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Engage with the most qualified visitors

 

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Congratulations! You have successfully implemented iAdvize on your website. You have already chatted with your first visitors and you are starting to analyze your performance. 

After a while, you realize that not all of the conversations you have with visitors are relevant for your business. Thus, you want to focus your efforts on a particular group of visitors or you decide to update your objectives. And you are at the right place to do so. Let's find out how you can adapt your strategy and interact, in priority, with the most interesting visitors for your business. 

Qualifying conversations means displaying iAdvize to a selection of visitors who are more likely to initiate contacts. Therefore, it means increasing your response rate.

This strategy partially conflicts with the strategy consisting in increasing your volume of contacts.  As the volume of contacts increases, you target more visitors and, potentially, less qualified conversations. 

Before adapting your iAdvize strategy, there is one thing you need to do. You need to identify the web pages which generate more value on your website, according to your objectives of course. This step is crucial for you to detect your most relevant and less efficient targeting rules. 

Once you've completed this step, you can adapt your strategy performing some of the following actions: 

1. Targeting visitors with high potential more finely

Display later on the least value-creating pages


Under Engagement > Campaign :

  1. Identify the targeting rules associated with the perimeters of your site that generate the least amount of value based on your objectives. For example, for a ROI oriented strategy, the FAQ page would be less likely to trigger a conversion in a visitor.

  2. Edit the targeting rules corresponding to these perimeters by clicking on the pencil on the right.

  3. Change the title* of the rule to replace the indicated time with the one you want to set.

  4. Increase the trigger time for rules that have the least value added to your goals. To define the trigger times, you can for example use your measurement of the average time spent on the pages of your site.

  5. Save.


*title: It is essential that the title of a targeting rule be as precise as possible and correspond well to the targeting criteria of the rule. Indeed, this will help you to better find your way among the targeting rules in the Engagement section and to better understand the performance indicators in the Reporting section

In fact, we strongly advise you to use the following nomenclature

Title = Target Scope - Method of Engagement (BFL, CBX, INV, BFX) - Triggering time - User browsing device

Example : Homepage - BFL - 15s - Mobile
Example : Fragility: tunnel abandonment - INV - 0s - Desktop/Tablet

Note: If your site is responsive, the targeting rules are separated for visitors browsing with a mobile or computer / tablet. Indeed, the display area is smaller on mobile and therefore the buttons have a different design. Moreover, in Reporting this also allows you to separate the statistics by device type when you filter the metrics by targeting rules.


Delete/deactivate irrelevant and "polluting" rules

Under Engagement > Campaigns :

  • Edit the campaign and deactivate the rules you have identified by clicking on the switch button.

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Contextualizing proactive messages pushed in chatboxes

Under Engagement > Campaign :

  1. Edit targeting rules in the tunnel (for example) that display a chatbox (CBX or MSG), by clicking on the pencil on the right. It is possible to filter these rules by typing and selecting "Send a message" in the search bar at the top right.
  2. Customize the message. For example, on the tunnel, push the message "Hello, I am available to help you finalize your order. Do you have a question?".
  3. Save

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Further segmentation of the strategy


Under Engagement > Campaign : Create a new targeting rule Créer de nouvelles règles de ciblage. For example : "Homepage - visitor back within 72h - BFL - 5s - Desktop/Tablett".

 

Checking targeting partitioning and correcting potential overlapping rules


Under Engagement > Campaign :
 separate targeting rules on distinct perimeters. Cases where two rules are triggered on the same page and with the same methods of engagement should be avoided and eliminated.

Adjusting the thresholds and points awarded for a scoring strategy

*scoring: strategy based on visitor behavior, as opposed to a static strategy where iAdvize is always present on the defined pages. The choice of one or the other of these methods varies according to the flow of visitors to the site, the construction of the site, your objectives, the advisors available, etc. In particular, scoring is more suitable if visitor traffic is high and the site is complex.

  • Adjust thresholds if certain criteria are not segmented enough. Under Engagement > Campaign

    1. Edit the targeting rule by clicking on the pencil on the right.
    2. Reduce for example the criterion "Minimum basket amount" on the tunnel from 50€ to 70€. 
    3. Change the title of the rule by replacing "50€" by "70€".
    4. Save.
  • Decrease the points awarded to more finely detect visitors with potential. Under Engagement > Campaign

    1. Edit the targeting rule by clicking on the pencil on the right.
    2. Decrease for example the score of the scenario "Basket Passage - +20pts" on the tunnel by increasing it from 20 points to 15 points. 
    3. Change the title of the rule by replacing "+20pts" by "+15pts".
    4. Save the rule. 

2. Meeting the needs of visitors

Intervening on "cases of fragility"


Under Engagement > Campaign :

  1. Create a new targeting rule by clicking on the green "+" button in the top right corner

  2. Configure a rule that triggers an invitation immediately when a visitor leaves the tunnel: "Fragility: tunnel abandonment - INV - 0s - Desktop/Tablet". The criterion "Previous page address - contains - URL" can be used with the tunnel url. Don't forget to define the title of the rule and to create an invitation if needed.

  3. Save the newly created rule.

  4. Distribute the rule. An orange dot is displayed if the rule is not distributed.


IMPORTANT : the display of an invitation (or chatbox) is limited to once per visitor session (30 minutes). A visitor will therefore not be able to see other invitations (and chatboxes) from the other rules afterwards.

Finally, since the size of the display area is smaller on mobile phones, it is not advisable to create rules that display a chatbox or invitation for visitors using a mobile phone.

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Engager sur la page contact


Dans Engagement > Ciblage > Site internet

  1. Create a new targeting rule by clicking on the green "+" button in the top right corner

  2. Configure a rule: "Contact - BFL - 15s - Desktop/Tablet". The criterion "Previous page address - contains - URL" can be used with the tunnel url. Don't forget to define the title of the rule.

  3. Save the new targeting rule

  4. Distribute the rule. An orange dot is displayed if the ruler is not distributed.

  5. Do the same to create the rule : "Contact - CBX - 15s - Desktop/Tablett".


Finally, since the size of the display area is smaller on mobile phones, it is not advisable to create rules that display a chatbox or invitation for visitors using a mobile phone.

3. Measuring contact qualification

To measure the effectiveness of such a strategy, the response rate of a strategy must be assessed.

Response rate = number of contacts / (divided by) number of postings. Both data are available in Reporting > Contacts - Activity > Filter by targeting rules.


The higher the response rate, the finer the strategy. Indeed, this means that we were able to offer support to visitors who had a real need to contact an advisor.

The order of magnitude of such an indicator depends of course on the sector of activity, the volume of visitors, the availability of advisers, the strategy put in place, etc.

As a reminder :

  • A trigger occurs when a visitor has met the conditions of a targeting rule.
  • A display occurs when a targeting rule has been triggered and the visitor has seen a button / chatbox / invitation on the site.
  • A contact occurs when the visitor engages a chat, call or other asynchronous channel.