Introduction to Wingify Web Personalization

Wingify Web Personalization is a comprehensive personalization tool that allows you to apply definite changes that are to be targeted specifically to different cohorts. Through Wingify Web Personalization, you can create multiple experiences, define targets (cohorts or visitor segments), and assign multiple experiences to each target in one campaign. This allows you to reuse experiences for various different visitor segments. Additionally, you can use the Personalize Holdback feature to reserve a portion of your website traffic as a control group and hold back the personalized experience for this group. If enabled, the control group would see the default experience, while the remaining traffic would see the personalized experience. This feature helps you measure the true impact of your personalization campaigns by comparing the collective performance of the personalized experiences against each other as well as against a baseline. Furthermore, when certain cohorts qualify for more than one segmentation condition, you can also configure the prioritization of the targets as you desire.

Let’s say you want to boost conversions on your e-commerce site by personalizing experiences for key targets or visitor segments. The targets include:

• Cart abandoners
• Loyal customers
• New visitors

To boost conversion rates, you want to test multiple experiences that include:

• Experience A: 10% discount banner
• Experience B: Best-seller product recommendations
• Experience C: Thank you message with early access

Additionally, you want to hold back the personalized experiences for a control group so you can measure their collective performance against the default experience. You can combine and configure these use cases through a single Web Personalization campaign.

For example,

• Cart Abandoners are shown Experience A (discount) and Experience B (reccos).
• Loyal Customers get Experience B (reccos) and Experience C (early access).
• First-time Visitors see Experience A (discount) and Experience B (best-sellers).

The results of the campaign may reveal some interesting insights:

• Among cart abandoners, those who viewed Experiences A and B converted at 6%, while the holdback group converted at 3% — indicating a 3% absolute lift from personalization, which validates the effectiveness of discounts and recommendations.
• However, for new visitors, the holdback group converted at 5.2%, while the personalized group (viewing Experiences A and B) converted at 4.7%. This suggests that the generic best-sellers carousel (Experience B) may not have resonated as effectively with new visitors, or the discount offer may have felt too pushy for users still unfamiliar with the brand.

You can create personalized campaigns based on user location, the devices visitors use, new or returning visitors, and more. In fact, you can combine many such attributes to define a segment for which you can apply the experiences, specifically.

For example, consider that most of your customers are spread across Europe. Now, you want to create different promotional offers for your customers based on attributes such as the country from which they access your website, their operating system, and the social media platform they use to access it. With Wingify Web Personalization, you can create different experiences for the promotional offer that will be displayed specifically to the traffic that complies with your targeting criteria.

Besides availing the comprehensive targeting capability, you can also leverage the analytical potential of Wingify Personalization by applying the third-party integrations that are available in it. Through these, you can avail the following capabilities:

• Push the data from Wingify to apply them for further analysis or process based on your requirements.
• Pull the data from a third-party application into Wingify to target your campaigns.

Integrating your campaigns with third-party tools can be done at the final stage of campaign creation. To know more about creating a Web Personalization campaign, refer to Create a Web Personalization Campaign.