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Contents

CategoryDemand Generation VerticalFinancial, Insurance
TopicLeverage customer intent to ensure they receive information tailored to their interests ID #173

Introduction

Ensuring customers receive information tailored to their interests is an important factor for maximizing conversion rates and improving customer satisfaction. When signing up for a credit card or completing an application for a home loan, for instance, today’s consumers expect financial institutions to deliver experiences similar to what they’ve grown accustomed to from many retail websites (e.g. where the content and experience adjusts based on what they’re interested in). With Evergage’s real-time analytics and unlimited segmentations, you can leverage customer intent and deliver a uniquely relevant experience while someone is interacting with your website.

 

Example

A visitor to your homepage searches for a mortgage. Using Evergage, you can harness this insight so when the customer returns to your homepage (or another page) – in that session or a future session – you can deliver relevant mortgage information throughout the customer’s journey on your site.

When the visitor first lands on your homepage, he will see a generic or universal version of your homepage.

Assuming the visitor has expressed interest in a mortgage – by conducting a search or by browsing related content – when he returns to the homepage (during his current session or a future session), display a message about your low mortgage rates.

Segment

Build a segment to look for prospects interested in mortgages. Overall interest (aka intent), can be based on a number of visits to the product page, duration of the visit and other variables.

Measure

The measure of success for this campaign will be how many people click the mortgage rate message and submit an application.

 

Process

Here is a checklist of what you need to do in Evergage to create this play on your own site:

  1. Create a segment to identify visitors looking for a mortgage (as outlined in this example)

  2. Create a campaign with an inline messages to target visitors in that segment. When developing the experiences, support both the application and lead generation functions to drive increased mortgage opportunities

  3. Define a control group within the A/B test so you can measure incremental lift for the campaign
  4. Add rules to show the campaign to the segment you created

Reference Materials

The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play:

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