Segment your website audience

✖
Copy to clipboard

You can use the contact’s demographic data, content preferences, or various website activities to shape their digital experience.

Xperience comes with the Contact groups application, where you build specific segments for which you can create targeted content and improve their customer experience. The Contact groups application organizes existing contacts. Any individual contact can belong to any number of contact groups.

You can create your contact groups manually or use built-in conditions to populate them dynamically. In the latter case, Xperience evaluates contacts on the website and in the database and automatically adds contacts to groups based on the contact group’s conditions.

Here are a few examples of groups in which you can organize your contacts:

  • Contacts that are interested in specific content.
  • Contacts that submitted a specific form on your website.
  • Contacts to target in seasonal campaigns.
  • Contacts who came to a particular landing page.
  • Contacts with the same characteristics, e.g., those of the same age group.
  • And many more.

Find out more about contact groups in the documentation.

Exercise - Segmenting website audience

In this exercise, you’ll collect all contacts with similar characteristics into a contact group and test how Xperience dynamically adds contacts to a group and removes them once their conditions don’t match the group’s conditions.

Task:

You want to work with your website visitors more effectively, so you’ve decided to segment them into categories to better target your marketing efforts.

  1. Switch to the Contact groups application. Create a New contact group and call it Prospective Account Clients.

  2. Fill in the Description: Visitors who read any of the Accounts subpages but haven’t filled in the Request account form.

  3. Use the Add condition button to open the condition designer:

    1. Add a new condition group:

      1. Select Contact has agreed with consent condition and select Marketing cookies consent.

    2. Add another condition:

      1. Choose Contact has submitted a form in last X days condition.
      2. Change it to has not and select the request account (single) form.

    3. Add condition group to filter all contacts who have visited any of your Accounts pages.

      1. Use the Contact has visited a page in the last X days condition.
      2. Add page and choose Personal Banking site from the dropdown menu.
      3. Continue and choose Accounts in the content tree and Current account from the available pages.
      4. Confirm with the Select button.

    4. Add another condition, and again, choose Contact has visited a page in the last X days condition.

      1. Add page and, this time, select the Accounts → Advanced account.
      2. Confirm with the Select button.

    5. Add another condition again and choose the Contact has visited a page in the last X days condition.

      1. Add page and, this time, select the Accounts → Premium account.
      2. Confirm with the Select button.

    6. Lastly, Add another condition again and choose Contact has visited a page in the last X days condition.

      1. Add page and select the last page - Accounts → FastTrack savings account.
      2. Confirm with the Select button.

    7. Change the logical operator between the second group of conditions - page visits. Change Applies if: to Any of the following conditions are fulfilled. This way, your visitor needs to see just one page to be added to the contact group, not all of them.

    8. Apply the changes.

  4. Save your new contact group.

The conditions in the new Contact group should look like this:

You can Recalculate your contact group. Xperience will filter the contact database and add every contact that meets the conditions to the group.

Xperience it now: Dynamic contact segmentation in action

Open your website in an incognito window, agree with the tracking, and visit some pages, including one or more Accounts subpages. To recognize your new contact in the Contact management application, submit a form, for example, on the Contact page, but NOT on the Accounts pages. Then check your Prospective Account Clients contact group. You will see Xperience added your test contact.

Once you can see your contact in the group, you can further test how Xperience works with a contact once it doesn’t fulfill the condition anymore. Go to one of the Accounts subpages and fill out the form. Go back to the Xperience administration and reload the contact group. After a few moments, you should be able to see your contact was removed.

Next step

Continue learning about personalizing website content.