Category Discovery Notification for PDP

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

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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. 

Step 1: Create a notification campaign

This 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:

1.  Go to Experience Web › Create 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). Later, you can 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. Consider setting the frequency to once per user to avoid bombarding visitors with too many dynamic elements on the page. 

Step 2: Create a variation

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

But first, give your experience a name. Use a name that clearly defines this experience (for example, Paid Traffic). Then go on to create variations:

1.  Click New Variation.
2.  Expand the Dynamic Yield template collection and select the Welcome Message 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, Sneakers). This name is shown in the reports and enables you to quickly distinguish between the success of one variation over another. 
4. Every Experience OS 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 3: Add more variations

Creating multiple variations for a single experience enables you to either A/B test, allocate by affinity, or dynamically optimize which content is best for your audience, as described in Step 4. 

1. Click New Variation.
2. Create a new variation for the experience as described in Step 2. 
3. Repeat until you have as many variations as you want for the experience.

Step 4: Set up an A/B test

The allocation method determines how the variations are served to your target audience. You can set up an A/B test, allocate by affinity, or let Experience OS dynamically allocate traffic to the best-performing variation. 

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. 

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 , 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. 
   
4. Click Next.

Step 5: Configure your targeting

Targeting determines which users see the variations in your experience. In this case, each experience will target visitors coming from paid search and the PDP's corresponding category. 

1. Set the following 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, Sneakers). When your category has subsets, such as women's sneakers, 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 banner's exposure 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. Repeat for as many experiences as you want to add to your campaign.

Finally: Save and Publish your campaign.