Create your first Trigger
Persona can increase your conversion rate by allowing you to communicate differently with different customer personas depending on their interest, their buying motivation, their buying cycle stage, their demographics.
Persona can identify whether one of your visitors is part of a customer Persona you are interested in with Triggers and Segments.
In this document we will focus on Triggers: what they are, how you can set up your first trigger, and a few tips to consider when creating advanced triggers.
What are triggers?
Triggers are sets of rules actively listening for events that only a visitor persona you are interested in would achieve.
They can be used in your Persona workflow to activate specific campaigns.
For example, here is the Persona workflow of a Pet Store promoting the current "Mother's day sale" to all of its visitors while promoting different products and offers to visitors identified as dog owners VS cat owners VS bird owners etc.
Each individual trigger has its own set of rules allowing Persona to identify correct visitors.
Re-using the example above, if a visitor lands on the website that they either:
- search for keywords like "cat collar"
- visit the "cat collection"
- read the "Cutest Cat names" blog article
- come from my Facebook campaigns specifically targeting Facebook profiles with an interest in cats
Then, it is very likely that this visitor is a cat owner, interested in cat products / offers.
With Persona, I can create a "Cat owner" trigger to identify this customer Persona as they browse my website and target them with relevant offers.
The trigger would look like this:
Note: Triggers can be used for a very wide range of use-cases depending on your store industry and your strategy. If you do not know who your different Customer Persona are, contact us through our chat or at hello@persona.relaycommerce.io and our team of conversion rate optimisation experts will assist you with this.
Set up your first Trigger
Step 1: Access your Workflows dashboard
In the Relay Persona section of the navigation panel, enter the "Workflows" dashboard.
Note: Persona being an integral part of Fomo, SalesPop and SmartrMail, the navigation panel appearing on the left-side of your screen can be different.
Step 2: Create a new trigger
You can use any of the 2 methods below to create a new trigger:
- Either, click on any Trigger node of your workflow to access the Triggers side panel and click on "Create new".
- Or, click on the Triggers search field of the Filters side panel on the left and click on "Create new".
Step 3: Select an Event type (optional)
Triggers rely on events. By default, new triggers use "Visited page" events, which is used to track visits to specific pages, searches in the store, paid ads campaigns the visitor came from etc.
If you need to use a different type of event, please feel free to contact us through our chat or at hello@persona.relaycommerce.io so that we can assist with your situation.
Step 4: Select and type your trigger rules
Define one or more rules that Persona should rely on to identify your visitor in the context of the event type set in your trigger.
For example, if your trigger uses the "Visited page" event type, then the rules you'll have access to are:
- Visited page URL that contains / ends with / begins with / equal to.
- UTM Campaign/Source/Medium that contains / ends with / begins with / equal to / one of.
Step 5: Name and Color code (optional)
We recommend that you name your Trigger based on the Customer Persona you are targeting, or, based on the general focus of the trigger at hand.
If you use color coding to differentiate different triggers at a glance in your Persona workflow, you can pick it now.
For example: "Probably Vegan". "Interested in shoes". "Facebook audience campaign Men".
Step 6: Save
Hit Save in the bottom right corner of the Create Trigger side panel.
That's it! You're done.
Now:
- if you have a campaign that should target visitors activating this particular trigger, all you have to do is click on the Campaign node in the same path as this new Trigger, and click on "Add existing campaign".
- if you do not have a campaign should target visitors activating this particular trigger, click on the Campaign node in the same path as this new Trigger, and click on "Create new campaign".
Tip section for advanced Triggers
The section below groups up a number of recommendations when creating your triggers.
Tip 1: Use more than one rule when relevant
Optional: You can add more than one rule to the same trigger by clicking on the "Add" button. If you do so, you will be requested to define the relationship between each statement using AND and OR connectors.
Keep in mind that triggers analyse each individual event individually, and as such, you should not make statements that cannot be true within the same "Visited page" event.
For example, no "Visited page" event will have BOTH https://mywebsite.com/collection/cat-toys AND https://mywebsite.com/collection/cat-food in the URL.
Whereas, a "Visited page" event can have either https://mywebsite.com/collection/cat-toys OR https://mywebsite.com/collection/cat-food in the URL.
And a "Visited page" event can have cat AND either toy or food in the URL.
Tip 2: You can use any part of the URL
The Visited page URL considers the entire string appearing in your visitor's browser, meaning, it can pick up any part of the URL path, parameters or anchor.
Tip 3: Do not overcomplicate your trigger rules unless you have to
Whenever you can, we recommend that you keep your trigger's rules as simple as possible.
For example, if we look at the triggers set up in the Pet Shop at the start of this article, the "Dog owners" Trigger, could be as simple as "Visited page URL that contains dog" as long as the website doesn't have any page that includes the keyword "dog" in the URL of a page that could be visited by visitors that are not dog owners (for example, a page such as "https://www.petshopwebsite.com/blog/dog-vs-cat-vs-bird-which-is-the-best"?
Likewise, I would not be able to define the trigger identifying "Cat owners" as being as simple as "Visited page URL that contains cat" if some of my pages include that keyword in unrelated pages such as "https://www.petshopwebsite.com/category/dog" ; "https://www.petshopwebsite.com/category/bird".