The product a contact last browsed can be identified through the Dotdigital Tag.
Learn more in Add the Dotdigital Tag to your website.
With web behavior tracking enabled for the Tag, and the extended script for products browsed, you can create programs that contain rules based on what pages your contacts have viewed on your site.
Before you start
Things you need to know:
Read our Use abandoned browse article before continuing, so you that you have the necessary data in your account.
Use WebInsight data in a program node
You can use abandoned browse WebInsight data to make decisions in your program.
For example, in the Start node you can choose to only enrol contacts who have browsed a specific product, 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:
You can use data in the WebInsights collection to include contacts who have view a product on your site in the last calendar day.
Number of records is greater than or equal to 1 where product_name is not empty and date_time occurs in the last 1 day.
You can then create an exclude rule using the orders Insight data collection for contacts who have placed an order in the same time frame.
Number of records is greater than or equal to 1 where purchase_date occurs in the last 1 day.
This rule allows you to identify contact who have browsed at least one product on your site very recently, but haven’t made a purchase.
If you don't have order data stored in your account, you can exclude contacts using WebInsight data with a rule based on the page title of your order success page and the session start date.
Once you create a rule, you can build program which enrols the contacts matching your criteria, and sends them your abandoned browse campaign.
You can make an abandoned browse program as simple or as complex as you’d like. The flexibility of the program builder gives you a whole range of options.
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