Campaign prioritization is a ranking system that allows you to declare, on a priority scale from 1 to 10, which campaigns should be seen first by your visitors if they are eligible for several of them.
It allows you to prevent your visitors from being subjected to too many campaigns and therefore messages on the same page, thus leading to poor user experience, risk of contradictory messages and bias in your campaign analysis.
How will this feature help you drive your on-site personalization strategy?
The answer lies in the way AB Tasty displays the campaigns you launch from the platform.
First, let’s start by recalling how the tag works and how it triggers campaigns.
|⭐ Reminder on visitor eligibility and client-side technology
The AB Tasty tag is placed on every page of your website. When a visitor loads a page, the tag checks:
The visitor will therefore see all the campaigns (test and personalization) whose targeting they match and when they visit the pages concerned by these campaigns.
The tag is therefore an effective tool that triggers what you tell it to trigger. In order to impose safeguards, and to indicate what should be triggered without any constraint and what should be constrained, your new prioritization tool helps you identify two types of campaigns.
Campaigns without priorities
By default, all your campaigns are without priority, i.e. they will all be triggered if your visitor respects the targeting rules, namely:
- they’re on the right page of your website – included in the targeting you have defined
- they’re part of the visitor segment you have chosen (segment)
- they have behaved as defined by your trigger rule (trigger)
This unconstrained exposure is perfect for campaigns without a strong visual impact (additional information in the description of your product pages for example) or that absolutely must be seen by everyone (banner showing a reminder of the legal sale dates).
We therefore recommend leaving the following campaigns unprioritized:
- all campaigns that aim to correct your website (patch, winning variation after an A/B test, etc.)
- all campaigns that will not generate overexposure or conflicts
The issue of conflicts and overexposure
If you launch 10 separate personalizations on your homepage, targeting 10 segments of your audience in order to deliver a fully personalized experience, you run the risk of some of your visitors seeing more than one at a time, simply because it’s not always possible to ensure that the segments are fully independent from each other.
Let’s take a simple example:
- Segment 1: VIP cookie holders
- Segment 2: Geolocated in NYC
VIP AND New York visitors are part of both segments, and will likely see both campaigns targeting VIPs, and those targeting New Yorkers.
First issue: a deteriorated user experience
Too many messages can lead to confusion. Personalization must remain compatible with the UX requirement of simplification and intuitive understanding of your interface. The best messages being the clearest and most readable, your personalization campaigns can create a lot of “noise”, deteriorating your strategy and website performance: this is what we want to avoid.
Example: 2 modals that are triggered at the same time and overload the interface like intrusive popups.
Second issue: conflicting messages
This case, although rarer, occurs when the 2 messages that are triggered (for example a modal on one side and a banner on the other), display promotional messages or messages related to the benefits you want your audience segments to enjoy. If a user is part of several audience segments at the same time (appetence for “vintage” and loyalty card holder), they risk being exposed to 2 special offers that are not necessarily compatible when checking out, one related to vintage products, the other to the loyalty card.
Acting with the AB Tasty prioritization rule
As you can see, prioritizing campaigns is absolutely essential when adopting an advanced and assumed personalization strategy, and when multiplying personalized messages for optimization purposes.
A concrete example of prioritizing personalization campaigns
For our “real life” example, let’s imagine an e-commerce website wanting to send the following messages:
- Campaign 01: Offer a 20% discount to all visitors, with a banner triggered on the entire website
- Campaign 02: Invite Parisian customers to the opening of their new physical store on the shopping cart page
- Campaign 03: Patch the disclaimer of the website in the footer (on all pages)
- Campaign 04: Offer an additional 10% discount to VIPs on top of the 20% discount for all (modal on the home page)
- Campaign 05: Boost newsletter subscription for those who have visited at least 15 pages of the website during their session (triggering on all pages potentially)
First of all, we need to be able to identify the potential issues linked to the simultaneous launch of all these campaigns. It’s pretty easy to spot potential frictions because we only have 5 campaigns, but picture the same scenario with 10 times as many campaigns and things quickly become unmanageable.
Step 1: discover
First, let’s identify the one campaign in the list that should be displayed all the time, for everyone, regardless of the circumstances and the user’s behavior on the website:
Campaign 03: Patch the disclaimer of the website in the footer (on all pages).
This campaign should remain on the left side of the screen, not prioritized. To see this campaign, your visitors simply need to match the targeting rules (where, who, when) of the campaign.
Step 2: filter
For other campaigns that may be conflict with each other, you can use the “Campaign” filter.
To do this, select one of your campaigns, presumably the one deemed most important, i.e.:
Campaign 04: Offer an additional 10% discount to VIPs on top of the 20% discount for all (modal on the home page)
Targeted pages: Home page
This campaign offers an additional advantage to VIPs and is likely to trigger sales, and is therefore more important than other messages.
By choosing this campaign as a reference for your filter, you will be able to discover, in 1 click, which campaigns are triggered under the same conditions as your campaign 01: on the same pages AND with the same visitors.
In our case, the filter gives the following results:
Campaign 04: Your reference, which now appears in green in your
Segment screen: VIPs
Pages: Home page
- ❌Campaign 02: Invite Parisian customers to the opening of their new physical store on the shopping cart page
This campaign does not appear in the results because it is targeted on the shopping cart page and not on the home page
- ✅ Campaign 03: Patch the disclaimer of the website in the footer (on all pages)
The campaign is targeted on all pages, including the home page, and the all visitors segment includes VIPs by nature.
- ✅ Campaign 01: Offer a 20% discount to all visitors, with a banner triggered on the entire website
The campaigns is also targeted on the entire website (including the home page) and the all visitors segment includes VIPs by nature.
- ✅ Campaign 05: Boost newsletter registration for non-subscribers who have visited at least 15 pages of the website during their session
The campaign is targeted on all pages, including the home page, and isn’t targeted on a specific user segment, so on all visitors. The trigger used is “at least 15 page views”, however if the 15th page of your VIP visitor’s session happens to be the home page (it could happen), they will see this modal as well as the 04 reference campaign. The risk of conflict is minimal but very real.
👉 This exercise shows that campaign 04 should be prioritized over campaigns 1 and 5.
👉 Campaign 3, as we have seen, can be triggered all the time and for all because not only is it harmless and does not create conflicts with other campaigns, it is also necessary that everyone sees it (it is a legal message).
👉 Campaign 2 does not need to be prioritized over campaign 1: they are not targeted on the same pages.
Step 3: prioritize
Now that you have identified the campaigns that need prioritizing, you can proceed as follows:
- leave campaign 03 in the non-prioritized campaigns
- position campaign 04 as priority 1
- position campaigns 01, 02 and 05 as priority 2
|🚩 Heads up!
The exercise we have just finished is based on a reference campaign, in this case 04. It is also interesting to repeat this exercise (filtering then decision making) using the other campaigns as a reference (01, 02 or 05 for example), and to refine the prioritization rule by deciding, perhaps, to separate the 3 campaigns positioned in Priority 2 and to redistribute them with other priority levels (Priority 3 and 4).
Using the prioritization module will allow you to significantly increase the number of campaigns you can launch at the same time on your website.
Here are some tips on how to use the prioritization module wisely:
- Limit the number of campaigns per prioritization level:
A visitor who triggers a PX level on a page will potentially see all campaigns with that priority on the page they are on.
- Each time the page changes, the priority rule check starts from scratch: a visitor who saw a priority 3 campaign on their first page may see a priority 1 campaign on their second session page. Therefore, be vigilant and think “exposure per page”.
- Keep your A/B tests in mind: even if the strategy and roadmap are different, be careful not to customize a tested page or check that your message will not affect the test results.
- Finally, the best personalization campaigns go unnoticed, the most effective messages are the most discreet because they appeal to your visitor’s subconscious and do not deteriorate their experience (imagine the same experience in real life, if you were literally inundated with loud and aggressive messages in a store… you would leave immediately!). So before setting up multiple messages, we recommend building a persuasive and high-quality personalization strategy. More information.