Engagement level segment criterion

Defining a segmentation criterion means selecting a segment already created in the Audience Manager or creating a new segment. Creating a new segment is creating a set of visitors with shared characteristics based on transactional behavior, browsing behavior, or psychographics. 

Only visitors who meet these criteria will see the changes configured in the test or personalization variations.

The Transaction tag must be implemented on your website. For more information, please refer to Installing the transaction tag.

Principle

The Engagement level segment criterion enables you to restrict the visibility of a campaign to visitors based on their engagement on your website.

This criterion is based on data from the AB Tasty Universal collect. Depending on the behavior of visitors to the website, AB Tasty is able to categorize them into four categories. 

Visitors who recently visited the website will be evaluated. The association of the VisitorID and the segment will be stored and remain available for actual segmentation when they visit the website again. After the second visit to the website, the visitor can be categorized.

These automatically built-in models help you increase the engagement level of your visitors by pushing messages or special offers via a campaign.

The category to which the visitor has been assigned is not definitive. It will change over time depending on their actions on the website. The category affectation will not change during the visit but will be updated after the next visit.

Criteria

The criteria used to build the user categories are based on the browsing history of the visitor (first time visitors accounted for).

This corresponds to the user’s sessions in the 200 days before their last sessions, including these. That is to say in the last 7 months.

Criteria	Explanation
visitNumber	The number of sessions performed by the user.
highest amount of time on site in one session	The highest amount of time spent by the user during his last sessions.  For example, if the user had 3 sessions: one session lasting 4 minutes, one session lasting 2 minutes, and one session lasting 15 minutes, the value of this metric will be 15.
average time on site per session	The average amount of time spent by the user during his last sessions. For example, if the user had 4 sessions: one session lasting 4 minutes, one session lasting 2 minutes, one session lasting 15 minutes and one lasting 3 minutes, the value of this metric will be 7.  Another user that would have had 3 sessions of 5,7, and 8 minutes would have the same average of 7, but not the same highest time.
highest number of pageviews in a session	The highest number of pages viewed by the user during his last sessions.  For example, if the user had 3 sessions: one session where he saw 4 pages, one where he saw 2, and one where he saw 15, the value of this metric will be 15.
average pageviews per session	The average number of pages viewed by the user during his last sessions. For example, if the user had 4 sessions: one session where he saw 4 pages, one where he saw 2, one where he saw 15 and one where he saw 3, the value of this metric will be 7.  Another user who would have had 3 sessions of 5, 7, and 8 pages viewed would have the same average of 7, but not the same highest number of pageviews.
ratio of bounces of the user	Percentage of sessions of the user that  bounce. For instance, if the user had 3 sessions, one session with multiple pageviews, another session with multiple pageviews, and one session which is a bounce (1 pageview), the ratio of bounces will be 33%.
count of transactions made by the user	The number of transactions made during the last sessions of the user. For instance, if the user had 3 sessions: 2 with 0 purchases and 1 with 1 purchase, the count of transactions will be 1. This feature is useful to spot Loyal visitors who tend to have a low transaction ratio because they often visit the website without buying. But at the end, they are still buying a lot more than other visitors.
ratio of transactions	Number of sessions with one or more purchases divided by the total number of sessions.
average number of hits by session	The average number of hits recorded during the visitor’s last sessions.

Categories

The algorithm creates 4 categories based on the criteria listed above:

Segment name	Description
Disengaged	Visitors who either have bounced or have very little interaction on your website. Bouncing visitors are visitors who enter a website and then leave (“bounce”) without visiting any other page within the same website.  This is the lowest level.
Wanderers	Visitors who are mildly engaged on your website but do not convert or transact.
Valuable	Visitors who are engaged and have converted at least once compared to the overall traffic of the website.
Loyal	Most engaged and highest converting visitors compared to the whole traffic of the website. This is the highest level.

Accessing the segment criterion

To access the segment criterion, apply the following steps:

1. In the Targeting step of your campaign, click Who will see the test / subtest / scenario.
2. Select Create new segment from the drop-down list:
   A screen appears.
   OR
   In the Audience Manager, click New segment > From blank.
3. Click the Browsing behavior category.
4. Drag the Engagement level criterion and drop it into the middle section.

Implementation

You need to have already defined your target pages and created a user group in order to implement.

To configure the Engagement level criterion, apply the following steps:

1. Select the type of category in the Select drop-down list: Loyal, Valuable, Wanderers or Disengaged.
2. Click Add value to add another category and select it from the drop-down list. The OR selector is added automatically.
3. Save your targeting.

You can add the four categories at the same time.

Configuration example

TARGETING GOAL	Visitors who bounce or have very little interaction on your website.
CRITERION CONFIGURATION	Visitors are: Disengaged
MARKETING STRATEGY	Showing sales or promotions to this category of users in order to make them stay on the website for longer.

TARGETING GOAL	Most engaged and highest converting visitors.
CRITERION CONFIGURATION	Visitors are: Loyal
MARKETING STRATEGY	Suggesting more expensive trips to visitors who have already booked trips in the past year.

TARGETING GOAL	Visitors who are mildly engaged but do not convert or transact.
CRITERION CONFIGURATION	Visitors are: Wanderers
MARKETING STRATEGY	Offering a coupon code to visitors for their first purchase on your website.

TARGETING GOAL	Visitors who are engaged and have converted at least once.
CRITERION CONFIGURATION	Visitors are: Valuable
MARKETING STRATEGY	Offering a one-year loyalty program to Valuable visitors in order to retain them.

Related articles

Defining your audience

Defining target pages

Installing the transaction tag