Our Segment Assistant is designed to help you build the perfect segment for your use case, and business. In this article, we'll walk you through how to build a segment designed to serve a discounting experience to.
The first decision you need to make is if you want to start with Intent Data, or Visitor Context.
Starting with Intent Data
Starting with Intent Data
Intent Data is the best way to start if you don't already have an idea of the visitors you wish to target.
To start with, you can select which Objective Phase you'd like to target. Those earlier on in their journey, in Engage or Build Intent. Or those later through their journey, in Maintain Intent or Convert.
Choosing a later phase means that your audience will be smaller, but those visitors will have built a greater intent to purchase throughout their journey, as well as likely having built product affinities to specific brands, categories, or individual products (which you may also want to include in the conditions). However, you may want to choose an earlier phase to use it as a mechanism to help build intent in a visitor's journey.
After you've selected the phase you'd like to target, you can then choose what the visitors current Intent to Purchase is. Similarly to phases, if you choose those with a higher intent, your audience size will be smaller - but it means you will be more targeted with your discount.
Once you've chosen both of these, you'll then be asked to choose what Behavioural State the visitor is in; Focus, Struggle or Abandon. Those in Focus are progressing as we'd expect, so these might be the visitors to discount to maintain momentum. However, if you want to be more targeted in your discount, and ensure it's given to just those visitors less likely to progress, choose those in either Struggle and/or Abandon.
You've now got the perfect base segment for your discount use case. However, you might want to add more visitor context to it, such as;
Page Info; is the visitor on a specific page (do you just want this to fire on PDPs?), or shopping on a specific category (e.g. your discount may be just for Dresses).
Marketing Source; this may be a discount for those coming through specific channels
Product & Page Affinities; you may want to just serve visitors a discount code if they have an affinity to a specific product. For example; if your discount is only for a certain category, only including visitors with an affinity to that category (who are struggling or abandoning) is a great way to be very targeted in your execution
Buying Stage; you can add additional Intent Buying Stage context to only show the discount to, for example, those who have evaluated products. Or you may serve it earlier on in the Buying Stages to encourage intent to purchase to build.
Starting with Visitor Context
Starting with Visitor Context
Visitor Context is useful if you already know something around where you want the experience to fire, and who you want it to fire to.
You'll first be asked what visitor context you'd like to start with;
Page Info; is the experience going to fire on a specific page type (e.g. just PDPs), or a specific category page (e.g. your discount may be just for Dresses).
Marketing Source; is the discount just for those visitors coming through specific channels
Product & Page Affinities; your discount may be for a specific category, brand, or even individual product. As a result, you may want to just serve the discount to visitors who have built an affinity to that product mix. More information on affinities can be found here.
Buying Stage; you can start with Intent Buying Stage context to only show the discount to, for example, those who have evaluated products. Or you may want to serve it earlier on in the Buying Stages to encourage intent to purchase to build.
After selecting your context, you'll then move to choosing which Objective Phase the visitor is in. Visitors earlier on in their journey, in Engage or Build Intent. Or those later through their journey, in Maintain Intent or Convert.
Choosing a later phase means that your audience will be smaller, but those visitors will have built a greater intent to purchase throughout their journey, as well as likely having built product affinities to specific brands, categories, or individual products (which you may have included as your visitor context). However, you may want to choose an earlier phase to use it as a mechanism to help build intent in a visitor's journey.
Finally, you'll be asked to choose which Behavioural State the visitor is in; Focus, Struggle or Abandon. Those in Focus are progressing as we'd expect, so these might be the visitors to discount to maintain momentum. However, if you want to be more targeted in your discount, and ensure it's given to just those visitors less likely to progress, choose those in either Struggle and/or Abandon.
As you change any of the conditions within your segment, you can look at the Audience Estimator on the right hand side to understand the visitor group you are targeting.