Now Available in ShopperSuite!
by Julia Giacoboni, Director of Special Projects
Introducing the new FullThrottle Custom Journey Segments Feature—now available in ShopperSuite.
If you could see in real time not just who is on your website, but exactly what specific pages and products that visitor is looking at, what would you do?
Introducing custom journey segments—a new feature in ShopperSuite that does just that.
What Is a Journey Segment?
Each visitor that lands on your website has a unique journey—not only about how they get there (outlined in the Return on a Spend feature), but also about what they do once they land on your homepage. From viewing specials and featured products to filling out a form on the contact us pages, there’s a lot of content to look at as well as a lot of actions any given user(s) can take.
What journey segments helps to do is illustrate that journey—beyond just hits, users, and general numbers month over month. By labeling and categorizing visitors based on what URL(s) they spend time on while on your site, we can quickly have an overarching view of the key moments in what matters most to a customer in the decision-making process and what is essential to carrying them over the line to completing a transaction.
Each data set provides actual household addresses for each of the viewers of the specific URLs and journeys––so you have a specifically segmented out first-party audience at your disposal.
Keeping track of these journeys across the site helps us understand more about the visitors who embark on them—what pages are critical in the path to purchase, commonalities amongst journeys, and also how we as marketers can better cater to their needs.
How Do Custom Journey Segments Work and What Is the Value?
This feature of tagging and labeling via custom journey segments is more than just something neat to look at. The purpose is to identify and categorize the visitors viewing important pages or products on your website down to the household level. Then, use this breakdown to analyze key points of the user’s activity on the website and provide a transparent, un-biased view of their behavior.
Furthermore, as time goes on and these custom journey segments grow to collect more data, these audiences can be isolated and utilized in additional, more refined campaigns. This opens the door for launching separate promotional activations, uniquely crafted for site visitors within each segment. This provides the ability to run additional, customized marketing with detailed messaging—aiming to further inform households within that journey segment about that specific service or product.
Even better still—activating a custom journey segment is simple, as it is based off the URL structure.
Let’s take, for example, Big City Furniture Store. We want to see all the identified households looking at mattresses on the website. We already have “mattress” easily categorized under the URL BigCityFurniture.com/Mattress. So, the custom journey segment would be “Mattress”. By setting up the custom journey segment, from here on out, we can quickly see all households identified who have visited URLs that contain “mattress” in them.
Currently, FullThrottle offers the capability to activate a maximum of four custom segments at one time—so, choose wisely! We recommend consulting with your digital teams to determine what URLs matter most in the path to purchase and best support the overall customer conversion storyline.
While the turnaround time to set up custom journey segments is minimal, activating a custom segment means it’s on ONLY from that point forward—so, this is NOT a retroactive feature.
Marketing and reporting possibilities suddenly open a new door when you have the capability to use this uniquely detailed household data to guide and power your strategies—down to the specific custom journey segment.
At FullThrottle, our products, services, and features continue to evolve to accommodate a world and industry that is constantly changing.
To see what FullThrottle’s custom journey segments can do for your business, schedule a demo here.