About
Landing page recommendations focus on improving the Engagement phase of the customer lifecycle by identifying landing pages that generate the highest number of page views from email visitors. This leads to a higher probability of product discovery and, ultimately, purchases.
Why
The primary function of the email landing page is to foster shopper engagement, as evidenced by increased page views, thereby significantly enhancing the likelihood of a shopper discovering a product of interest.
Your objective is to direct traffic to the most effective types of landing pages: home, collection, and product.
How
The recommendations are based on uplift modeling aimed at achieving optimal results using two key metrics: Page Views Per Session, as a top-of-the-funnel indicator of landing page relevancy to the shopper, and Revenue Per Page View, as a bottom-of-the-funnel metric of landing page revenue results.
What
Presentation
The recommendations are presented in two ways:
Product Cards - Visualizing the products as they could appear in the email; this option requires access to product metadata through a connection to Google Merchant Center.
Table - Presenting the list of products along with their key performance metrics.
Customization
Each time you reach the Recommendation section, you are presented with default recommendations. You can customize these in two ways:
Scope: Control the input of the recommendation engine
Entire Site: Recommendations are based on the performance of all products in your store.
All Campaigns: Recommendations are based on the performance of all products that participated in all email campaigns.
Select Campaign: Recommendations are based on the performance of all products that participated in a chosen email campaign.
Strategy: Control the output of the recommendation engine
Exploit: Filter recommendations to include only top-performing products in a single campaign (applicable only to the single campaign scope).
Explore: Filter recommendations to include only top-performing products in all email campaigns.
Experiment: Recommendations that include all products sold in your online store.
Use
The recommendations can be applied in two ways:
Download - Allows the data to be downloaded to a local machine, enabling the marketing team to manually apply it to future email campaigns using an email editor or Obviyo's Email Genie app.
Activate (beta) - Offers the capability to submit a recommendation to Obviyo's Email Genie, an email recommendation application that seamlessly integrates recommendations into email campaigns, streamlining the email marketing workflow and facilitating ongoing result tracking.