicking the additional options icon image8.png)
  2. Create a new variation for the experience. You can modify the same template or use a different one. 
  3. Create a Control Group. This is essential for measuring uplift. We recommend setting the control group to 10%-15% of your traffic.

Step 5: 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 or let the platform dynamically allocate traffic to the best-performing variation. 

  1.  In this case, we want to A/B test the variations, because we expect to adopt the winning variation for an extended period and don't have any time constraints to collect data. 
  2. Because our main KPI in this scenario is conversions, select Purchases as your primary metric. Learn more about selecting your primary metric.
  3. In Experience advanced settings image6.png you can fine-tune the serving behavior, conversion attributions, and A/B test settings of all the variations in each experience. We recommend you leave the default setting. Learn more about the advanced setting options. 
    Screen_Shot_2019-08-01_at_13.05.50.png

Step 6: Create additional experiences 

  1. Add as many experiences as the number of categories you want to target, and repeat the previous steps for each experience.
  2. Save and publish your campaign. 
    Screen_Shot_2019-08-01_at_13.12.39.png