Content replacement is the most frequently used interaction type by BlueConic customers. You can modify existing content or add completely new content to your site or app with dialogues making use of the content interaction type.
This tutorial will walk you through a very simple example, taking a mundane and poorly written welcome/login message and tailoring it ever so slightly to repeat visitors. Unlike the lightbox tutorial, with this content replacement tutorial we'll also set up some variants and an optimization strategy. Here are the original content and two variants we'll be building:
Before you start, you'll need a defined position that you can modify. You can define channel positions under the applicable channel:
For today's tutorial, we've gone into that area to set up an editable position on the login navigation welcome message for our fake site.
- To get started, head to the Dialogues tab in BlueConic:
- Select “Add Dialogue”, and you’ll be brought straight to the “Who” tab of dialogue configuration.
Enter a name for your dialogue (e.g. “Repeat visitor welcome message”) and use the bar beneath the “Who” tab to select your audience. Today, we'll create a segment on the fly. Select "Create your own segment", and enter "Visits" into the search box. Enter a value of "2" next to "Minimum".
- After making your selection, click the “Where” tab and select the channels/pages you’d like the dialogue to be visible on. For this dialogue, I'm happy with the optimization being displayed on any page in the channel that has the login position I'll be working with. If desired, restrict your dialogue to only appear on specific pages by clicking "Add Rule".
- From there, select the “Interaction” tab and make sure the content plugin is selected in the “Properties” menu at the right. It should be selected by default.
- Click "Add Variant" two times. Variants will automatically be created, giving you three total variants to work with. You will also notice a new "Optimizer" tab is added to the dialogue navigation.
- In the "Properties" menu at the right, additional options will now appear. You may change the name of your variants (tip: give them relevant names, as they will appear in reporting later!), and enable/disable the variants here. Switching between variants can be done with the variant dropdown list that appears in the dialogue navigation (shown above).
- For our example, we're going to keep the default content in one variant as a control, and we'll apply names of "Control," "Exclusive offers," and "To view special offers" to the variants.
- Select the first variant you'd like to work with, and select the position you want to edit. You can do this by hovering over the position in the preview window, or by selecting the position from the list that appears next to the address bar in the preview window:
- Once your position is selected, click 'Edit' and modify the content accordingly. At first you will be in a mini-editor, and you have the options of selecting a larger rich text editor or an HTML editor. If there are any links that should feed data into the optimizer (both links, in our example), be sure to explicitly hyperlink them through the editor by clicking 'Edit' and 'Apply'. This will ensure that the variant receives credit for clicks to these links.
- After each variant has been set up, click the 'Optimizer' tab. From here you will be able to manage the optimization strategy and enable/disable variants. There's a lot of depth in this little area:
The off/on indicators appear as yellow because the dialogue as a whole has not yet been enabled. When enabled, they would turn green and the distribution will be updated to reflect the current distribution based on your selection.
If we use "Rotating", the optimizer will evenly distribute the variants, starting with a random selection and progressing through the order displayed. If we select "Automatic Optimization", BlueConic will automatically distribute variants to maximize your goal metric. We can also choose "Exclusive" to set the distribution manually and make sure that visitors see only one variant, even on return visits.
For more information on the optimizer, please view the video and read the Dialogue Optimization documentation.
- Last step: success criteria! Click "Success" in the dialogue navigation, and enter criteria that translates to a conversion for this dialogue. For our example, if the user logs in we'll consider that a conversion:
Thanks to the documentation on URL entry in BlueConic, we know that, based on the above, any URL that contains taylor-shop.com will be assessed for the word "logout" in the same location that we've been affecting with this dialogue:
- Take the time to review your dialogue using the Journey Simulator before enabling it. You can get there by clicking the "->S" icon next to the address bar in the preview window when viewing a variant, or by going directly through the "Journey" tab in the main BlueConic navigation. Here's what that icon looks like:
- Immediately upon activating your dialogue, you will notice metrics in the Optimizer tab being updated when you access the page. Eager for more data? Head to the insights tab and set up some dialogue insights or variant insights for real-time analysis on your new dialogue!
For future consideration:
Add relevancy to your landing pages based on inbound campaign tracking URLs (set up a query string parameter listener, or use the configured utm_campaign profile property)
Do something similar for new users (e.g. "First timer? Create an account and receive special offers!")
Speak to the individual with profile property info! Any data that you've stored in profiles for your known and anonymous customers or visitors is available to be displayed back to them. Look for this icon while editing your dialogue content:
See more BlueConic use cases.