As an add-on package, SiteSpect Enhanced Analytics combines two powerful tools to fortify and finely tune campaign data:
  1. Outlier Data: To identify and mitigate anomalous data that can skew data-driven decision making.
  2. Real User Monitoring (RUM): Capture & analyze actual user interactions and layer performance metrics into any campaign report.
For more information visit sitespect.com/analytics.
SiteSpect is CCPA Compliant. The California Consumer Privacy Act (CCPA) is a state statute intended to enhance privacy rights and consumer protection for US residents of California. More information about SiteSpect’s CCPA support is located on our Customer Notice On EU GDPR and CCPA Support page.SiteSpect will dedicate resources to the equivalent of a full-time employee to work with your team at your offices.SiteSpect will dedicate resources to the equivalent of a half-time employee to work exclusively with your team across any of the professional services.SiteSpect will dedicate resources to the equivalent of a full-time employee to work exclusively with your team across any of the professional services.SiteSpect provides on-site training sessions custom designed especially for your business and IT teams to help you achieve your business goals.SiteSpect has a curriculum of training modules and best practices that you can take advantage of to increase your team's adoption and mastery of the user interface.We offer training to get you up and running quickly, including test building courses & analytics interpretation.Take advantage of SiteSpect's premium help and knowledge portal where you will find FAQs, how-tos, and detailed step-by-step instructions for successful use of the SiteSpect platform.We offer monthly webinars on SiteSpect featured functionalities and best practices for increased value and success.Identify additional testing and personalization opportunities from the results of past campaigns.Our professional services team will work with you to create visualizations to demonstrate how SiteSpect affects your revenue.Optimization Consultants will provide full analytical reports on campaign performance, highlighting KPI impact, segment analysis, and key insights.Optimization Consultants will show you the best way to get the most out of your traffic across a large number of tests and personalization campaigns.Learn how to track and monitor running tests and personalization campaigns.Learn best practices for efficiently creating and executing tests and personalization campaigns.Design, develop, and optimize all of the components for your program.Learn how to structure experiments to maximize learning and efficiency. A/B vs. MVT, Controlled Experiments vs. Personalization.Add a workflow tool to integrate your prioritization and team workflow directly into SiteSpect.Your Optimization Consultant provides best practices and process recommendations for running a high functioning optimization program.SiteSpect will provide guidance and support for making decisions regarding scheduling tests in order to maximize efficiency and generate as much learning as possible as efficiently as possible.Working with key stakeholders in your organization, SiteSpect will provide test ideas that improve the customer experience and move the needle on your key performance metrics.Your Optimization Consultant will provide best practices for creating data-driven hypotheses that answer key business questions.Based on our experience and your analytics, your Optimization Consultant will help you identify optimization opportunities and establish a workflow for collecting and managing input from across your organization.Provided by your SiteSpect Optimization Consultant who understands your business objectives and works with you to achieve your testing goals and increase ROI.Number of hours SiteSpect professional services representatives will work on strategy, creation, or analysis for your optimization program.Enforce an optimization workflow with campaign administrators, builders and read-only roles.Custom integration with 3rd party tools such as Adobe Analytics, Google Analytics, CrazyEgg, Hotjar and more.Build and optimize the customer experience on iOS and Android apps. Build experiences visually, directly on your mobile device, leverage our SPAs or use API only solution.Leverage Custom Variables to capture dimensions about users, such as products purchased, categories viewed and items searched.Isolate users in single Campaigns or allow them in multiple overlapping experiences.Create a unified customer experience by connecting experiences for recognized users across devices.Automate your optimization program through our API: http://developers.sitespect.com/Test and deploy server-side functionality with on/off switches or progressive rollouts. Leverage cookies, headers or parameters for feature flagging. Test and optimize your CMS, recommendation engine, and other vendor tools.Leverage our SPA SDK to test and optimize your Single Page Application. Support for major frameworks such as Angular, React, and others.Modify the source code of pages on the fly with Regular Expressions, with zero impact to performance. Replace, remove, add in new functionality before pages are rendered in the browser.SiteSpect offers a number of capabilities for effective front-end testing. Use Visual Editor or Regular Expressions to modify source code, support SPA frameworks, define pages for reusability in tests, and minimize performance hits for users and servers.Use point-and-click actions to modify text, images, buttons, promotional banners, and styling. Create, move, rearrange, hide, and track behaviors across channels. Works with SPAs out of the box, such as React and Angular.Push winning Variations to all traffic to benefit early from wins. Push hot fixes your website to quickly resolve issues, to all traffic or segments of users.Respond to real-time alerts and in-product messages to proactively manage your campaigns. Known when a campaign has a winning variation, is hurting conversion, does not have any recent visits, or is disabled.Quickly analyze and understand relevant campaigns and outcomes. Measure conversion, KPIs, user actions, events, conversion funnels, and other key user interactions in our comprehensive dashboard.Personalize the experience for mobile devices, geo location, user types, and user behaviors. Build your own Audiences to align with your key segments of users and leverage your Data Layer.Experience our proxy architecture built from the ground up to avoid flicker and ensure fast experience delivery across desktop, tablet, and mobile devices.Training to get you up and running quickly, includes test building courses & analytics interpretation.Dedicated optimization consultant for strategic and tactical guidance. Your GoLive Report is a success plan to get your team up and running, including website audit, test ideas and optimization roadmap. You will also get ROI (return on investment) modeling backed by Forrester.Depending on which package there are countless tests, segmentations and optimizations within your control across almost any digital touchpoint.Run as many Campaigns as you want.Our optimization experts work with you to recommend 10 impactful test ideas to improve customer experience and impact your bottom line, and build 10 Campaigns so you can quickly benefit from our platform.Directly ingest SiteSpect traffic logs into your monitoring infrastructure to diagnose underperforming applications/servers and identify site errors in near real time.SiteSpect sends a sample of log data to Logz.io, a log visualization service. This service offers full flexibility to view and analyze logs relating to traffic health and routing. Your network operations center can also use this service to build your own visualization and dashboards or integrate into existing systems.SiteSpect is GDPR Compliant. The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collecting and processing personal information of individuals within or who are citizens of the European Union. More information about SiteSpect’s GDPR support is located on our Customer Notice On EU GDPR Support page.SiteSpect is HIPAA ready, which saves you time when you use SiteSpect in your HIPAA-compliant environment. SiteSpect obfuscates and encrypts visitor behavior and does not store any personal data. SiteSpect also offers on-premise and other deployment models to guarantee personal data never leaves your datacenter.SiteSpect supports Single Sign-On (SSO) authentication through Active Directory and SAML. SSO allows you to centrally manage SiteSpect permissions and login credentials. It also makes it easier for SiteSpect users to quickly log in and switch between their applications saving time and improving productivity.Restrict user access to SiteSpect by IP address.Restrict access to your websites by IP address. Create lists or ranges of IP addresses that allow trusted (whitelisted) users to access your websites or prevent access from disallowed (blacklisted) users.Two-Factor Authentication, also known as 2FA, requires not only a password and username but also something that only a user has access to, such as a token. Using a username and password together with a token makes it harder for potential intruders to gain access to SiteSpect.SiteSpect complies with both the EU-US and the Swiss-US Privacy Shield Frameworks. SiteSpect certifies that it adheres to the Privacy Shield Principles with respect to personal data. More information about SiteSpect’s Privacy Shield support is available on our Business Services Privacy Policy - GDPR and Privacy Shield page.SiteSpect includes a complete history of every user action. Quickly undo changes in the audit history list and audit any change as part of your change management process.SiteSpect maintains the privacy of all customer data by ensuring no test data is exposed and that data is not grouped with or shared with others in any way.SiteSpect leverages Alert Logic to monitor and track security vulnerabilities. This provides you with an additional line of defense as we will notify you of any detected threats or attacks on your website.SiteSpect supports nine different permission levels that provide control and configurable access. Set view and edit permissions on a per user basis for building, managing, and analyzing campaigns.SiteSpect fully supports encryption for all types of in-transit data such as end-user content, SDK and API transmissions, and business user data. We also support testing on HTTP and HTTPS websites.

Part 3/6: What Experience Should You Show A User

March 12, 2020

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Welcome back to my blog series, “5 Questions You Need to Answer to Optimize an Experience.” If you missed the first two, you can find them here, “Five Questions You Need to Answer to Optimize an Experience,” and here, “Who is the User.” In this blog, I’m tackling Question Two: What experience should you show a user?

The experience you show a user depends on how much information you were able to gather about them when you answered the question, Who is the User? With that information, you can map each user to the right experience. Let’s look at some of the nuances of assigning experiences to different users.

Align User Experience with Marketing

A big part of delivering the right user experience at the right time is matching your site or app to your marketing campaigns. If a user has seen emails, social media posts, targeted ads, or printed advertising, they are in a marketing segment. Outbound marketing groups can have anywhere from 5 to 100 different user segments each requiring a different user experience. The question then becomes, Do you know which ad they saw, and can you map them to a consistent experience now? 

If the user is coming directly from an online ad, social media post, or an email, capturing aspects of the referral URL and parameters is a quick way to make sure you can map them to the right experience moving forward. For example, say you work for a shoe retailer, and you are running several campaigns. One features athletic shoes, another formal shoes, and a third sandals. Each of these ads will contain a link to your website homepage, however, each link will feature different parameters. For example, you might be working with:

  1. www.example.com?utm_source=ig&utm_medium=social&utm_campaign=athletic
  2. www.example.com?utm_source=ig&utm_medium=social&utm_campaign=formal
  3. www.example.com?utm_source=ig&utm_medium=social&utm_campaign=sandals

All of these links refer to the homepage of www.example.com. However, based on these links, with a testing or personalization tool (like SiteSpect) you can create a different experience — essentially three different homepages. 

Note that this works not just for marketing. You may have user segments that live in other parts of your organization. If your ecosystem offers a data layer that dictates a user’s segment and appropriate experience, you need to respond to that direction and have the direct mapping setup between predetermined segments and their corresponding experience. 

Rules for Your Algorithms to Provide the Right Experience

When implementing targeting or personalization, you may use rules or algorithms. Rules are broader, for example: If a user comes from Facebook, give them experience A. Algorithms are dynamic, and adjust to target each individual. For example, perhaps you have different combinations of featured items that could appear on your homepage. An algorithm would be able to adjust for instances like:

  1. User A clicked on an ad for formal shoes, and in the past she has bought athletic shoes. Her homepage may feature formal shoes in the hero image, but also simplified navigation, or size comparisons to athletic shoes.
  2. User B clicked on an ad for sandals, and is a first-time visitor. He may see sandals featured in his hero image, and see a first order discount offer.

Addressing every micro-audience with the desired experience with a “set it and forget it” algorithm can be captivating. With smart algorithms in place, you can automate a lot of the work behind answering the question, What experience should I show the user? 

When using these types of auto-optimization techniques it’s important to pay attention to a few details. First, make sure that certain combinations of images and copy that don’t make sense are off limits. (Ex. User A shouldn’t see a first order discount and a “Welcome Back” message). After that, it’s important to know what happens when a user jumps from one segment to another. If a user has been offered a promotion and then does something in session that makes you believe they actually should have been in a different promotion, you want to control the transition between those promotions. Often the best time to switch that experience is in the next session, not the current one. 

1-1 Personalization Isn’t Out of Reach

Finally, when we’re discussing what experience to best show each user, we have to address the trend of 1-1 personalization. This term has been used a lot recently and it’s good to understand what it really means. Creating all the images and copy for a given experience takes a lot of effort. Creating a unique version of a hero image for a landing page for every user, for example, is usually not where you are going to get the best return on your investment to drive conversion. So 1-1 personalization does not mean creating truly individual experiences for each user.

Instead, for 1-1 personalization, typically we are talking about combining personalized product recommendations with a targeted segment for images and copy. In other words, it’s more about dynamically combining your available content to suit the user in the moment. The user first gets mapped to the correct segment — usually algorithmically — and any products shown throughout the customer journey are personalized. This gets you the unique 1-1 experience without spending too much time and effort on the diminishing returns of creating images and copy. 

 

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Justin Bougher is the VP of Product at SiteSpect. He has a background in Product and Business Management with enterprise companies such as Walmart. He is based in Boston.

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