Once you have a report on what your contacts behavioral patterns are and how contacts’ interactions affect conversion rate, you can define campaigns for conversion optimization, based on any contact data accumulated by Progress Sitefinity Digital Experience Cloud, including behavioral and demographic data. You define your campaign, based on the audience you target and the engagement action you want the audience to complete. You then track and measure whether your campaign increased conversions of the intended audience. With campaigns, you choose what conversion you want to optimize, what audience to target and with what engagement activity.
Campaigns use historical data and algorithms that aim at leading contacts from the segment they are currently in into a segment that has a recorded history of higher conversion rate. All campaigns are bound to a specific goal, for example, increase conversions with x%. All campaigns engage the audience with some interaction or digital asset – the engagement activity. With campaigns, you measure the success of the campaign, based on changes in conversion rates as a result of the audience actions.
For a more scalable and generic campaigns definition, Progress Sitefinity Digital Experience Cloud provides you with campaign recommendations to increase conversion rate among the contacts the conversion report tracks, based on algorithms that draw insight as to which exact combinations of contact behaviors are likely to convert and also which components in those combinations have the biggest attribution. The system will tell you who to target, suggest existing assets to use, and predict the improvements you can expect and measure the results. You can take advantage of campaign recommendations for both personalization and customer journey optimization.
For more information, see Overview: Campaign recommendations.
With Progress Sitefinity Digital Experience Cloud, you can:
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