Creating dynamic content

In order to create a dynamic content based on the prepared templates, follow the procedure.

Requirements

• Implement a tracking code into your website.
• Prepare a dynamic content template (or templates if you want to use several variants). If you configured Service approval for the Communication templates, the templates you created must receive an approval from the final approver.

Procedure

1. Go to Communication > Dynamic Content > Create new.
2. Enter the name of the content.
3. Optionally, to let other users know about the purpose of the dynamic content, enter a short description.

Define the type of dynamic content

4. Select the type of the dynamic content:
   • Insert object - This type is an implementation of the dynamic content into the code of your website.
   • Web layer - This type allows you to display the content on a pop-up.
     Important: AI-driven A/B tests are unavailable for this type of dynamic content.

Define the recipients of dynamic content

1. Select an audience for the dynamic content by performing one of the following actions:

   • If you want to create the dynamic content for everyone (default setting), In the Audience section, click Apply.
   • If you want to create the dynamic content for one or more groups of customers:
     1. Select the Audience tab.
     2. Click Select segment.
        Result: A pop-up shows up.
     3. On the pop-up, select a group or groups of customers.
        Tip: The dependency between the selected segments of customers is described by the OR logical operator.
     4. Confirm your choice by clicking Apply.
   • If you want to create the dynamic content for a new group of customers:
     1. Select the New audience tab.
     2. Click Define conditions.
     3. Follow the instructions available here.
     4. When you complete building the filter, click Apply.

2. Optionally, enable the control group by clicking Advanced options and selecting the Enable a control group check box. You can find the detailed instructions on enabling a control group here.

3. Confirm the settings by clicking Apply.

Create or select templates

6. In the Content section, select the content type:

   • Simple message - This option allows you to create one version of the dynamic content.
   • A/B test - This option allows you to create up to 6 variants of the dynamic content and launch the automatic allocation controlled by the AI engine. The AI engine selects the best-performing variant for every customer to achieve the goal of the dynamic content which is defined in the Goals section.
     WARNING: The Make allocation automatically option requires the model training, that is why it may not be available for all workspaces. If this option is unavailable, contact the administrator.
     Important: AI-driven A/B tests are only available in the Insert object type of dynamic content for the time being.

7. Follow the instructions according to selected content type:

Simple messageA/B tests

1. To define the place on the website where the dynamic content is displayed, in the CSS sub-section field, select the ID or class of an element and use the dropdown to define the exact position of the inserted content in relation to that element.
2. To create the content or select a template, click Create message. Learn more about creating templates here.
   Result: The template selection view opens.
   Important: A template needs an approval from the final approver. More about it here.
3. The approved template appears in the Content section.

1. To let the AI engine allocate the content variants to customers, switch the Make allocation automatically toggle on.

   Important: Enabling this option unlocks the Optimization goal section.

2. To define the goal of dynamic content:

   1. Select one of the two options:
      • Maximize - The variant which receives the highest score (calculated by the metric defined in step IV) wins and it is displayed to a customer. For example, you want to maintain the highest frequency of purchases over $20.
      • Minimize - The variant which receives the lowest score (calculated by the metric defined in step IV) wins and it is displayed to a customer. For example, you want to reduce the number of product returns.
   2. To define the metrics of the goal, click Define goal.
      Result: A pop-up appears.
   3. From the Aggregator dropdown list select:
      • Sum - The total value of the event parameter counts.
      • Count - The number of event occurrences counts.
   4. To select an event, click Define goal.
   5. After selecting the event, define its parameter and the value.
   6. Confirm the settings by clicking Apply.

3. In the Variations section, in the Content tab, to add more variants, click the icon.

4. To define the place on the website where the dynamic content is displayed, in the CSS sub-section field, the ID or class of the element near to which the dynamic content is displayed. Use the dropdown to define the exact position of the inserted content.

5. To create the content or select a template, click Create message. Learn more about creating templates here.

6. When you select or create a message template or templates, they will appear in the Content section.

7. Optionally, you can define the allocation of variants and control group.

Allocating A/B test variants and enabling control group

You can use A/B/x testing to display various versions of one message to see which variant provides the best results. In addition to the variants, you can use control groups to measure the full impact of a campaign within which you send a message. For example, you can analyze the behavior of customers who didn’t receive the message and compare the analysis results with the behavior of the ones who did.

You can only define the size (allocation) of the control group and groups who will receive a particular variant. Profiles are assigned at the variants and the control group in the moment of displaying the dynamic content in the browser and assigning a specific profile to a specific group isn’t possible.

Control group, test variants, and events

When a profile enters a website and meets conditions that triggers a dynamic content, a variant of the dynamic content is displayed and the system generates a dynamicContent.show event (you can check the full reference of dynamic content events here).
This event is also generated in the same circumstances for a profile who has been assigned to a control group. However, the value of the variantName parameter of this event is Control group.

How long is a profile assigned to a control group and variants?

A profile remains assigned to a variant or a control group for 30 days, which means that after 30 days the profile can be assigned to a different variant. In addition, control group is assigned within a given campaign, so for individual campaigns a profile can be in the control group in campaign A, but at the same time can be in the target group in campaign B.

Defining allocation for variants and control group

1. To enable a control group, in the Audience section:
   1. Click Advanced options.
   2. Select the Enable a control group checkbox.
   3. Confirm by clicking Apply.
2. If you want to change allocation proportions (by default, each variant and the control group are equal):

   1. In the Content section, below the Variations sub-header, select the Allocation tab.

   2. Disable the Set equal toggle.

   3. Adjust the size of each variant and the control group by using the slider.

      

   4. Confirm by clicking Apply.

Define the display time of dynamic content

7. To define when you want to display dynamic content, go to the Schedule section.
   1. Select one of the display options:
      • Display immediately - The dynamic content starts right after clicking the Activate button. It’s active until you switch it off.
      • Scheduled - The dynamic content appears and disappears at the selected date.
   2. For Scheduled: Pick the start and end dates on the calendar and confirm a choice for each date by clicking Apply.
   3. For Scheduled: Select the time zone for the start and end dates.
   4. In Advanced options, define the exact time when you want to display the dynamic content (every hour every day or pick the week days and exact time).
   5. Confirm the settings by clicking Apply.
8. To define the circumstances for displaying the content, go to Display settings:
   1. Select the customer behavior which triggers the display of the dynamic content:
      • On landing - The dynamic content is displayed when the visitor enters the defined website.
      • On exit - The dynamic content is displayed when a visitor to the website moves a mouse cursor outside the area of website.
      • After scroll - The dynamic content is displayed after scrolling down a defined percentage of the website.
   2. In the additional options, you can:
      1. Define the URL addresses where the dynamic content displays or not. To do so, click the Add rule or Add exception.
      2. Define the frequency of display.
      3. In the Stop display section, define the conditions when dynamic content will not be displayed.
         Important: It concerns individual customers. For example, if you select the After being exposed 3 times, then when a customer sees the dynamic content for the third time, it means it’s the last time this particular customer sees it.
      4. Define the devices on which the dynamic content will be displayed.
      5. In the View count capacity section, define the number of views after which the dynamic content will not be displayed.
         Important: It is a global setting. If you set the number of views to 5, then after five times the dynamic content was shown, it won’t be displayed again for anybody.
      6. Confirm the settings by clicking Apply.

Define the UTM parameters

9. Optionally, to define the UTM parameters, go to UTM & URL parameters.

   1. Define the UTM parameters:
      • Source - This parameter defines the source of incoming traffic, it can be a specific page such as synerise, newsletter, and so on.
      • Medium - This parameter identifies whether the traffic is paid, free, or originates from newsletters. The examples of most popular tags are sms, banner, email, and so on.
      • Term - This parameter is used to mark keywords.
      • Campaign - This parameter allows you to mark a specific campaign, for example a summer sale, black friday, christmas, and so on.
   2. In advanced options, define your own URL parameters:
      1. Click Add parameter.
      2. In the Parameter field, enter the name of the parameter.
      3. In the Value field, enter the value of the parameter.
   3. Confirm the settings by clicking Apply