Web experience is the integrated solution for personalizing the browsing experience and content displayed to users.
By inserting an additional script into the pages of the website, Web experience tracks information about visitors by recording:
- profiling data: when was their last visit to the website? Which pages did they visit? Which categories are they interested in?
- behavioral data: did they make a purchase? for what amount? did they download an in-depth resource on a specific topic?
Generally, the activation of the script on the site is regulated by the contact's acceptance of the cookie policy, so that they are aware of what information is collected and for what purposes.
Tracking activities on the website
When visiting the website for the first time, a cookie is generated for the visitor on the pages where the tracking script is present. The cookie, and therefore also the visitor, is linked to the device used to browse the site. If multiple devices are used for browsing, such as a phone and a desktop PC, the same person may have multiple visitors associated with them.
Every activity performed, such as viewing a web page or an action tracked by the script, is assigned to the corresponding visitor. If there has been an action that has allowed the visitor to be associated with the corresponding contact, it will be possible to consult the tracking information directly on the contact and use it for segmentation.
Anonymous and recognized visitors
Site visitors are categorized as anonymous or recognized. A visitor is recognized if they have performed an action, such as clicking on an email or filling out a pop-up on the site, which has allowed them to be associated with a contact in the Magnews database. Until that moment, the visitor remains anonymous; their actions are tracked but cannot yet be linked to a contact in the database.
This distinction is important because some features, such as creating audiences based on browsing history, are only available for recognized contacts.
Website customization
Web experience can show website visitors personalized content based on their browsing experience.
This content, called on-site messages, is driven by custom activation rules called Triggers or additional conditions that can be configured and customized.
For example, a newsletter subscription pop-up can be displayed when the home page loads for all anonymous visitors. The pop-up will only be shown a few times during the day. These activation rules (triggers) and target selection rules are defined for each on-site message.