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Presenting timely and relevant content plays an important role in improving engagement and delivering a positive visitor experience. And as is common with the financial services industry, the most suitable content - for each visitor - is often buried deep within a company’s website.
Fortunately, using a customer’s on-site behavior and intent, marketers can utilize implicit and explicit clues to display similar content assets.
During a recent session, a website visitor showed intent for a particular product by evaluating a product summary, a predilection to an asset class or category or after reading a related article or blog. Rather than require the visitor to dig through your website to find other similar content, you can use Evergage to dynamically display similar content assets, including articles, documents, blog posts or products, and display them in an inline message.
This campaign would be used to target prospects and/or customers who have displayed interest in particular products, asset classes or categories.
The campaign would be measured by increased engagement such as time site, the number of web pages viewed and clickthroughs on similar content items.
Here is a checklist of what you need to do in Evergage to create this play on your own site using Evergage 1:
Create a segment for each of your personas, for example:
- First time visitors
- Existing customers
- High value customers
- Professionals - Analysts, Agents, Brokers, etc.
- Create inline message placeholders for the Evergage 1 campaign
- [Optional] Create control content and targeting as needed to run against the Evergage 1 campaign
- Create the recipe(s) required to drive the Evergage 1 for the campaign