In my previous blog post, I explained how visitor tracking works in Kentico Cloud and how you can track you audience across multiple channels. Today, I would like to take it further and show you how the tracked information can be leveraged to form visitor segments.
Understanding the audience is the most important task of every marketer. That’s why almost every digital project starts with series of workshops, where similar customers are grouped together into segments, their needs are discussed, and important conversions are defined. In this blog, I will walk you through creating visitor segments in Kentico Cloud. Moreover, to make it resemble real world projects more, I have prepared an example case study for you.
Dancing Goat Origins
Please meet Dancing Goat Roastery, which, as the name suggests, is a coffee producer and their main business is selling coffee to business customers within their large partner network. This consists of various cafes, restaurants, bistros, and so on, where people and coffee enthusiasts can enjoy Dancing Goat’s coffee. Therefore, their main audience/customer persona is going to be a Cafe owner representing all business customers.
However, your audience is never uniform and there might be (and very likely will be) different groups of visitors. It’s the same with the Dancing Goat roastery—our second persona in this case is going to be a coffee enthusiast representing customers enjoying our Dancing Goat coffee in various coffee shops. They like to read about types of coffee, explore new tastes, and never miss a new roast in stock.
In order to promote new roasts and make the buying process as easy and effortless as possible for both types of customer, Dancing Goat have decided to implement an omnichannel approach and serve the content across multiple channels, such as a responsive website, mobile application, or Amazon Alexa. Moreover, they want to personalize the content served in order to smoothen and optimize the experience for their customers.
Meet Kate, Our Cafe Owner
Defining your personas and their journeys is extremely important as they are going to shape not only the segments that we’re going to leverage for personalization, but also the information architecture for all channels and the information we need to capture about our visitors. In our case, the information will be then used to profile people into one of our customer segments/personas.
As I said, we’re going to focus on our business persona, so let’s call her Kate. We think of her as the owner of a small cafe who wants the best coffee for her customers. Our main goal is to convince her that Dancing Goat coffee is the one she is looking for and convert her to a regular customer. But before this happens, we want her to become our partner so we can target her with a special offer and, therefore, her partnership application form submission represents an important conversion.
So what does her predicted journey look like? Kate will, most likely, land on one of our articles that are going to be promoted via social channels. And, as any other visitor, she’s going to be anonymous for us at first. Therefore, in order to get some information about her—whether she really is a cafe owner or not—we show her our call to actions and wait for some interaction from her side.
The calls-to-action can be simple, like the one in the picture above. However, as we don’t know who we are dealing with, we might want to display CTAs for both business owners and enthusiasts as a part of our landing page, and let their behavior determine the right persona.
Our calls-to-action can be reused anywhere on the site and mobile application, and, thanks to the Kentico Cloud Custom activities tracking that we set-up last time, we can easily track information about our visitors and ideally push them forwards to our desired (and of course theirs) conversions.
But let’s go back to Kate and her journey—when she hit’s the CTA targeted to business customers, a custom activity is logged, she is identified as a business customer, and she is redirected to a page where she can see all our roasts and where we can start showing more personalized messaging, potentially teasing her with a partnership.
If you’re now wondering how Kate was recognized as a Cafe owner persona, you’re asking the right questions. We know Kate might be a cafe owner because we defined a segment for this persona and linked it through the custom activity tracking with our calls-to-action. I’m going to walk you through the process.
We’re going to navigate to the Segments application and create a new dynamic segment—this segment type is going to be regularly recalculated and will be up to date, which is necessary for our future personalization.
You can built your segments based on various behavioral or demographical conditions such as page visits, number of sessions, or, like in our case, based on Custom activities conditions. As you can see in the picture below, all the custom activities defined in the system will be available in the segment builder. Moreover, if you need more advanced conditions with AND or OR operators, you can switch into Advanced mode, which allows you to create such condition groups.
In our case, we’re going to use conditions with custom activities for Cafe Owner. If any our visitors click one of calls-to-action for business owners, a custom activity is logged, and they’re added to the segment.
You can see the number of people meeting segment conditions in the segment report that is available once the segment is saved. The report is recalculated together with the segment and you can see important information such as current segment size, trend data from the last 30 days, who modified the segment last, etc. Moreover, if your visitors submit a form requiring email on your website, they become contacts, and you’re able to export them from the segment.
Once our segment is defined, all new visitors coming to your website are going to be added to the segment when they click one of our calls-to-action for cafe owners, and, thanks to the regular recalculation, it’s going to stay up-to-date. As you can see, creating visitor segments in Kentico Cloud is really straightforward and the segment builder gives you a lot of flexibility.
In this blog, I showed you how you can leverage calls-to-action and custom activities to define segments of your visitors. We are going to use these segments for serving personalized content in the next blog of this series. Meanwhile, feel free to explore the capabilities of the segment builder and stay tuned!