In my last email, I discussed the importance of implementing events to improve your overall digital marketing strategy. Now, let’s take things one step further and discuss how to create experiences based on the events fired on your site.
Determining when to target an experience based on an event
Millions of events are fired on-site every day, providing lots of targeting opportunities. Here are two approaches to utilizing these informative actions:
- Use an event that was fired to target users in-session
- Create an audience of users who fired a certain event and target them at a later stage
Events are versatile and selecting which type will depend on both the hypothesis you are trying to prove and the campaign you are preparing to create.
In-session event segmentation
Events can be used as experience targeting and triggering conditions. When creating an experience, these conditions apply to actions that have taken place in the current session. This means, information gathered from events – such as clicks on a CTA button, hovers over banners, and search query submissions – allow you to personalize in real-time.
Let’s dive deeper into a few of these in-session events and how you can use them for experience targeting:
Leveraging the add-to-wishlist event for reminders
Users often use the wishlist, or a “save for later” function, as bookmarks, storing items they are interested in but may not be ready to purchase. However, the reality is: shoppers often forget about these products.
By creating an event that fires when a user adds a product to one or both of these lists, you can better act on this behavior during the same session. For example, if the user shows signs of site abandonment, use an overlay that features their wishlist products to encourage them to purchase all, a few, or even one of the items.
Using a clicked promo event to optimize checkout
Coupons or discount codes are excellent incentives to drive conversions, often serving as the perfect nudge users need to make a purchase decision. Implementing an event when a user clicks on a promo code informs you of when a user has taken this action.
Consider using a top banner notification as well as a special promo field on the checkout page to ensure users take advantage of the discount(s) available to them and encourages them to complete their transactions.
Audience-based event segmentation
Event interactions that have occurred in previous sessions facilitate an opportunity to build audiences you can target. This data, along with additional behavior cues– specifically purchases and product views – provides a great way to create a high-intent or another valuable user group to deliver personalized experiences to when the members of the segment return to the site.
Let’s explore an example of an experience using audience-based events segmentation:
Identifying bargain shoppers in order to drive conversion
A user who constantly browses the sale and clearance categories is likely to be a bargain shopper. Set up events for each one of these interaction types (clicking on the sale or clearance categories or browsing on either of these pages) or alternatively, use the same event for both. Then, create an audience comprised of users who have triggered one or more of these events at least two or three times.
At a later stage, target these users with experiences that highlight price reductions, sale events, or low budget product recommendations.
Question of the week: Do you and your team target bargain shoppers? If so, how? If not, why not? Share your thoughts with us here.
Customer Success Communications Manager
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