Step 2 - What products to badge and for who

In this article...

You'll learn how to set up badges, how to create rules to define which products to badge, what your badge should look like, and how to create an audience to determine who will see the badging.

Working with strategy and product category-based rules

Rules can be strategy-based or based on a product catalog, but you can combine both rule types in a single badge. Let's have a look at the difference.

Strategy-based rules

This option allows you to use live data from your site, and the actions taken by your customers, such as views, purchases, and adds to basket, to determine which products to badge.

Product catalog-based rules

This option allows you to upload a .CSV file of less than 25MB containing the details of the products you wish to badge. The file could be a list of new products, products that are now back in stock, or products you are looking to badge as part of an online campaign or team objectives.

Combining rules

As mentioned, rules determine which products to badge. You can add a single rule, for example, "Badge products viewed more than 10 times in the past hour" or combine with another rule for a more flexible approach, "Badge products purchased more than 10 times in the past hour OR Added to basket more than 20 times in the past 24 hours".


If none of the products on your site match the conditions established by those rules, the badge is not applied.

To provide you with greater control and flexibility, you can create additional badges with a new set of rules. These rules can be completely different from the rules in the first badge; the message, icon, and audience can also be different.

These additional badges work much like a fallback so that if a product does not match the rules in the first badge, you can badge products based on a different set of rules in a second badge, and so on.

In this example, we've decided to badge products that meet the conditions in the first set of rules with the message "Hot right now!".

If a product doesn't match those conditions, we'll badge products from an uploaded list:


For both sets of rules, we've left the default audience "All visitors". We won't show badges on products that don't meet the rules in either badge.

TIP Once you've created your badges, you may decide that you would like to swap their positions. You can do this by dragging and dropping.

Setting up your badges

The first step in setting up a badge is to define the rules that will determine when and where your badge will appear.

To get started, select Add badge

Select one of the available strategies

For all rules other than Product List, you will also need to select an operator, More than or Less than, enter a threshold, for example, 10, and a timeframe, for example, past hour:


For the Product List rule, you will need to upload a .CSV file of no more than 25MB containing the details of the products you wish to badge

Here's an example with the product Ids of five products we want to badge:







Select Save

Add more rules as necessary and click Save and continue to customize your badge

Once you've customized your badge, you can add additional badges as required

Customizing your badge

Step 1 - Write your message

Your message can be up to 100 characters in length. When writing your message, you can use attributes that we will replace with actual product data.

Make sure you tailor the message to the badging type you chose and the rule you created.

Enter your message, using the available attributes to build it.

Here are a few examples:

  • Viewed #views in the last 7 days
  • Purchased #purchased in the last 24 hours
  • Almost gone
  • Free shipping
  • Bundle & Save
  • New!
  • Hot today!
  • Hard to find


Step 2 - Choose an icon

You might also want to include an icon with your badge. You can do this either by providing the URL or by uploading it.

Provide the URL for the image. This is a good option if the image is stored online


Click Upload an icon and navigate to the local or shared storage location. This is similar to the first option but more suitable if you need to search for the image

When you are happy with your badge, click Save and continue

Adding an audience

An audience is simply the group of customers that you are looking to target with your product badging.

If you or someone in your team has created audiences for other campaign types, you could use one of those, but you can also build one from scratch.

▸ If you want to use an existing audience and see it in All audiences, select it. If you can't see it, trying searching for it


  1. Click Create audience and give it a name

TIP: To help others in your team find audiences, we recommend using a name that describes what sort of people you are trying to target. An example might be, "People that have less than five conversions that are viewing jackets and are in London."

  1. Select the attributes you wish to use and enter any details required by the attribute like is less than and a value to go with it, like 5

  2. Click Save when done. Don't worry if you make a mistake. You can always select the attribute and edit it, or use Remove if you don't want it

Here's an example for the first part of our audience:


INFO: A super important thing to remember is that audience attributes are And ed together. So in our example, only people with less than five conversions AND are viewing jackets AND are in London will potentially see the experience.

When you are happy with the audience you have created, click Next

Replacing your control

On a technical level, we combine badging rules, a message, icon, and audience into an experience, much like a personalized content or product recommendations experience.

In the Merchandising Hub, in addition to comparing your badging experiences against your default website content, you can also choose to replace your default content with another experience.

In this mode, rather than comparing the badging experience to your control, we'll compare two badging experiences head to head. The first of the two experiences is your test variant (this is the experience you've already built). The second one is your baseline variant (this is a second experience that you will need to build).

Typical use cases

Let's imagine that you want to test the effectiveness of a badge. In the standard build flow, you create your new content in the Merchandising Hub and retain your default content. As people visit your site and see either your product badges or your control, we can analyze performance and determine whether your product badge outperformed your control.

Let's now imagine that you have two different versions of your badge-this might be a different icon or message-and you'd like to understand which one resonates more with your visitors.

Rather than comparing each version in two separate and non-concurrent campaigns (remember you can only have one live campaign in the same placement at any one time), we give you the option to replace your default website content with the second version, and keep track of how each one is performing within a single campaign:


In this scenario, people visiting your site will be split between the two versions or variants rather than between a variant and your control. It's a straight-up head-to-head.

What's more, you have two options, depending on your goals:

  • Create two versions of your badge and target the same audience to understand which variant resonates more with the same group of people
  • Use identical badges and target two different audiences to understand how different groups of people respond

INFO: When replacing your control, you can select either 50%, 95%, or a custom visibility. It is not possible to set visibility to 100% because this would mean that none of the people visiting your site will see your baseline variant. As a result, we wouldn't have a basis for performance comparisons.

How do you do it?

  1. Click the Replace control toggle
  2. Add one or more badges to your baseline variant

    As a starting point, you can duplicate the badges from the test variant by clicking Duplicate from test variant. Once done, you can delete any you don't need and make any changes required

    You can also add experiences from scratch by clicking Add badge

Previewing your badge

Previewing is a great way to test your campaign by replicating the customer journey. When you preview, you can see the campaign as one of your customers would see it.

We offer two ways to preview:

  1. Preview an experience. This bypasses any audience conditions and rules and shows you how the experience will look to a visitor in the experience. This is a great way to validate the look and feel of your experience

Click Preview on an experience card to preview the experience

For mobile, click ...on mobile and scan the QR code with the mobile device you want to preview on

INFO: It can be confusing to preview your experiences when your audience condition targets URLs. This is because we use the placement's default preview URL, which may not match your audience conditions. The "Preview campaign" button is a great way to validate that URL matching conditions are working as expected.

  1. Preview the entire campaign. This is a great way to validate the live user journey and is fully representative of the final user experience. You will only see content if you match the configured audience conditions and rules

Click Preview campaign to preview your campaign


INFO The counter you see in your preview is a placeholder that will be replaced with actual data from your site once your campaign goes live.


Last updated: January 2023
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