By using this trigger, you can respond to your customers' behavior observed on your website.
To use the Web Extend event trigger, the Web Extend data collection scripts need to be implemented on your website.
You can choose from the following default Web Extend events by double-clicking the Web Extend event trigger:
- Purchased event
- Viewed product page event
- Viewed category list event
- Updated cart event
Contacts will trigger Interactions programs starting with the Web Extend event trigger in the following cases:
- If the contact is logged in and their customer ID or email address is sent properly by the
setCustomerIdorsetEmailcommand, - If the contact is not logged in but clicks a link in the respective email and the SC parameters (
sc_eh=xxxxorsc_customer=xxxx) in the store are kept in the URLs on all pages of the web store when the user navigates to your store. Please make sure that your implementation includes these settings because the URL usually does not contain these parameters. For more information, please contact your Implementation Consultant.
Custom Web Extend tags
Beside the default Web Extend events, you can also use custom tags that provide you with a wide range of solutions for addressing frequent customer concerns.
Custom tags are invalid if their tag.name field is empty or longer than 1024 bytes.
Notes:
- The Emarsys event schema storage service stores only the last 200 unique events, including their structure and attributes, per data source (i.e. 200 unique Web Extend events, 200 unique Mobile events, etc.). This service is responsible for listing the available events and attributes in the respective drop-down selectors.
- It may happen that you cannot choose certain custom tags when you would like to select an event. One of the reasons for having too many events could be that you send unique events as tags, in this case, we recommend sending them as attributes. For example, if you have a direct link to the active cart, then we recommend sending a “
cart_link” tag containing a “link” attribute instead of unique names. Please note that the mentioned example does not refer to the Interactions abandoned cart use case which is triggered by theUpdated cartevent. - If an event or tag you would like to select is unavailable, then you may have exceeded the event limit (i.e. 200 events). In this case, please review and optimize the way you use custom tags. If you need to reset your event schema database, please contact Emarsys Support.
You can use custom tags for triggering programs, selecting them in Decision, Decision splitter and Wait for event nodes and personalizing your content with custom events and their attributes. To personalize content, you need to use the following syntax:
{{ event.tag.attributes.yourCustomAttribute }}
Default Web Extend events are listed under Default events in the drop-down, custom tags are listed under Tags.
Use cases and examples for custom Web Extend tags
- Abandoned cart campaigns - Using custom tags help you better understand the reasons why your customers abandoned their carts. For example, by using the
visited_checkout_pagetag containing the attributeshipping_cost, you can check whether customers abandoned their carts due to the relatively high shipping costs. As a result, you can create abandoned cart campaigns that drive purchases by offering free shipping. Another possible scenario is that after navigating to the payment site, customers do not complete their purchases because they are not sure if they can pay safely on your site. In this case, you can reassure your customers that the available payment methods on your site are absolutely safe. - Abandoned check - out page campaigns
- Abandoned search campaigns
- Launch Web Channel campaigns based on custom website behavior - For instance, when a customer finished watching a video or started to download a white paper.
Total cart value attribute
The Total cart value attribute is available within the Updated cart and Purchased Web Extend events. You can use this attribute for:
- Fine-tuning incentives In abandoned cart campaigns.
- Sending special post purchase campaigns for orders above a specific value.
How is this attribute calculated?
We add up the price of all items in the cart multiplied by their quantity.
The Decision node in the following example targets only customers with a Total cart value of at least €300.
Adding product detail-specific conditions
You can define conditions using any product detail from your product catalog to fine-tune real-time engagements with your customers. For example, product detail-specific conditions come in handy when you would like to distinguish a brand (e.g. because different marketing guidelines apply to it) from another one, then you can create conditions based on product details instead of keeping all the exact item IDs in mind.
You can use product details when defining conditions for the following Web Extend events:
- Viewed product page
- Purchased
- Updated cart
The item IDs within the Web Extend events are matched with product details in the product catalog when Emarsys evaluates the decision definition. In the case of historical decisions (e.g. when filtering your contacts’ past purchases), Emarsys checks the most up-to-date details of the product instead of the attributes that reflect the item’s certain attributes (e.g. price) when the event was triggered in the past. For instance, when defining conditions based on the product’s price, you can use either the price attribute contained within the event that reflects the item’s price when the event happened or the current price.
FAQ
How can I differentiate attributes within the event from details in the product catalog?
The categories listed in the drop down help you distinguish attributes within the event from product details in the product catalog:
- Attributes within the event are listed under Single-value attributes.
- Product details in the product catalog are listed under Product data fields.
Which price attribute does Emarsys use for calculating the Total cart value?
Emarsys uses the price attribute within the event for calculating the Total cart value attribute. The Total cart value reflects the state of the product when the event happened. You can also use this value for personalization.
How does Emarsys handle fields such as category and brand?
Fields such as category and brand can have multiple values in the product catalog. Interactions merges these values into a single string and you can use contains-type searches without defining exact values (e.g. such fields might contain the pipeline character “|”) with the following operators:
- contains
- contains any of
- contains all of
- contains none of
For example, if you would like to search for sessions where visitors browsed a pair of jeans on sale, you need to configure your Decision node as follows:
Use cases
Sending different campaigns to contacts interested in a specific brand:
Suppose that you have multiple brands and different incentive guidelines apply to a particular brand. Incentives are often used in abandoned use cases or post-purchase campaigns. In such cases, you can check whether or not customers have added at least one item that belongs to a specific brand. Contacts will continue their journey as follows:
- Those who meet this condition continue their journey on the Yes path and receive a special campaign.
- Those who do not meet this condition continue their journey on the No path and receive another campaign.
This is how the Decision splitter node used in this program looks like:
Sending real-time Web Channel or in-app messages to contacts who browsed highlighted categories (cross-sell):
Suppose that you would like to send a Web Channel campaign to promote your leather care product line to contacts who browsed an item that belongs to the leather category. In this case, the Decision node looks like as follows:
