Optimize Concierge journeys for data collection

This article assumes that you’ve already onboarded with Attentive Concierge™ and understand how Concierge works. If you haven’t yet, you may want to check out the following before proceeding:

Although we’re confident that Concierge will boost customer service and business outcomes for your brand, we’re also confident that you’ll want to see the results for yourself. There are two key ways to track the performance of Concierge for your brand:

Add a non-Concierge message path to Concierge journeys

A/B tests in journeys let you test different variations of the same message or different messaging strategies within the same journeys. Some Concierge journeys, like site visitor journeys, automatically include three different variations of the initial Concierge prompt to see which works the best. We recommend adding a fourth test branch that doesn't include a Concierge prompt. This way, you’ll be able to see whether – and by how much – Concierge agents improve your journeys.

To add a non-Concierge test branch to a site visitor journey:

  1. Go to Journeys.
  2. Click + Create journey.
  3. If you’ve already created a Concierge site visitor journey, open it. If not, click the Site Visitor - Concierge tile, and then click Get started.
  4. Click the A/B test step.
    con-dopt-click-ab.png
  5. In the A/B test panel, click Add variation.
  6. Click Save.
    Your site visitor journey now includes an A/B test step with four branches. By default, an equal number of subscribers will receive each message variation.
  7. Hover over the dot in the Variation 4 branch, click the plus sign, and then click Send text message.
    con-dopt-add-txt-step.png
  8. Add message copy for the non-Concierge message. Don’t forget to include a link back to your store!
  9. Click Save.
    con-dopt-preview-step.png
  10. Turn on your journey.
    Now, 75% of subscribers who enter this journey will receive a Concierge prompt message, and 25% will receive a non-Concierge message.
  11. After a period of time, check back to evaluate your results!

Add custom UTMs to journey personalization links

You can build unique UTMs for each link sent by agents. Although this can be time-consuming, it’s a great way to get a much more granular perspective on which links subscribers are clicking and which ones they're not. You can use the results to further refine your messaging strategy, as well as to provide further feedback to your Concierge agents.

Why should each UTM be unique?

It’s important that each of your UTM campaign names is unique because it will make it easier to correctly attribute which messages were the most successful. If you send five messages that all use the same UTM campaign, it won’t be possible to determine which of those messages resonated the most with your subscribers.

Tips for naming UTM campaigns

You’ll have a much easier time both naming and keeping track of your UTMs if you have a naming scheme in mind before you begin. Generally, it’s easiest to follow a scheme such as:

Journey name-Step type-Number

For example, if you followed the above convention for a site visitor Concierge journey, the first UTM in the Forward to concierge step would be:

Site-visit-forward-1

And the first UTM in the {productLink} personalization sent by a Concierge agent would be:

site-visit-concierge-1

Add UTM tracking to a {productLink} personalization

You can add unique UTMs to the {productLink} personalization for tracking. This lets you attribute each click to a specific message within a journey.

  1. Go to Journeys.
  2. Create or open a Concierge journey.
  3. Click the first (the furthest left) Send text message step that includes a {productLink} personalization.
    con-dopt-click-msg.png
  4. Click the {productLink} personalization.
    con-dopt-click-personal.png
    The Edit dynamic link window opens.
  5. Enable Add Google Analytics link tracking.
    con-dopt-edit-link.png
  6. By default, the UTM campaign name is inherited from the name of the Send text message step you clicked earlier. Append the UTM campaign name with a number or brief description of the destination of the personalization.
  7. Click Update.
  8. Click Save on the Send text message panel.
  9. Repeat the above steps for each place you included the {productLink} personalization in this journey.
  10. Click Turn on.
    From now on, whenever a subscriber clicks a {productLink} in this message, it's attributed to this specific message.

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