What is a touchpoint?
Before talking about actually creating and using them, let's take a moment and talk about the actual meaning of a touchpoint. A touchpoint is a moment of contact with the visitor. This can be done in two ways:
Website: The visitor comes to your website and visits a specific page. When this happens, you want to display specific information to entice the visitor into a conversion.
Email: The visitor left a cart on your website and is recognized by Datatrics. You can use this to make contact with the visitor by creating an email. The email seen by the customer is a touchpoint.
Touchpoints can be placed in a customer journey or smart/hybrid campaign.
Click on the ‘Add Touchpoint’ button to open the touchpoint builder. This module exists out of four different sections namely: Template, Content, Targeting, and Settings. To start off creating a touchpoint, give your touchpoint a name at the top left corner.
In the next part of this article, we will show you the steps for creating a touchpoint with the builder. In this case, we want to show a notification of a product recommendation with a predesigned template to customers with at least one conversion on category pages. In the screenshot below, you can view the template we used.
The template section is the first step in the touchpoint builder. Here, you should select a template or create a new one from scratch. In our case, we select the template above.
Next, we need to decide the number of times we want to repeat the template. As we want to show a notification with an item, we just need one single block. We don’t need headers or footers as well. Check this article if you want to learn more about creating templates.
Before going to the content section, a position needs to be selected. In our case, the default bottom right position meets our needs. Click here to learn more about positions.
Here, we need to attach the right content to the viewers of this touchpoint. You can also decide to select all content, just one content item, or no content. We add a content collection of our WooCommerce items.
Below, you can choose to show a maximum of one child per parent. This is useful for (embedded) touchpoints when you want to repeat a template and have multiple versions of one single item, like a shoe in different sizes or colours. Learn more about parents and children here. We do not need to select this for one single product recommendation.
Next, we need to select a recommendation strategy. Most relevant is for us the desired strategy. After this, we can add recommendation ruling in the Advanced Settings to boost the servings of items based on certain criteria. Unlike a strategy, picking recommendation ruling is not mandatory. We skip this part.
After choosing the content, we need to configure the audience that should be targeted. We want to show this touchpoint to visitors with at least one conversion that visit a category page.
To target profiles with at least one conversion, we need to select an audience segment with this targeting:
Next, we should pick the right targeting in the real-time targeting option.
The additional settings can be found in the last section. First, a conversion to track can be selected. As we show products that can be bought, we just want to track e-commerce conversions. By selecting the proper desired conversion, the performance of the touchpoint will be shown based on the conversion. This touchpoint should not track if the visitor downloaded a leaflet, as that conversion is not this touchpoint's objective.
Next, you can schedule the publication of the touchpoint. You can set a start and end date and the weekdays and times that the touchpoint will show. We go for the instant publication option.
After the publication settings, you can set a coupon for the touchpoint in the advanced settings.
The frequency cap per user restricts the number of shows of this touchpoint per user. This is a useful setting for notification touchpoints in campaigns that overrule customer journeys. We set the frequency cap per user to not spam customers to 1 per session.
The total frequency cap per touchpoint limits the total number of the shows of the touchpoints. This should not be confused with the total frequency cap. We do not recommend using this option unless you are 100% sure.
The last rule to cover is the timing of showing the touchpoint. You can choose between the algorithm, instantly on load, on exit intent (not working on mobile devices), and custom timing. The custom timing allows you to choose between the number of seconds and the scroll height for touchpoints to show.