Welcome to Optimizely Data Platform!
Once you are set up with an Optimizely demo account, you can begin working through customer lifecycle analysis, creating campaigns, and building segments.
Our help widget is accessible at any time by clicking the Help icon in the bottom right of the Optimizely app (simply search for a topic to learn more). You can also live chat with support from within this assistant or reach the team by email at email@example.com.
This guide contains the following sections. Skip directly to a specific section by clicking on that section below:
The Customer Lifecycle
You can view customer lifecycles as follows:
- In the main navigation, click the Customers tab.
- Click the Lifecycles sub-tab.
This dashboard displays a segmentable view of your entire customer base—from customers you have just discovered and know little about, all the way to your loyal customers who you know intimately.
This dashboard is dynamic and interactive, allowing you to easily visualize opportunities. Click around on each of the stages (e.g., No Purchase, 1 Purchase, etc.) and cycles (e.g., At-Risk, Recent Buyers, etc.) and notice how your key metrics, like AOV and conversion rate, change as you select new groups.
You can turn any visualization into an actionable segment by clicking the Save as Lifecycle Segment button at the top-right. This turns your selected viewpoint into a dynamic segment that you can create a campaign around.
You can analyze the performance of your segments by clicking any Segment in the top left and then selecting a segment to filter by from the dropdown menu that displays. To learn more about what motivates these buyers, click on the Dimensions dropdown menu. Below are just a couple items you can view from this dropdown menu:
- The most effective campaigns that are driving these buyers to your website
- The most popular products they are purchasing and the products they might be interested in buying in their second purchase, etc.
The Lifecycle dashboard shows you everything that your customers have done in the past but it also helps you predict what your customers will do in the future.
To review these predictions, click on the Customers > Insights tab. This dashboard shows the customers who are about to place an order and allows you to separate them by the likelihood an order will be placed.
At any point, just click the Help icon in the bottom right and type “Customer Lifecycle Analysis" into the search bar.
Create a Campaign
You can view and create campaigns as follows:
- In the main navigation, click on the Campaigns tab.
This is a dashboard of all of your saved campaigns; ongoing, completed, draft, paused, etc. It will show all of your key campaign stats like open rate, click rate, revenue, etc.
To build a campaign, click Create New Campaign in the top left and create either a one-time campaign or an automated campaign.
Not sure which type of campaign is right for you? We have outlined a few examples with appropriate resources below:
Looking to send out a single flash sale message? Choose a One-Time campaign.
Looking to create a cart abandonment series? Choose a Behavioral campaign (these are automated).
- The basics of campaign set-up
- Create and manage segments
- Create and manage behaviors
- Create and manage filters
Want to set up your order receipt sends? Use a Transactional campaign (these are automated).
Want to incorporate pop-ups or forms into your website? Use a Web campaign.
While creating your campaign touchpoints, pay special attention to:
Dynamic content - You can use personalization tags in subject lines and within the body of the email itself to show customer names, product names, prices, and more. You can also use a dynamic grid to show content based on customers’ behavior, such as product recommendations or the items they have left behind in an abandoned cart.
Templates - These allow you to save the structure and design of a piece of content so that it can be reused and personalized additional times. Learn more.
Saved elements - Any combination of images, text, etc. can be turned into a component for future use. This action will save you a lot of time when pulling a header or a footer into a new email you are creating. Refer to the following example:
At any point, just click the Help icon in the bottom right and type “Basic campaign set-up" into the search bar.
You can create segments as follows:
- In the main navigation, click the Customers tab.
- Click the Segments sub-tab.
- Click the + Segment option at the upper left.
- Edit an existing segment or click the Create New Segment button.
This tool is Optimizely’s visual segment builder. It is designed to easily and intuitively allow you to build segments just like you would speak a sentence. You can build a segment around any data point that you can send to Optimizely.
Below is an example of building a simple segment via this tool:
- Select the Have done something option and type “order” into the next pane that appears.
- For the number of orders, enter that they have ordered At least once.
- Next, input that this took place In the last six months.
- Lastly, select Done, input a segment name, and select Save.
The above example builds a segment of all customers who have placed an order within the last six months. From here, there is almost an infinite level of detail you can add with the AND operator and OR operator. Here are some ideas:
- Want to specify the SKU or category of the customer's order? Click the Filter button and type in “Root Category” or “SKU” in the pane that appears.
- Want to capture some warm leads? Look at customers who have gone on to look at more products after making that purchase we just indicated. Click the AND button next to the filter button and select customers who Have done something and specify their action as Product Detail View. You can then filter by the category, SKU, etc. that they could have reviewed.
Any of these segments can be synced directly to integrated Facebook, Google, Instagram, and YouTube accounts. If you select a segment, you will see the toggles to sync this information with these sources. Please note that the integration with Facebook includes Instagram, while the integration with Google includes YouTube.
Just click the Help icon in the bottom right and type “Segment" into the search bar.