The product a contact last browsed can be identified through our extended Web behavior tracking script. Using the extended script and its support of custom values, you can create programs that contain rules based on what your contacts have previously browsed.
Before you start
Things you need to know:
Read our Use abandoned browse article before continuing, so you know what’s required.
Use WebInsight data in a program node
You can use abandoned browse WebInsight data to make decisions in your program. For example, you can choose to only enrol contacts in a program who have browsed a specific product using a rule in the Start node, or you can use a Decision node to send different campaign content to contacts based on their browsing behaviour.
Learn more in the Program nodes section of our Help Centre.
Here’s an example of a rule you can create:
If you don't have order data stored in your account, you can exclude contacts using WebInsight data. This is based on the page title of your order success page and the session start date.
Once you create a rule, you can build a basic program path like this one:
Program design considerations:
The web behavior collection’s custom fields are populated with a product
Session recency
Purchase recency
Overlap with any abandoned cart program (with cart emails taking priority)
Potential email send volumes may dramatically increase
Segments should be created to give an indication of the daily rate
Appropriateness of a second email in the journey — browse abandonment is a very low indicator of purchase intent