Targeting based on purchase frequency

Defining an audience for one of your campaigns means creating a group of users and assigning targeting criteria to them.

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

Principle

The Purchase frequency targeting criterion enables you to restrict the visibility of a campaign to visitors based on the frequency of the purchases made within a defined period of time.

You can also refine targeting by adding advanced criteria, thus defining the purchase frequency as a function of the:

• payment method;
• delivery method;
• SKU code of the product;
• product category;
• transaction amount;
• coupon used.

The Purchase frequency criterion is based on the transaction tag, which enables you to collect specific information on the buying patterns of users and is linked to the new collection.

Accessing the targeting criterion

To access the targeting criterion, apply the following steps:

1. Select Custom audience from the drop-down list.
2. Click Add a criterion.
3. Select Purchase frequency.

 

 

Implementation

You need to have defined your target pages and created a user group beforehand.

To configure the Purchase frequency criterion, apply the following steps:

1. Go to the list of targeting criteria, place your cursor on Purchase frequency and click Add.
2. Select the type of interval from the first drop-down list: more than or less than.
3. In the Purchase(s) field, manually enter the number of desired purchases.
4. Select the interval from the second drop-down list: The last, more than or between.
5. In the Day(s) field, manually enter the value(s) depending on the chosen interval.
6. Save your targeting.
   
   

For data confidentiality reasons, you cannot target visitors who made purchases more than 365 days ago.

Advanced targeting

To access advanced targeting criteria, apply the following steps:

1. Click Add a variable.
2. Select the type of variable from the drop-down list: Payment method, Delivery method, SKU code, Product category, Amount, Coupon.
3. To add another variable, click Add a variable again. The AND selector is added automatically.
   
   
   

For extremely precise targeting, you can combine all 6 variables.

Variable type	Use
Payment method	The payment method used by the buyer (credit card, PayPal, gift card, etc.).
Delivery method	The delivery method chosen by the buyer (regular mail, pick-up location, in-store pick-up, etc.).
SKU code	The product’s unique code.
Product category	The category of the product purchased.
Amount	The transaction amount in numbers. The currency used here is the one configured for your website.
Coupon	The possible use of a coupon by the user or its title.

The chosen criteria apply to all purchases.

Based on payment method

To target a purchase based on the payment method used, apply the following steps:

1. Select Payment method from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter a payment method (credit cart, PayPal, gift card, etc.).

Based on the delivery method

To target a purchase based on the delivery method used, apply the following steps:

1. Select Delivery method from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter a delivery method (regular mail, pick-up location, in-store pick-up, etc.).

Based on the SKU code

To target a purchase based on the product’s SKU code, apply the following steps:

1. Select SKU code from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter the code that matches the product you want to include or exclude from targeting.

Based on the product category

To target a purchase based on its product category, apply the following steps:

1. Select Product category from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter the category of the product you want to include or exclude from targeting.

Based on the amount

To target a purchase based on the product price, apply the following steps:

1. Select Amount from the first drop-down list.
2. Select between, more than or less than from the second drop-down list.
3. In the Currency unit(s) field, manually enter an amount in figures.

The currency used here is the one that is used on your website.

Based on the coupon

To target a purchase based on the coupon used, apply the following steps:

1. Select Coupon from the first drop-down list.
2. Select matches, does not match, was used or was not used from the second drop-down list.
3. For the first two options, manually enter the exact coupon title in the Coupon code field.

Configuration example

TARGETING GOAL	All visitors who have made more than two purchases with in-store pick-up over the last two months.
CRITERION CONFIGURATION Last purchase	Value: more than Number of purchases: 2 Interval: Less than Number of days: 60
OPTION Add a variable	Variable: Delivery method Setting: matches Value: In-store pick-up

TARGETING GOAL	All visitors who have made at least ten purchases over the last twelve months.
CRITERION CONFIGURATION Last purchase	Value: more than Number of purchases: 10 Interval: Less than Number of days: 365

TARGETING GOAL	All visitors who have made at least four purchases in the Kitchen category, spending at least €50 over the last three months.
CRITERION CONFIGURATION Last purchase	Value: More than Number of purchases: 4 Interval: Less than Number of days: 90
OPTION Add a variable	Variable: Product category Setting: matches Value: Kitchen AND Variable: Amount Setting: more than Value: 50

TARGETING GOAL	All visitors who have purchased at least three products using a coupon between the last six months and the last twelve months.
CRITERION CONFIGURATION Last purchase	Value: More than Number of purchases: 3 Interval: Between Number of days: 180 and 365
OPTION Add a variable	Variable: Coupon Setting: was used

Related articles

Defining your audience

Defining target pages