Category Discovery Notification for PDP

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

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Whereas the homepage used to typically be the initial point of entry to a site, more and more visitors are now landing on product pages - whether from social, organic search, email, or ad campaigns. Because of this, brands are constantly looking to improve on continued discovery by allowing users to easily navigate back to the 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 brining in visitors to your site. 

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Step 1: Creating a Notification Campaign

There are different site Campaign types to choose from when creating 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’s settings:

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  1. Go to Site Personalization › New Campaign and click Notification.
  2. Assign a Name to the campaign. Use a name that clearly defines this campaign (e.g. ‘Category Discovery Notification’). 
  3. Assign a Label to categorize the campaign and associate it with similar campaign types (e.g. 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 right as your visitor lands on the page. Learn more about trigger options.
  6. Define the Notification's Frequency. That is, how often you would like the visitor to see the notification. By default the frequency of a notification is once per user, as to not bombard the visitor with too many dynamic elements on the page. 

Step 2: Adding a Targeted Experience

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

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  1. Assign a Name to the experience. Use a name that clearly defines this experience (e.g. Paid Traffic). 
  2. Define the targeting conditions:
    • Who.
      • Select the Traffic Source › Paid Search.
      • Click on AND
      • Add the condition Number of Pageviews › Exactly 1.  This is to make sure we are not targeting users who have been browsing your site, but rather land directly on a PDP.  
    • Where. 
      • Select Product Page ›  product with property ›  categories › {select the product category (e.g. Hoodies)}. When your category has subsets, such as men's hoodies,
      • Click on AND
      • Add a 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: Creating the Content (variation) Using A Template

A variation is what 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. 

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

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  1. Click on New variations (or you can duplicate the variation by clicking on the additional options  icon image8.png)
  2. Create a new variation for the ‘men's hoodies' experience, either by modifying the template or leveraging a different one. 
  3. 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. 

  1. 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 to collect data. 
  2. Since our main KPI in this case is conversions, select Purchases as you Primary Metric. Learn more about selecting your primary metric.
  3. The Experience advanced settings image6.png 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.
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Step 6: Creating Additional Experiences 

  1. Add as many Experience as the categories you wish to target and repeat the above steps for each experience.
  2. Save and publish your campaign. 
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