Step 2 - Who to show it to and what to show

In this article...

You'll learn how to add an audience and set up content. We'll also cover what an experience is and how it fits into a campaign.

Let's recap

So how far have we got? We are building a campaign. Each campaign must exist within a placement. We chose a placement in the previous step and saw that it needed an audience and some content.

Here comes an explanation...EXPERIENCE

Together, the audience and content make up an experience, and your campaign can have more than one experience. Why is that?

Well, suppose your campaign is looking to increase the conversion rate across your customer base for a particular product range. You'll want to target customers that spend infrequently but spend on high-ticket items in a different way to customers that spend frequently but on lower-value items. The likelihood is you will need to personalize to each group in a slightly different way, and this is where your deep customer knowledge comes to the fore.

By allowing you to combine experiences into a single campaign, you can manage the personalization in a far more effective way than you could with two completely different experiences and also see how each experience in a campaign stacks up in terms of key metrics. Sound good?

Adding the experience

▸ Before adding the audience and the content, you need to add an experience. Go ahead and click Add experience

Adding an audience

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

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

OR

  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:

audience-example

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

Setting up content

Once you added an audience to your experience, you are ready to set up your personalized content, consisting of a message, a URL, and an image; these are all mandatory.

Adding your message

Your message is very simply the text that will be shown to the customers in your audience.

▸ Add your message in the field provided. Keep it under 255 characters

Adding your URL

Your URL is the page or resource that your customers will be directed to if they click the experience.

▸ Add your URL in the field provided

This needs to be a valid URL, starting with https:// or https:// and without spaces. So, these are good:

  • http://www.example.com
  • https://www.example.com
  • http://www.example.com/somepage.html
  • http://www.example.com/somedirectory/somepage.html

This is not:

  • example.com
  • www.example.com

Adding your image

Your image is used as the backdrop for your experience. You can choose an image in a few different ways.

▸ Drag and drop your image into the space provided. This is a good option if the image is stored on your local PC or a shared network and you already know which image you want to use

OR

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

OR

▸ Click Upload 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

Finishing up

▸ When you are happy with the content you have set up, click Done. This is the final step in creating an experience

▸ Click Save and continue if you don't want to add further experiences to the campaign. If you do, read on

Adding more experiences

As we've mentioned a few times, a campaign can have more than one experience. Although you can add a new experience to a campaign at any point, now is a perfect time to do it, and especially so if you are looking to target more than one group of customers with the same campaign from the outset.

Before we do this, let's look at the experience we just created:

example-experience

We can see the audience we added, our message, URL, and image, all of which you can edit. You might also choose to delete the experience or preview it.

Let's add a second experience now.

▸ Start by clicking Add another

▸ Add your experience in the same way as you did earlier with an audience and content

▸ Click Done. You will now have two experiences in the same campaign

▸ Click Save and continue to move to the next step

Ordering experiences

Remember that only customers that are members of an audience can see the experience.

When you have a campaign with more than one experience, it is possible that a person could be a member of more than one audience in the campaign and potentially see both experiences. Why?

To get around this potential conflict, you can order your experiences by dragging and dropping. Customers that fall into more than one audience will be shown the experience at the top of the list.

▸ To do this for one of your experiences, drag and drop it into the desired position

Here you can see a drag and drop in progress:

drag-drop

Replacing your control

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

In this mode, rather than comparing an experience to your control, we'll compare two 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 some personalized content. 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 personalized content or your control, we are able to analyze performance and determine whether your personalized content outperformed your control.

Let's now imagine that you have two different versions of personalized content—this might be a different image or messaging—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:

replace-control

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 personalized content and target the same audience to understand which variant resonates more with the same group of people
  • Use identical personalized content and target two different audiences to understand how different groups of people respond

INFO: When replacing your control, you can select either 50% or 95% 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 experiences to your baseline variant

    As a starting point, you can duplicate the experiences from the test variant by clicking Duplicate experiences from 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 experience

Previewing your content

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

preview-buttons

Last updated: May 2022
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