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?

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

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.

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.

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

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

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

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

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:

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

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:

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).

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:

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.

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