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 Scarcity 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.
We've found later phases are better for Scarcity messaging that is more urgency based (such as; 'Buy Now - Only Two Left!'). This is as these visitors have built a greater intent to purchase throughout their journey, and are in a more likely position to purchase.
However, earlier phases still work well for Scarcity messaging, but we'd recommend choosing softer messaging such as 'Limited Stock Available', or 'Back in Stock - Take a Look Before it Sells Out', to help guide visitors in product discovery.
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, those with a higher intent are more likely to respond to urgency based Scarcity. Choosing a higher intent will also mean your audience size will be smaller.
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 use softer Scarcity messaging and delivery, to help guide them on their journey and validate their choice. Visitors in Struggle and/or Abandon will likely perform better with stronger messaging, to encourage them to complete their shopping journey, as well as a stronger delivery (such as a nudge).
You've now got the perfect base segment for your Scarcity 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 PLPs?), or shopping on a specific category
Marketing Source; for instance, you may want to fire messaging relevant to the channel they've come from
Product & Page Affinities; you may want to just serve visitors Scarcity if they have an affinity to a specific product. For example; by only showing them Scarcity messaging relating to a product they have an affinity to, you can affirm them in their choice and encourage their shopping journey
Buying Stage; you can add additional Intent Buying Stage context to only show Scarcity messaging to, for example, those who have evaluated products. Or, show different style messaging. Similarly to Phases, those in a later Buying Stage will respond better to urgency based messaging. Whereas for those earlier in their journey, it's a great discovery tool.
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 visitor on a specific page (do you just want this to fire on PDPs, PLPs, or the Basket?), or shopping on a specific category
Marketing Source; for instance, you may want to fire messaging relevant to the channel they've come from
Product & Page Affinities; you may want only serve Scarcity messaging on specific categories, brands, or individual products, to encourage purchasing of them. Or if you know they have limited stock. As a result, you may want to just serve the messaging 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 Scarcity messaging to, for example, those who have evaluated products. Or, show different style messaging. Those in a later Buying Stage will respond better to urgency based messaging. Whereas for those earlier in their journey, it's a great discovery tool, using messaging such as 'Back in Stock', or 'Limited Quantity'.
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.
Similarly to Buying Stages, we've found later phases are better for Scarcity messaging that is more urgency based (such as; 'Buy Now - Only Two Left!'). This is as these visitors have built a greater intent to purchase throughout their journey, and are in a more likely position to purchase.
However, earlier phases still work well for Scarcity messaging. We've found softer messaging performs better here, such as 'Limited Stock Available', or 'Back in Stock - Take a Look Before it Sells Out', to help guide visitors in product discovery.
After you've selected the phase you'd like to target, you can then choose what the visitors current Intent to Purchase is. Like Phases, those with a higher intent are more likely to respond to urgency based Scarcity messaging. Choosing a higher intent will also mean your audience size will be smaller.
Finally, you'll 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 use softer Scarcity messaging, and delivery, to help guide them on their journey and validate their choice. Visitors in Struggle and/or Abandon will likely perform better with stronger messaging, to encourage them to complete their shopping journey, as well as a stronger delivery (such as a nudge).
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.