How to use funnel stage-based dynamic content on your site
In an increasingly competitive digital market, e-commerces and subscription-based businesses face the challenge of communicating effectively with their customers and visitors. Offering aggressive discounts and enticing promotions is a common strategy to prospect new clients. However, it can lead to dissatisfaction among existing customers who are not eligible for these exclusive offers.
The solution to this dilemma lies in taking advantage of buying journey stage-based communication. By implementing web personalization strategies, businesses can reduce friction, elevate customer satisfaction, and discover valuable cross-selling and upselling opportunities.
Table of contents
How to deliver the right message
Segmenting customers from visitors allows you to craft tailored offers for each group.
For customers, you can focus on nurturing loyalty and maintaining a solid relationship by providing exclusive benefits, rewards, and purchase history-based product recommendations.
Meanwhile, you can generate interest and convert visitors into customers by offering first-purchase discounts, showcasing relevant products or services, and providing informative content that addresses their specific pain points.
Not only does this approach enhance their experience but also creates new opportunities for generating additional revenue.
Creating visitor and customer segments using Croct is simple.
The first step is to go to your Workspace in your Croct Admin.
Next, click Experiences and then New.
Now, we'll show you how to segment users based on their funnel stage to create a new audience, select the slot where you want to deliver this communication, and define the content you’ll display.
Audience
Before creating audiences, identify the criteria your company uses to define a user as a customer. It could be based on their activity, for example.
With Croct, you can use our Contextual Query Language (CQL) to create segment criteria. This English-based language was tailored to meet the needs of modern digital experiences, with a strong emphasis on personalization, experimentation, and machine learning. It combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users to formulate queries. Read our documentation to learn more.
To segment users, click on New audience and enter a CQL expression that matches the target audience. Here are some examples of segmentation criteria:
- user's activities include "login"
If you want your campaign to target only specific users, use this query:
- campaign's name matches "something"
- campaign's content matches "something"
Where "something" is part of the name that comes in the UTM campaign parameters, such as utm_campaign=email_for_something.
You can use the following criteria to segment customers based on their purchase history:
- user's stats' orders is not 0
- property orders of user's stats is not 0
Then, you can create mixed criteria like this one using the or operator:
- user's activities include "login" or campaign's name matches "something" or user's stats' orders is not 0
To use purchase information, you should track e-commerce events first
Slot and content
Slots are any personalizable elements of your application.
Some popular choices are the announcement bar, the landing page hero, and the home banner. Still, you can also personalize any page section to include targeted information.
Select the slot you want to personalize, and finally, click on Content to specify elements such as images, copies, and button colors you want your audience to view. Be creative!
Extra options
After defining the audience, the slot you want to personalize, and the content, everything is almost up and running!
You can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.
Next, publish your experience or go to the preview to see the magic happen!
Wrapping up
In a competitive digital market, recognizing that each customer deserves relevant communication based on their journey is key to leveraging competitive advantages.
Segmenting customers from visitors is a powerful strategy that allows businesses to personalize their offers by taking different characteristics and behaviors into account. You can also take advantage of users’ location data or get inspired by some of our examples for e-commerce.
Sign up for a free account today and explore our platform to enhance your content delivery and improve your brand authority. Happy personalization!