The customer journey connects and maps all touchpoints, interactions, be it visits, clicks, calls, and activity on your site and provides a unified overview and understanding of customer actions and behavior. To optimize the customer journey, you identify opportunities at both collective and segmented level to build on the relationship with customers, improve customer experience on your site and, ultimately, increase conversion rates.
With customer journey optimization campaigns, you can “design” the customer experience and engage customers to a desired end – increased conversion rates. You do this through analyzing customer behavior, key interaction patterns, demographics, past records, and conversion lifecycle.
By defining campaigns, you choose which conversion results you want to optimize, what audience to target and with what engagement activity, content, or digital asset. An engagement activity is an interaction you want the target audience to complete.
Even small changes on the site or what people see or do on your site can have a big impact on conversion rates. Your next campaign may be changing the name or color of the Trial button for everybody that visits the site, displaying localized content to an audience from a specific country, or engaging a specific type of audience, based on their demographics or behavior, with a relevant digital asset. Basically, all campaigns aim at boosting conversion for the audience already visiting your site.
General audience campaigns
Optimizing the customer journey may be just a matter of changing an aspect of it for the whole audience. For example, you may change the color of the Contact us button on the site from red to green to make the action more welcoming to the audience. These campaigns aim at improving the journey of the audience as a whole, not for a specific audience segment. You simply make the necessary changes on your site and observe and measure the changes in behavior in the audience, for example, changes in the number of clicks on the green Contact us button, compared to the clicks on the red button.
Thus, to track the effect of a general change on your site, when defining a conversion, you just specify the interaction you want to measure the impact of and do not narrow down the audience – you track all of the visitors. In addition, when defining the campaigns for this conversion, you do not confine the audience, targeted by the campaign, but again – track all visitors.
To track the effect of an interaction on a segmented audience, you define personalization campaigns.
You already know what is going on and have looked into the conversion and attribution reports. You now need to ensure your digital assets are relevant, engaging, and effective for your target audience. You do this by defining personalization campaigns to track whether an engagement works for a certain audience and have a more fine-grained filter for audience to target. You basically define a campaign using any data you have accumulated in Sitefinity Insight, including behavioral and demographics data to measure how personalization affects conversion rate.
NOTE: Personalization reports give you a summary of what Sitefinity CMS displays to different audience segments but not how conversion rates are affected by this. On the other hand, personalization campaign reports give you insights on what data is tracked and how conversion rates change within Sitefinity Insight. For more information about personalization reports, see Personalization: Track, measure, and compare.
For example, to optimize the conversions for the Business laptop purchases conversion by engaging visitors who downloaded Business laptops whitepaper and opened the Business laptops page increasing conversions with 10%. Another example is personalizing the experience of the audience of a specific country, so that the content displayed to this audience is in the respective language. For more information, see Define campaigns.