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About Web Campaigns
Campaigns are at the heart of providing personalized website experiences that resonate with your users. Using a web campaign, you can personalize various aspects of your website for your users based on their behavior, affinities, preferences, location, or other qualifying criteria.
Web Campaigns and Templates
When you create a campaign, you select a template, complete the inputs available for that template, add qualification criteria rules, and then test and publish the campaign. The published campaign is visible to users that qualify based on the testing and targeting logic you include when you create the campaign. For example, suppose you want to create an infobar promoting free shipping and returns. You create a web campaign, add the infobar template, complete the inputs specific to that template, add any qualification rules, and test and publish the campaign.
Considerations for Web Campaigns
Before creating a web campaign, consider the following:
- Goals—Why are you creating the campaign? What do you want to achieve with the campaign? After considering your business goals, develop a hypothesis, or test, to help you determine how to craft a personalization campaign that supports your goals.
- Audience—Who do you want to target with the campaign?
- Metrics—How do you measure success?
Campaign Types
There are two campaign types:
| Type | Description |
|---|---|
| A/B test campaigns | Splits traffic randomly into different groups based on percentages you define. Each group sees a different campaign experience. |
| Rule-based test campaigns | Follows the rules you define to determine which experience to show to each user. When users match the rules, they qualify for the campaign experience. For example, using a rule-based test, you can target a segment of users who haven’t been to your site in 30 days and show them experience 1. Then you can show experience 2 to users who have been to your site in the past 24 hours. |
Web Campaign Experience
A web campaign experience is the interaction an individual user has with a particular web personalization or activation campaign. You can use experiences to create different personalization results within the same campaign. For example, you can create a campaign for first-time users of your site that shows different copy and images to users from different geographic regions or different industries. Using one campaign, you can create separate experiences, each targeting a different subset of your website users. Then you use rules to control the visibility of each experience.
Web Campaign and Experience Rules
Rules control the visibility of a web campaign, or a campaign experience, for specific audiences. There are many combinations of rules you can use, regardless of the test you use for your campaign.
Campaign Statistics
Personalization automatically generates a campaign statistics report for each web campaign. The Campaign Statistics report tracks the performance of your web campaign in real time and is a great resource for determining optimization opportunities or new campaign ideas. For more information, see Campaign Statistics and Get Statistics for a Campaign.
