During the Dynamic Yield onboarding process, we ask customers to implement a few mandatory events to track user behavior. However, there are many additional events you can leverage to better understand your customer journey. Today we’ll explore the world of custom events, how they can improve your overall digital marketing strategy, as well as some examples you can set up in the Dynamic Yield platform.
Tracking additional events
Below, find a few examples of events we recommend using (outside of just mandatory ones) in your marketing campaigns.
Using events, you can create robust audiences that can be used to target users with the right content throughout their journey onsite.
For example, you can set up an event to track social media shares and use it to build a custom audience. Then, you can create a social proof campaign or move customer reviews higher up on the page to improve the site performance for this audience.
Events can also be very powerful in the reporting phase of your personalization program:
- The reports in Dynamic Yield can be broken down by audiences in order to gauge the performance of each group of users. This provides important insights into how to better personalize campaigns based on the results.
- An event can be used as an alternate metric for measuring the impact of the campaign against different KPIs.
For example, using events, determine whether users who click on notifications and overlays typically have better conversion rates than those who don’t. By firing an event when a user clicks on any promotional notifications or overlays on your site (and creating an audience based on this information), you can break down the report to better understand how each type of user behaves.
Uncovering UX issues
There are many steps in a user’s journey that are not explicitly tracked, making it difficult to identify any potential issues. For example, during the checkout process, users are often taken through a multi-step form (requiring them to fill out their billing address, shipping details, payment method, review their order, etc.) Each one of these steps increases the likelihood of the user abandoning the form. Firing an event at every endpoint (next buttons) can highlight the point of abandonment. From here, you can troubleshoot the issue and improve the checkout process to increase conversions.
Teams can implement events with the help of a developer or by using the ‘fire event’ out-of-the-box template in the Dynamic Yield platform. Using the template makes it easier for marketers to move fast without relying on IT resources.
Overall, using custom events helps marketers proactively track actions and better the overall user experience over time. Stay tuned for my next email, where I will cover how to use events for targeting and segmentation.
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