Some customers have shown interest in a particular product by visiting a product detail page (PDP); however, they did not complete their purchase. If those customers were reminded of those products in which they displayed interest, they may be encouraged to return to the site to complete their purchase.
Segment Creation - PDP Abandoners
This segment includes customers who visited one or more product detail pages, but then did not complete their purchase.
In Zaius, we define this segment using a Behavior path that describes the above situation. Follow the below steps to create your own PDP Abandoners segment:
Create the Behavior
- Navigate to Customers > Behaviors in the top navigation bar.
- Create a behavior path with 2 steps:
- Everyone who matched PDP View at least 1 time in the previous 1 day
- and then did not match Order Item Purchase linked to Step 1 with same Product Id for all time
Let's break down the above behavior steps piece by piece.
Everyone who matched PDP View at least 1 time in the previous 1 day
- Everyone: We begin the segment without limiting it in any way.
- who matched: We want customers who did do this step that we are currently defining.
- PDP View: We want customers for whom we received an event that tells us they visited a product detail page.
- at least 1 time: We are only requiring that customers did this action a single time.
- in the previous 1 day: We are limiting the timeframe of this action to the previous 1 day (i.e., between now and 24 hours before now).
and then did not match Order Item Purchase linked to Step 1 with same Product Id for all time
- and then did not match: We want customers who did not do this step that we are currently defining.
- Order Item Purchase: We want customers for whom we did not receive an event that tells us they completed a purchase.
- linked to Step 1 with same Product Id: We want to further restrict the Order Item Purchase event to only include products that have the same Product Id as the product from the PDP in Step 1.
- for all time: We are limiting the timeframe of this action to any time after the first step.
Create the Segment
- Navigate to Customers > Customer List via the top navigation bar.
- Click the "+ Segment" button.
- Click the "Create a New Segment" button.
Putting this entire behavior path in laymen's terms, we are defining the segment to include: customers who visited a product detail page within the last day that didn't then purchase the item.
Follow the instructions outlined in the Campaign Creation documentation to create and define a campaign for targeting your PDP Abandonment customers.
Additional Campaign Setup Considerations
Priority Compared to Cart Abandonment Campaign
Oftentimes, Cart Abandonment and PDP Abandonment campaigns are created to run in parallel. However, you likely want to ensure that customers who receive a Cart Abandonment communication don't also receive a PDP Abandonment communication. With the above segment definition, it is possible for a customer to qualify for both a Cart Abandonment campaign and a PDP Abandonment campaign.
To solve this, it is advisable to create a prioritized campaign group that ensure customers receive only the more important campaign, which in this scenario would be the Cart Abandonment campaign. The priority order of the campaign group would need to simply be set to:
Due to this circumstance, we'll want to create a prioritized campaign group. The priority order should be as follows:
1. Cart Abandonment Campaign
2. PDP Abandonment Campaign
After your campaign begins sending, you'll want to analyze results. See the various analytics help pages for further information on how to dive into metrics for the campaign. Good places to start: