Academy

GETTING STARTED

Welcome

Here you can find a host of information on PureClarity, how to install the software, how to get set up and how to get the best out the platform to help you increase online revenue and growth.

Need any help?

If you need any questions answered please contact our support team by emailing support@pureclarity.com.

CONCEPTS

What is PureClarity?

At its core, PureClarity is a powerful personalization platform that allows you to give your visitors a personalized journey through your site. This increases your conversion rate as visitors find relevant products that they didn’t know they were looking for. It boosts your average order value, as your visitors discover the perfect paired products for their shop. And it raises your revenue as your visitors are given the perfect reasons to shop – and to come back for more.

How do we do this? PureClarity collects data at every level of the user journey to personalize for your visitors in real-time. The software learns about your visitors’ likes and dislikes as they interact with your store, ensuring that every product and promotion they see is personalized.

You can let the AI do all the heavy lifting of day-to-day personalization, and create personalized Campaigns to layer onto that if you like.

Automated Versus Enriched

PureClarity gives you two ways to run personalization.

If you’re time-poor, you can choose to focus on an AI heavy strategy. Simply place PureClarity’s AI recommenders at key conversion points on your site, then sit back and watch your revenue, average order value and conversion rate improve.

Our advanced AI recommendation engine picks out the recommender most likely to convert that visitor, while making sure there aren’t any duplicate products or irrelevant recommendations.

You can choose to enrich this with your own personalization. Create Segments, Campaigns, and create your own manual recommenders.

Why would you choose manual recommenders? Our AI is constantly learning and adapting, so you might wonder when we’d recommend selecting your own recommendation strategy.

Our AI is focused on increasing conversion, but if you have stock to clear, or you want to raise awareness of another related brand or range on a product page, you can completely override and choose your own title, and fill the recommender with any products you choose.

In recap, PureClarity’s power stems from the flexibility of allowing you to choose to let the AI run all your personalization, and offering you the option of manually enriching if you choose.

What can you do with PureClarity?

With PureClarity, the sky is truly the limit. You can use the data we collect to personalize from the broadest group, like showing first-time visitors the incentive that’s going to grab their attention and get them to make that first purchase with you.

And you can create more niche Campaigns, aimed at specific Segments of your visitor groups to ensure they see the offer that’s going to inspire them to try a brand you know they’ll love. You can get as specific as you want, for example showing third-time visitors who have not bought anything who are located in London a banner showing them click-and-collect locations near them and a voucher for £10 off their first purchase.

Enrich the visitor experience at every step of their shopping journey, on every part of your site, to deliver a highly personalized shopping experience.

How does the AI work?

PureClarity is built on AI (Artificial Intelligence) and Big Data technology. It collects data about every one of your visitors, tracking their interactions with you onsite and offsite to build up a picture of their behavior, their dislikes, likes, interests and habits.

This information is then used to present relevant and personalized results. PureClarity analyzes this data to see if there are any hidden Segments based behaviors you should be exploiting, e.g. “Camera Lovers.” You have the ability to drill down into this data; you can time slice and segment the information to get a deeper understanding of your visitors’ behavior and the performance of your site.

As visitors arrive on your site, PureClarity will change the recommended products and strategies based on their behavior during that very visit. PureClarity will show recommendations that worked on other visitors to maximize the chances of them seeing relevant results and buying on that visit.

PureClarity optimizes the recommendation algorithm based on how much data is available. For sites without much data, PureClarity makes the most of the sparse data by implementing a content-based filtering recommendation system, which has really incredible results for some of our clients already – check out JewelStreet to learn more about that.

With more data, PureClarity uses a collaborative filtering algorithm, which means that the large amounts of data are analyzed to find the optimal cross-sells and upsells based on what your customers are looking at and buying right now. To see some of our stellar results from this kind of client, such as our client ZyroFisher.

The AI will never show two of the same strategies on the same page, and will work to minimize product duplication on the same page. Visitors can enjoy relevant, specific product recommendations without seeing any of the same content, guaranteed to increase your average order value and conversion rate – like for our client Green-tech.

PureClarity’s AI engine does A/B testing in the background, testing which strategy works best. If your customers respond best to cross-sells, PureClarity will favor those algorithms. If they prefer strategies which show more of the products that are popular on your site in real-time, PureClarity leans more towards that. Every recommender is optimized to be right for the customer, the page it’s on, and the overall trends on the site.

The engine also uses deep pattern mining AI techniques to find hidden Segments and use predictive behavior to present the most relevant results to individuals.

The AI can be combined with enriched personalization to enhance the user’s experience; creating Segments to present promotions and products, categories and brands to specifically targeted users based on their behavior.

In short, what this all means is that your visitors are going to experience a completely personalized and optimized recommendation strategy that changes in real time as PureClarity collects more information about them, always optimized to maximize your conversion and average order value.

TIP: To get the best out of PureClarity with little effort set up Zones on your site and set Campaigns targeted at ‘Everyone’ with the content set to ‘AI Recommenders’; PureClarity will do all the hard work and determine the best recommenders to show to visitors based on what it knows about them.

ZONES

What are zones?

PureClarity uses Zones across your website to show personalized relevant content. These Zones can also appear in automated emails targeted at specific audiences Segments.

The example below shows a Zone on the home page showing a product recommender with personalized results based on crowd-based, segment information and individual behavior.

You can define multiple Zones per page type up to a maximum of 8 Zones per page in the interest of speed performance.

NOTE: Campaigns are used to determine what, when and who to show content in a Zone to.

Zone Content

PureClarity supports different types of content for the Zones. This content can be configured manually or automated using the system’s AI algorithms. The types of content are:

  • AI Recommender – PureClarity chooses an appropriate recommender strategy based in its AI algorithms.
  • Manual Recommender – Create a recommender manually by choosing the products to show.
  • Banner Image – Display a single image. Useful for promoting special offers during Campaigns.
  • Carousel – Customisable carousel of images.
  • HTML – Display custom HTML
  • Custom – you can create your own custom content types to show to visitors.

Page Types

Zones can appear on many types of pages within your site. PureClarity defines over 19 types of Page Types, such as Homepage, Basket Page, Product Page, Checkout Page and MyRecommendations Page. However, you’re not restricted to these page types as a Zones can appear on any page type you define.

TIP: Where is the best place to put my Zones? Have a look at our section on Zone Placement in our strategy section. You can start with setting Zones to AI recommenders and let PureClarity earn you money.

Adding Zones

You can add new Zones in Settings > Zones.

Here you can define the page types on which a Zone appears, e.g. Homepage or Product Page. You can also give it a friendly name that you can use in Campaigns, e.g. “Home Page Hero Image” and also its ID, e.g. “HP-01.”

NOTE: Each Zone needs to be labelled up with a reference ID (e.g. Homepage banner will be HP-01 and on mobile HPM-01). A Zone is implemented on your site as a <div> and the HTML is rendered by PureClarity using your defined template – see templating.

SEGMENTS

What are Segments?

Segments are how you group your audience and decide who you want to show Campaigns to. PureClarity lets you segment your audience based on a variety of different factors.

Creating a Segment

Let’s set up your first Segment. In this example, we are going to build a Segment to target people who are on their second visit, but didn’t buy anything on their first visit.

The first thing you’ll do is pick out the targeting criteria. There are a lot of different ones you can choose from here, but let’s pick the “Visit” criteria because that’s what we want to focus on for that Segment.

Now let’s build that condition. You’ll see you can select a few pre-set conditions, like “Visitor’s First Visit.” Go ahead and select “Visitor’s Second Visit.”

That’s the first half of this Segment done! Next, just click “AND Condition.”

NOTE: We’re selecting AND and not OR because we want the visitor to match both conditions. An example of where you would use OR would be if you wanted to Segment a group of your audience who either had bought category A OR bought category B.

Now you’re going to pick the “Bought” targeting criteria. Click the Purchasing Behavior drop down to select “Customer has ordered.” Choose “equal to ‘X’ times’, where X is 0, and the ‘When’ is at any point in time. This leaves you with a Segment aimed at people who are on their second visit but have never bought anything from your shop.

Great job! First Segment complete.

How can you use your segments?

Once you’ve set up a Segment, you can use it in Campaigns. Let’s walk through an example of how you would use a Segment.

Go ahead and navigate to the Campaign tab in the Admin page. Once you’ve determined which Zone you want the campaign to show, you can choose who you want to show it to. You can select a Segment which has already been created, or you can create a new Segment.

Read more about Campaigns.


CAMPAIGNS

What is a Campaign?

A Campaign is where you decide the content that you’re going to show to certain groups of your visitors. You can choose to put content on as many or as few Zones as you like. When a visitor falls into the conditions you set up for that campaign, they will see that content.
Let’s set up a campaign. After you finish this section, you will have seen PureClarity content on your site!

Creating a Campaign

Let’s create your first campaign.

You should have some Zones set up. We’re going to add some content to your first campaign.

TIP: We recommend all our clients set up an “Everyone Campaign” populated with AI recommenders, to ensure that if the visitors don’t fall into any Campaigns you create, they will still be seeing personalized content.

The way PureClarity works is like this: when a visitor arrives on your site, PureClarity will determine if they fall into what you’ve set as the topmost campaign. If they do, PureClarity will show them the content you’ve set up in those Zones. If not, PureClarity will check the next campaign down, and so on.

EXAMPLE: A visitor falls into the first-time visitor campaign, which shows a banner on the homepage. They go onto a category page, which doesn’t have any first-time visitor campaign content. They will see whatever is set as the campaign content for the category page on the next campaign down that they do fall into.

The first thing you’ll do is go to the admin page and click “add campaign.”

Pick where you want it to be. For this quick walk-through, you can just pick Product Page Recommender. Leave it as “for any product.” This just means the recommender will be there no matter what product the visitor is viewing.

Select the “Everyone” segment which will allow anyone on your site to see this campaign.

You can leave the rest of the options on their pre-set values. All you have to do now is scroll down and select “Select Content Type.” Pick AI recommender as the type. You have the option to add tags – this will make it easy to categorize later, as you can group all your Campaigns by tag, but we can leave this empty for now.

Now all that’s left to do is hit “Save.” That’s it! You’ve just created your first campaign. Go ahead and navigate to your website so you can see it in action.

You can check out more about the different types of Campaigns we recommend setting up in our Strategy section.

EMAILS

What are PureClarity Emails?

PureClarity allows you to send personalized emails to your visitors. PureClarity generates a snippet of code which you can paste into your email service provider, which will then be personalized to each visitor, their likes, their dislikes, their browsing history.

Creating an Email Campaign

To create an email campaign, all you need to do is go into your Email section on the PureClarity admin. Select “Create new campaign” and give it a name. Select your email service provider – this is to ensure the recipient address is correct.

Then, choose which recommenders you’d like to appear – up to three.

You can edit the look and feel of the recommenders using the style editor. Go ahead and click “preview” to check out what they’ll look like.

Once they’re looking the way you want them to, you can publish the snippet which will generate the code for you. Copy and paste that into your email service provider, and you’re good to go!

ANALYTICS

This part of the admin holds lots of crucial information about the performance of Pureclarity, some of which we have already seen in the individual components of Campaigns, Segments, and so on.

Site Analytics

Here you can see a deeper view of site statistics than just the dashboard showed you, showing you the trends over time.

Campaign Analytics

The Campaign analytics will give you insights into how all your Campaigns are performing collectively.

Remember those tags from earlier? Now you can see how each tag is performing. For example, if you have two Campaigns aimed at first-time visitors, you’ll be able to see how those are doing altogether, rather than each campaign on its own.

Content Analytics

This area is where you can see how each component of your website is performing.

See which products, categories and brands are most viewed compared to most purchased to see which could use a boost. Click on individual products to see the performance stats on an individual level, including which products are frequently bought together with it.

You have the option to time-slice as needed to get the full grasp of performance.

Zone Analytics

This part of the admin gives you a breakdown of which Zones of your site perform well and which don’t.

Email Analytics

You can track view rates and click conversions using the Email Analytics to determine the success of your email camapigns.

DATA EXPLORERS  

The data explorers allow you to take a deep dive into the data inside PureClarity and help you judge the performance of PureClarity, understand what you customers are doing and give you ideas about how to maximize the personalization experience.

There are 2 explorers:

  1. Product Explorer – View a product’s performance, popularity, related purchases & viewings and conversion rate
  2. User Explorer – The User Explorer shows what is held about a user and also give you privacy tools to comply with GDPR.

User Explorer

The user explorer allows you to view information PureClarity holds about your customers.

Search for Users

When users are logged into your site or when they make a purchase PureClarity is sent some information to identify them. For B2B sites this could be the account id, or for B2C sites it could be the websites unique id for the customer. It could also be an email address that is used to uniquely identify them.

This information is used for both segmentation, as well as identifying the user when they log in from multiple devices.

To search for users enter a search term into the search box and press Enter. PureClarity will find users that match the search term and display them in the results area below.

PureClarity searches on email address, as well as account id or user id. Note that the search term must be a full email address, account id or user id.

View Detail

When PureClarity has found some users, click the Detail button to see all the data about that customer. This information is the data sent over in the “Customer Events” and “Order Tracking Events” from your site – as well as data from “User Feeds” you’ve submitted.

Forget User

To comply with the European Unions GDPR, PureClarity allows you to “forget” a user. This will remove all potentially identifiable data about the user, including any email address associated with the user. Note that email addresses are stored “hashed” – which means we can tell if the email address has been “forgotten”, but you cannot identify the original email address.

Once a user has been forgotten, there is no way to store data again for this user. PureClarity will also never send them any emails.

To forget a user, press the Forget button. PureClarity will ask you to confirm that you want the user to be forgotten, and then schedule this user to be forgotten. This process may take several hours.

Once a user has been forgotten, you will be able to see in the User Explorer that they have been forgotten, but will not be able to see any identifiable data.

Privacy Tools

Overview

With the introduction of the General Data Protection Regulations (GDPR) your Visitors and Customers (data subjects) have a right to access the personal data a data controller (a merchant using PureClarity) processes by using our service. They can also request that any personal information held is removed or made anonymous. A person can request information about what is held by them or can request any data held by them is removed using what is called a ‘Subject Access Request’ (SAR). This is a request to a data controller (a merchant using PureClarity) to share the personal data PureClarity has processed on behalf of the data controller.

Most of the data PureClarity collects is anonymous, however, data such as order information and any demographic information that is passed to PureClarity may hold personal data.

NOTE: Please review our Privacy Policy and Cookie policy to understand the data we may hold and data that we explicitly won’t accept.

TOOLS

To facilitate SARs and to be compliant with GDPR we have a number of tools available:

  • Find User Data – The User Explorer in Data Explorers allows you to find a specific user and retrieve the user data such as customer details, orders and user demographics.
  • Forget User – This will remove all potentially identifiable data about the user, including any email address associated with the user. See User Explorer for more details. for more details.
  • API – we provide an API to forget users too so that your developers can integrate directly with PureClarity. See GDPR API for more details.

GDPR References

STRATEGY

Winning at Personalization

Here we show you the winning strategies that will help you make more money using personalization. We have collected our wealth of knowledge here to show you how you can get the best out of PureClarity using proven personalization strategies.

The first step is, of course, to setup Zones with Campaigns containing AI recommenders across your site, but then you can add more Zones to enrich your personlization to go even further with Campaigns based on niche Segments.

Zone Placement

Optimal Zone placement is key to maximizing your conversion rate. Here we give you ideas on the best place to put your Zones based on proven techniques to generate more revenue.

Here are the page types discussed below:

  • Global Zone
  • Homepage
  • Category Page(s)
  • Product List Page
  • Product Page
  • Added to Basket Page or Pop-up
  • Basket
  • Order Confirmation
  • My Recommendations
  • Content Page
  • Search Results
  • Landing Page

Global Zone

You can define a Global Zone that appears on all pages. This is useful for giving promotional information to an individual depending on their segment, e.g. 50% off for first time visitors or Free Delivery within the US for US visitors.

Suggested Zone name and Content type:

  • GL-01 – HTML or Static Image

Homepage

We recommend that you have at least a hero image or carousel Zone on your home. We have seen clients enjoy click-to-conversion rates of circa 11% using this personalization strategy.
We’d also suggest that you have at least 2 recommenders set to the AI setting on the homepage. In this way the software will provide personal recommendations to individuals as they visit your site.


Suggested Zone name and Content type:

  • HP-01 – Main image banner which can be a carousel or static image
  • HP-02 – Recommender (AI default)
  • HP-03 – Recommender (AI default)

Category Page(s)

You can setup BMZs for specific category pages or all pages.

Suggested Zone name and Content type:

  • CP-01 – Static image banner above the content
  • CP-02 – Static image content block under left navigation pane/ filters (if applicable)
  • CP-03 – Recommender (AI default)

Product List Page

The product list page shows the products within a specific category. You can configure PureClarity to show BMZs specifically for a product list page by category or all product listing page.

Suggested Zone name and Content type:

  • PL-01 – Static image banner above product listings
  • PL-02 – Static image content block under left navigation pane/ filters (if applicable)
  • PL-03 – Recommender beneath product listing area

Product Page

We suggest that you put at least 2 BMZs for recommenders on the product page. In this way, PureClarity will be able to give personal recommendations based on the product viewed.
You may also wish to put a BMZ to hold an image under the product title. The admin user can set up the default campaign and segment Campaigns to show different images for different Segments for individual products. This is a useful technique if you want to give a highly personalized experience around a key product or category.

Suggested Zone name and Content type:

  • PP-01 – Static image banner
  • PP-02 – Recommender (AI default)
  • PP-03 – Recommender (AI default)

Added to Basket Page or Pop-up

You could add a BMZ on an ‘added to basket’ confirmation. In this way, PureClarity can suggest up-sell and cross-sell options based on individuals behavior and current shopping habits.

Suggested Zone name and Content type:

  • AB-01 – A static image or, a recommender

Basket

At the bottom of the basket it is worth putting at least 2 recommenders to show suggestions; PureClarity will be able to provide up-selling and cross-selling suggestions using basket content and previous behavior.

Suggested Zone name and Content type:

  • BP-01 – Static image above the basket
  • BP-02 – Recommender under the basket content (AI default)
  • BP-03 – Recommender under the basket content (AI default)

Order Confirmation

Order Confirmation is an ideal place to put at least 2 recommenders and a promotional image to the customer.

Suggested Zone name and Content type:

  • OC-01 – Static image
  • OC-02 – Recommender under the order confirmation content
  • OC-03 – Recommender under the order confirmation content

My Recommendations

It is worth building a new page that includes up to 5 BMZs for recommenders that includes ‘My Recommendations’. PureClarity will show a variety of recommendations.

Suggested Zone name and Content type:

  • MR-01 – Static Image
  • MR-02 – Recommender (AI default)
  • MR-03 – Recommender (AI default)
  • MR-04 – Recommender (AI default)
  • MR-05 – Recommender (AI default)

Content Page

You can place BMZs on a Content Page.

Suggested Zone name and Content type:

  • CT-01 – Static image banner above the content
  • CT-02 – Static image content block under left navigation pane/ content (if applicable)

Search Results

You may want to consider putting an image BMZ on the search results page and one under the filtered navigation to target customer Segments.

Suggested Zone name and Content type:

  • SR-01 – Static image above the search results
  • SR-02 – Static image content block under left navigation pane/ filters (if applicable)
  • Landing Page

    You can place BMZs on a Landing Page.

    Suggested Zone name and Content type:

    • LP-01 – Static image
    • LP-02 – Recommender
    • LP-03 – Recommender

    Summary

    The principles above have been shown to increase conversions. You may want to further optimize the solution by using the A/B testing built into PureClarity. You may also gain further advice from your Success Manager.

Increase Conversion Rate

Why increase conversion rate?

Increasing the conversion rate is one of the two methods you can use to increase your monthly revenue. By using personalization, you can ensure you’re showing the right product or promotion to the right person, at just the right time, turning potential browsers into definite buyers. There are three different ways you can go about doing this.

Raising awareness

Many times, a visitor will be on your site and simply won’t be aware that you have exactly what they’re looking for. It’s your job to try to match the circumstances of their visit as much as possible, and with PureClarity you can do exactly that.

TIP: Think about why a visitor might be coming to your site. Is there a holiday going on in their country? What sort of products might they be looking for?

Here are two Campaigns you can create to make sure you’re showing your visitors exactly what they’re looking for.

Key Event Campaign

Holidays are one of the crucial reasons someone might come to your site. Whether you sell clothing, gifts, or even hardware, folks will be driven to your site on holidays. Your job, as a vendor, is to ensure you’re prepared for the traffic and pointing people in the right direction to the products that will be perfect for them. And with PureClarity, that’s easy to do.

For this example, you can create a campaign aimed at Mother’s Day. The Segment you create is based on location – you can choose the location that is currently experiences the holiday you target. You might know that your homepage gets the most traffic, so you can put the campaign there. You can create and upload a banner which will draw attention to the line of products you have associated with Mother’s Day.

Above & Beyond: You can duplicate this campaign and select the zone just beneath your main banner. Here, you can select an override recommender and hand-pick the products you think are perfect for the occasion. That way, visitors will see the banner and immediately beneath it, the relevant products they’re likely to be interested in.

There – now you’ve ensured that one of the primary reasons that someone may have come to your site has been addressed, and will be likely to see products that will match their requirements for coming to the shop.

Weather-based campaign

Another reason visitors might be shopping is due to the weather. Perhaps folks are flocking to your furniture store to look for lawn chairs. Maybe there’s been an unexpected cold snap and shoppers are interested in buying hot chocolate mix and marshmallows.

Whatever the weather, you can cater to their needs with PureClarity.

Create a weather-based campaign simply by first creating a Segment selecting the weather you want to target. You might not have time to create a full-blown banner – but that’s OK because you can hand-pick recommender products to showcase.

EXAMPLE: Let’s say you sell shoes. When people come to your site in sunny weather, showcase your sandals. When it’s colder, you can show them boots. If it’s rainy, display your rain boots.

Think of it like the ultimate seasonal display – personalized to each visitor’s weather.

Incentivization

Sometimes, simply letting your customers know that you have the perfect products for them isn’t quite enough. Sometimes, you have to give them the reason they’ve been waiting for to buy now.

However, to make sure you give them the right reason, and to make sure you’re not over-discounting where you don’t need to, it’s important to use personalized Campaigns.

Here are two ways you can use a shopper’s information to customize the perfect incentive for them.

Visit-based incentives

One of the primary indicators of interest is visits to a site. Now, it’s dead easy to offer first-time visitors a welcome banner paired with an incentive and that is a great way to start building that relationship. But sometimes it’s more important to target the folks who have been there a few times or more and give them that nudge that’s stopping them from buying with you today.

Create a visit-based campaign aimed at folks who have been to your site at least three times but not made a purchase. Use the opportunity to offer them an incentive, or offer them help on their shopping decision.

First, you’ll create a Segment based on visits – three or more – and orders, which must be zero total. Then you select where you want this content to go. We recommend the homepage. Create and upload a banner which says, “Still not found what you’re looking for? Have 15% off on us to find the best match!”

That way, you’re saving your best discounts to convert the folks most likely to become shoppers.

Referral Incentives

In this modern era, plenty of shops use influencers on social media to drive visitors to their site. The key thing is to reward visitors for coming to your site from that referrer, and so you can see how well that influencer partnership is working.

The first thing you need to do is create a link which has a QueryString somewhere in it. A QueryString is a section of the URL preceded with a ?. PureClarity will read the URL and know that they’re from a specific campaign. This can be a UTM campaign link that you give to your influencers to direct people to your site.

Next, create a campaign. You’ll want this content on the home page. Make a banner which has some of the products your influencer is recommending, and an incentive of 10% all products recommended by the influencer, for example with CODEINFLUENCER as the discount code. You’ll want to now create your segment so that only people who arrived to the site with that URL. You’ll select the UTM campaign condition, pop in your UTM code, and hit save! Now you’re ready to put in your content and you’re good to go.

Optimizing Shopper Experience

Sometimes, instead of pushing your customers into a purchase, it’s important to look at why they might not be making that purchase. Identifying bottlenecks in the typical customer journey can be one of the best ways to increase your conversion rate. Here are two examples of where visitors might pause before buying, and how you can make it easy for them to become customers.

Optimizing your searches

This area can be one of the most crucial for optimizing your site’s visits. Go check out your search analytics and you’ll see a few key stats – what searches led to bounces, which searches had no results, and even which ones showed the highest conversion rate.

The search results are a perfect place to see right inside your customers’ minds and help them find what they’re looking for. Let’s focus on the no-results search. Think about what products might tmpt your visitors instead of the product they’ve searched for. Do you have a competing brand? Is there an alternative product?

Here, you’ll be able to see the searches that led to no results. Let’s create a campaign to tackle the most common of those. Now you’re going to build a Segment. You can call this the same as the campaign.

First, go to your admin and check out your search analytics. Pick out the to no-result search term. Now go into your Campaigns. Create a new campaign and call it “No Result [your search term]”. You want this to go on your search results page, so select that zone. The criteria you’ll select is the searches. Type in the word they searched for, and select “In the current session.” You can edit the time settings to be however you want.

Tip: Adding a tag can make it easy to organize all your Campaigns, when you’re creating several of the same kind. We recommend “no-result” so you can string all your no-result Campaigns together later on.

Now just select the content. Here you want to show content which is going to help them, such as a “Request this product” banner, or a “Check out our Competing Product range.”

Above & Beyond: If you have alternate products, you can instead select a manual recommender and pick out the products you think people searching for that term will be interested in.

Now you’ll be helping all the visitors who come to your site and can’t find what they’re looking for – capturing their business and their hearts!

Order-based optimization

This type of optimization involves you trying to forecast the future for your customers. If they’ve bought X product in the past, when will it run out? When might they need a refill? Which other products might be the perfect pairing with it?

In this example, I’m going to walk you through creating a campaign to target folks who have bought some staplem products, encouraging them to make that same purchase.

Go to Campaigns and create a new one. We’re going to add two Zones – one as the homepage banner, and one just under that as we want to hit our visitors with a gentle reminder and pair that with a recommender with their products. Let’s set the home banner first.

Increase Average Order Value

Why increase average order value?

Increasing the average order value, or AOV, is the other of the two methods you can use to increase your monthly revenue. Inspire your visitors to buy slightly more, or slightly more up-market products, using a clever combination of opportunity and incentive. There are three different strategies to achieve this goal.

Cross Sells

Cross sells are the easiest and fastest way to increase conversion rate. When a visitor shows interest in one product or category, that’s the perfect time to show them you have the perfect pair to go with it. Here are two ways to do that.

Complete the look

In this campaign, you’re going to use a manual recommender to hand-pick perfect paired products and incentivize your visitors to buy them together.

First, identify some of your more popular products. Because this is a manual recommender, it doesn’t make sense to do them for every product. Focus on a key few.

Once you have your product in mind, brainstorm a few products which go well with it.

EXAMPLE: You might want to choose blankets and cushions to pair with a sofa.

Create a new campaign. The zone you’re going to show it on is the product page, and specifically only the product page of that one popular product.Your Segment is going to be aimed at everyone, because this is only going on a specific product page. Select your content type – manual recommender. Give it a title, perhaps something like “Don’t forget these products!” All that’s left to do is select the products you want to promote, and then publish!

Returning visitor cross sell

This campaign is perfect to target your returning visitors. They’ve already shown interest, they’ve told you what they like by purchasing it, and now they’re back on your site.

What you need to do now is to match their needs and create a campaign aimed at what they bought on their last visit. This way you can match their existing needs as well as anticipate their future ones, gaining their custom and their loyalty in the meantime. Here’s how you do it.

First, think of a popular product that a significant proportion of your visitors have purchased. Then, think of a product which would be a natural cross-sell opportunity with it. For example, if someone has purchased leather shoes, leather protectant would be a great accompanying product.

Once you have your products in mind, you can begin to create your Segment. You’ll be aiming this at anyone who’s purchased that first product but not the second in a time period of your choice – for example in the last three months.

Create and upload the banner you want to the PureClarity image library. The banner can say something like, “Loving your Product X? Why not get Product Y.” You can even pair it with an incentive to sweeten the deal. Once you’ve chosen your Segment, you’ll be showing this on the homepage, so go ahead and select that zone.

Above & Beyond: We also recommend putting this on the product page – if your visitor goes straight to their favorite product page, they’ll still see that content and be tempted by the cross-sell.

And you’re done!

Incentives

Incentives are a great way to push a hesitant shopper over the threshold to spending with you. This kind of campaign is best used only when you think you need it, and you think you have a good chance of converting shoppers. It’s an ideal way to increase average order value while still providing your customers with the service and care they expect from you. Here are two Campaigns to do just that.

Top-up campaign

The top-up campaign is geared towards helping people spend just a little bit extra. What you’ll want to do is let folks know that if they spend a certain amount, they’ll receive a discount.

EXAMPLE: If they spend $100, they’ll get 10% off.

However, you may not necessarily want to show this to people who typically spend over $100 anyway. So what you’re going to do is create a Segment aimed at people whose AOV is below $100. You can do this by selecting the “Bought” variable, and choose average order value. You can set it to be less than $100 for their total time with you, or just their last order – whatever you prefer.

Then, create a campaign around that Segment. We recommend putting the content on the basket page to begin with – you want to capture those people who are just about to buy but hesitating. Select your segment and then choose the banner you want to use to incentivize the purchase – and you’re done!

Special event

This kind of campaign takes advantage of our natural tendency to celebrate, no matter how small the occasion! With this campaign, what you’re doing is selecting the occasion – whether that’s an existing one like Easter or Mother’s Day, or one you make up yourself – and then giving your customers a reason to spend.

First, pick the occasion.

EXAMPLE: You might have a sneaker week where customers spending over $300 get a free pair of sneakers.

Then, select the incentive, whether it’s a discount, a free item, or special service. Finally, decide who you want to target. We recommend choosing an audience which is going to be most tempted by the promotion and event – if it’s broad, like Easter, it can be aimed at everyone. But if it’s more niche, like Sneaker Week, you might be better off only showing it to people who have purchased sneakers before, which you can do by choosing the “bought” variable when you’re building your Segment, and picking out the product or category you want.

We suggest creating and placing a banner on the homepage for this – if you don’t want to make it your main event, you can always sneak in a microbanner underneath, just to ensure people are seeing it.

Above & Beyond: A second good place to put the content is on the basket page, again for folks who are under the value you’re aiming for.

Upselling

This kind of campaign is perfect to nudge your shoppers into treating themselves to that small (or large!) luxury that you know is just right for them. The right Segment for this campaign is one who’s a loyal customer with you, but who you think might be ready to take their shopping with you to the next level.

Promote luxury range

The first step in creating this campaign is to think of a popular range of products which you have an upmarket version of. Maybe you sell cameras, computers, or clothing and you want to point out to your loyal customers that you have some higher end product they may be interested in.

Your best bet is to target the audience most likely to be interested in a higher option. This can be anyone who’s looking at the normal range. What you’ll do is create a Segment based on product views. Select the product, brand or category that you want to measure, and specify that they’ve looked at it at least once. Then add a condition to ensure they haven’t purchased it or the luxury version by setting up a condition around the ‘Bought’ variable.

Once that’s done, create and upload a banner into PureClarity – we recommend something along the lines of, “Did you know we have an X range, too?”

Create a campaign targeting the Segment you’ve already set up, and choose your banner to put onto the product page of the basic version of the product. That way anyone who’s looked at the product, but not bought it or the luxury version, and is back on the product page, will see this campaign.

Above & Beyond: Add an incentive. You can choose to create a banner that will have an incentive, but specific that it’s only for today. Then edit the campaign so that it only shows it to people viewing the product for the second time exactly. That way you can create urgency, and only offer the discount to the people most likely to use it.

Buy Again

You can let PureClarity handle ‘buy again’ strategies with AI Recommenders or you can setup a Campaign to encourage your visitors to buy a specific consumable product after a certain period when they come back to your site. This is a very useful technique in increasing your AOV. Please buy again promotions in your basket Zones.

Optimization

Introduction

PureClarity comes with a host of optimization features, tools and techniques for getting the most out of the product.

  1. A/B Testing – test variations of Personalized Campaigns to determine which is the best performing campaign for the target segment.

A/B Testing Campaigns

You can test and compare different content within Personalized Campaigns using A/B Split Testing.

Setting up an A/B Test

In a personalized campaign you can perform an A/B test by adding a split using the ‘Add Split’ button.

In PureClarity you can create a test with multiple versions and split the traffic using the campaign distribution slider.

Test Names

You can name each slip test depending on the objective of the test, e.g. for ‘A’ – 10% off and for ‘B’ – 20%.

Starting and Stopping Test

If the campaign you are working on at the moment is a split test and is active then the ‘A’ test will show on the site until you explicitly start the test.

Once you are happy to start the test click on the ‘Start Test’ button. You will then not be able to edit the campaign until you explicitly stop the test.

Test Results

To view the performance of the test either click on the ‘Test Results’ on the campaign page or the graph on the Campaign List.

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