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CategoryeCommerceVerticalFinancial, Insurance
TopicUse the answers to a one-question survey to trigger personalized experiencesID #1710

Introduction

To improve engagement, obtain real-time feedback or promote relevant content, simply ask visitors a simple and focused survey based on current / recent events. Based on how he or she responds, you can then use that insight to trigger personalized experiences.

 

Example

Behavioral tracking reveals that an existing customer on your website is updating their contact information, relative to a physical move.  In the example below, the customer is updating their mailing address – which offers a great opportunity to learn more about why the move took place. With Evergage you know this in real time, so, present a question and based on how the visitor responds, you can direct him or her to complementary products or information to help keep that relationship moving forward.

Segment

Target everyone who visits the personal information page and is making material edits to their address and has not previously been asked this survey. You should also create additional segments to help categorize your customers based on their responses so you can target them with applicable offerings or content.

Measure

The measure of success for this campaign would be based on how many people respond to the survey, as well as the specific information captured.  Tracking visitor engagement for new / complementary products and offerings, awareness of in-branch services near their new location (or increase in mobile banking adoption) are all just basic examples of what could be tracked.

Process

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

  1. Create a visitor segment to target those visitors meeting the key segment criteria such as in the example listed above. You may want to exclude mobile users from receiving the survey.

  2. Create additional segments to help categorize your customers based on their responses so you can target them with applicable offerings or content
  3. Develop the survey experience to target those visitors on the appropriate page(s) when they have made the address update
  4. Create a campaign with a popup message to target those visitors on the appropriate page(s) when they have made the address update
  5. Add rules to show the campaign based on segment membership and show only on specific pages or those most relevant to the survey question
  6. Develop (or leverage) other content and offerings that directly tie into the potential responses to the survey to drive applicable content and information to your customers in real-time

Reference Materials

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

 

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