Datatrics gives the possibility to create personalized Customer Journeys and Campaigns.

Here you can learn more about the difference between Customer journeys and campaigns.

This article will explain when and why you should create a second Customer Journey.

When you start with Datatrics, you always start with a basic Customer Journey for all visitors. For each buying phase, you can show several different touchpoints such as; “USPs”, “There are currently X people shopping”, “Product recommendations”, and “Different payment methods” By starting with this, the algorithm learns and eventually sees which phase of the Customer Journey a visitor is in. So this is always a good starting point.

In this article, we explain more about the different buying phases.

When you use Datatrics for a while, creating a second Customer Journey can become interesting, but why and when?

First, it’s essential to know that visitors can be assigned to a max of one Customer Journey. So when creating different journeys in one project, visitors see touchpoints from one Customer Journey until they are assigned to another Customer Journey.

Second, you must have enough data.

The target group becomes smaller when you create multiple Customer Journeys with several touchpoints. Someone must match the targeting of one of the Customer Journeys and be in a specific buying phase to see the touchpoints.

The moment there are not enough visitors who meet the targeting, the group will become too small, and the touchpoints will not be shown enough to ensure that the results are significant.

You need to ensure that every touchpoint in a journey can have at least 100 views and 10 conversions per day in both the show and the hide A/B test groups. So if you create a journey with only one touchpoint per buying phase, the recommended audience size is at least 100 (views per day) * 30 (days per month) * 2 (A/B test groups) = at least 6.000 visitors and 600 conversions per month.

You can add multiple touchpoints per buying phase, but you should make sure they won’t compete with each other. So, for example, show one touchpoint on product detail pages and another on category pages.

If you add two touchpoints in a buying phase who are “competing”, so they have the same targeting or none, the recommended journey audience size doubles to at least 12.000 visitors and 1.200 conversions per month.

It is essential to understand if your customers have different needs and how you can reach out to them with the right and impactful information. Creating a second Journey will be effective if your e-commerce has some broad categories of users who might have different needs; in this way, you can send the right message to the right group.

In this way, you can create even more personalized shopping experiences.

Some examples are if you have B2B and B2C customers or operate in the travel sector and could differentiate between business and leisure travelers. You could also create different Journeys in multiple languages if your e-commerce is available in different countries.

These are some examples of what different touchpoints for different Customer Journey might look like:

B2B / B2C Customers

When you have B2C and B2B customers, it is good to distinguish between them. A private customer who orders something for him or herself would like to see specific recommendations than a business customer who may place more frequent and larger orders that might be more interested in buying in larger quantities.

An orientation phase for a business customer also probably looks different than for a private customer. Business customers often know what they need and search specifically. A private customer looks around longer and compares products with each other before making a purchase.

You can target B2B visitors based on the URL if there is a separate B2B shop, or you can target visitors who are logged in on your website with a business account. If you have a list of all your B2B customers, you can import these profiles with a ‘tag’ like ‘business’ or ‘B2B’, for example, then it is possible to target this specific profile field in the Journey.

Business / Leisure Traveler

If you operate in the hospitality sector, it could be interesting to distinguish between business and leisure customers. Business customers may come back more often and have different needs than leisure travelers.

For example, a business traveler could be more interested in facilities with meeting rooms or needs such as parking spots. Instead, leisure travelers might be more interested in services such as SPA treatment, guided tours, and more holiday activities.