Campaign Strategy

Lisa Fockens Updated by Lisa Fockens

Using Wisp effectively comes down to understanding your customer journey and introducing the right content to help advance your visitors through your funnel. This means thinking about what information you'd like your visitors to see based on where they are in their customer journey and what you know about them.

Wisp lets you target visitors based on 3 categories of attributes:

  • Acquisition: Where did the visitor come from? Was it an ad, search, or email marketing. Make a relevant notification for them since we know what compelled them to go to the site in the first place.
  • Behaviour: What is the visitor doing on your site? How often or when did they last visit? What pages are they viewing? Are they adding product to cart? Make notifications that you think will benefit the people that did a specific action to help nudge them on to the next step of the customer funnel.
  • Relationship: What is the visitors history with your brand? Have they ordered before? How much did they spend? When did they order last? Make a notification that honours their loyalty to your business.

Tip: It's possible to use too many notifications. Humans expect notifications to be relevant and personal, so how can someone get 10 relevant and personal notifications when they just came to a site for the first time? They'll be suspicious - I would be too!

Instead, follow this guide to match notifications with the stage of the customer journey. That way you're deliberate and meaningful. A good rule of thumb should be to keep the limit for new notifications a visitor might get to around 3.

What if a visitor doesn't check their notifications on one visit and they start to pile up? Use the Disappearing Notification option to remove a notification from their feed if they no longer match the audience criteria.

Remember, it's not about how many notifications they get. It's how relevant and helpful they are.

Let's say your typical customer journey looks like this:

  1. Visitor clicks on an ad.
  2. While on the website they look at a few different pages and leave empty handed.
  3. Sometime later they see a retargeting ad and come back.
  4. This time they add product to their cart but don't complete the checkout.
  5. Maybe they left their email at a previous point and click the CTA in an email campaign and return.
  6. They complete their checkout.

While this might be over simplified, we can use it to highlight how a customer journey can help us strategize our campaigns. Corresponding with each of the above, here are some ideas:

  1. Visitor clicks on an ad.
    1. Since this is their first visit, welcome them and introduce your feed. This will help create the expectation that their feed has useful stuff for them! Be sure to tell them how you plan to use it. Use Visits equal 1 as the rule so that visitors only get the notification if it's on their first visit.
    2. Capture their email! Offer a discount if they leave contact information so that even if they don't buy something, your marketing list will be strengthened. Use the Newsletter campaign for this. It will even let you create a single use discount code for anyone that completes the call to action.
    3. The visitor clicked an ad because something connected with them. You should know what the ad was, so use a UTM parameter to share content that lets them learn more about the product they were motivated to look at. Maybe the ad takes a visitor directly to a product display page - that's great! Do you have a blog post that's complimentary to the product? Share it here!
  2. While on the website they look at a few different pages and leave empty handed.
    1. Did they visit any interesting pages like the About Us or Shipping information? You can use the URL rule to send a notification based on what page they visited. This is another great chance for you to share content with them.
  3. Sometime later they see a retargeting ad and come back
    .
    1. Here's another chance to repeat what you did in 1-C. Bridge the ad with your website by sharing something relevant.
    2. Since this is now their second visit, tell them how much you missed them and give them an update on what's new since they last came! Use the same rules at 1-A, but this time set the number greater than 1.
    3. Email isn't the only way to create an offsite relationship. Use the Instagram integration and Instagram Post to share your most recent post and encourage people to follow you! Then you can engage them in their feed.
    4. Where in the world are they, and do you have anything special to say to them based on that? Maybe a certain country has same day shipping or maybe you have a product made where they're from. Use the Country rule and send a notification to only visitors from that country.
  4. This time they add product to their cart but don't complete the checkout.
    1. Maybe you can change the course of destiny and get their checkout completed by letting them know about free shipping thresholds. Achieve this by using the Cart Value rules and set a minimum and maximum value. That way if a customer has over a certain value in their cart, but not enough to get free shipping, they'll get the notification to let them know how close they are.
  5. Maybe they left their email at a previous point and click the CTA in an email campaign and return.
    1. Use the UTM parameters in the call to action and treat it just like an ad. Anything you can do that shows the visitor that you want to provide a relevant experience will be helpful.
    2. This is a new visit - think about what the visitor should see on visit number three that's different than visit 1 or 2. They're showing a lot of intent by this point, so what if you already starting thinking about them as a customer - do you have a loyalty program you want to tell them about that might nudge them across the finish line? Use the Visit Count rules.
  6. They complete their checkout.
    1. Great work! I bet they'll come back to check on order status, or maybe they'll stick around on the site after their purchase. Use the Order rules to send a notification to thank them for their purchase, and let them know how they can stay up to date.

We all know the customer journey isn't a one size fits all. Not just merchant to merchant, but also customer to customer. From ads, to email marketing, to checkout optimization, every touch point can benefit from a deeper understand of what your customers do. This means finding patterns among you best visitors, and even your worst visitors. That way you can nudge them on track, and make their journey look more like one that's favourable for your goals.

Do you have an idea that you'd like some help with? We're happy to help craft the right campaign to get your customers attention at the best moment possible. And if we can't do it, it'd be great to learn more and see if new rules should be added to our road map.

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