Use the Dotdigital Tag to track product views, cart activity, and orders, then feed this data into WebInsight segments. With automation programs, you can target visitors who browse product pages but don’t buy, and send them relevant follow‑up campaigns featuring the products they viewed, customer reviews, and complementary items, all without manual intervention.
This use case builds on the abandoned cart email program. See Re‑engage site visitors based on browsing activity to learn more.
Use case
A contact visits your Autumn Offers page, spends several minutes looking at best‑selling products, but leaves without buying.
Your follow‑up campaign could:
Highlight the products they viewed
Include reviews or testimonials to build trust
Suggest related or complementary products
With the Dotdigital Tag, WebInsight, and automation, you can send this campaign automatically — no manual checking or sending required.
Before you start
You need:
Dotdigital Tag installed and active on your site.
See Add the Dotdigital Tag to learn more.WebInsight data available in your Dotdigital account. It is automatically populated when web behavior tracking is active and enabled in your Tag settings.
To capture abandoned browse data (for targeting users who visit but don’t purchase), you need to extend the Dotdigital Tag with additional scripting beyond basic configuration.
Learn more in Extend the Dotdigital Tag for Abandoned Cart and Browse.A segment based on behaviour, for example: Viewed product page but did not purchase.
See Re‑engage site visitors based on browsing activityFamiliarity with creating segments, email campaigns, and programs in Dotdigital.
Step‑by‑step guide to automating product recommendation follow‑ups
Step 1: Create the automation program
In Dotdigital, go to Automation > Programs and select NEW PROGRAM.
Name your program, for example, Browsed Products — No Purchase, and choose a folder.
Learn more in Create a program.
Step 2: Add enrolment rules
Select the Start node, then select SET SCHEDULE and choose frequency.
Under Enrolment rule, select SET RULE and choose a Segment.
Choose your browsing‑based segment, for example: Viewed product page but didn’t purchase.
Under Enrolment limits, select Enrol contacts only the first time they meet the start criteria.
Step 3: Build the product‑recommendation campaign
Drag a Campaign node onto the canvas.
Select or build a campaign containing example components:
Products the contact viewed
Reviews or testimonials for those products
Related or complementary products
Dynamic content blocks populated with WebInsight browsing history
Use dynamic content blocks to populate the most relevant products based on WebInsight browsing history.
Step 4: End and activate the program
Add an Exit node to end the program.
Select SAVE to save changes.
Select TEST to preview journeys and verify that enrolment and dynamic content work correctly.
Select ACTIVATE.
Your program will now send personalised campaigns automatically to contacts matching the segment.
Summary
By combining Dotdigital Tag tracking, WebInsight audience segmentation, and automation programs, you can:
Follow up based on actual browsing intent — not just general interest.
Increase sales through relevant product targeting.
Improve the customer experience with timely, personalised recommendations.
Unlock upsell and cross‑sell opportunities while keeping campaigns focused on audience needs.
Measure and optimise:
Track key metrics such as open rate, click‑through rate, and conversion for each recommendation campaign. Use your performance data to refine product selection rules and adjust send timing, maximising the impact of your automation over time.
Expand your automation journeys
You can adapt this method to:
Retarget contacts interested in a product category who didn’t complete a form or download.
Engage visitors who repeatedly view the same product or service — send deeper content or incentives.
Combine with OrderInsight data to exclude customers who already purchased.