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Overview

The WELCOME WPO is about offering personalized product recommendations on your start pages (e.g.: home page).

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Purpose

Optimization of product recommendations on the start/landing pages to start the visit as relevant as possible and reduce bounce rates.

Optimal alignment with the origin of the visit, prior knowledge of the visitor, and your current business goals.

How should the widgets appear visually?

The WELCOME widgets typically are displayed with a label (title) on top and a slider or product recommendations (with left and right arrows) as documented as “product slider” in the https://boxalino.atlassian.net/wiki/spaces/BPKB/pages/57671688/Check-list+empower+your+Website+Layout+with+Narratives#Layout-Blocks-(Templates)-Check-list. There might be several blocks on the page, one below each other, or in different sections of the page.

Key focus: Visitor Journey Personalization (VJP)

Personalization is important here because your start pages have a very broad context (on your home page, every product of your e-shop might be considered, while on a search or category page, only the product matching the search or the category are in context). Therefore, instead of “simply” showing your global top-sellers, current promotions, or novelties, you can instead (or in addition) select products matching the prior click and purchase behavior of each visitor individually. But as many visitors might not be logged in, we recommend putting more focus (at least at first) on the Visitor Journey Personalization (VJP).

Related WPOs

The WELCOME WPO belongs to the AWARE customer journey step (first column of the diagram above) and corresponds to LEVEL 1 as it is solely about products and not other types of content: combine it with PROMOTE, READ to also support recommendations of other types of content like banners or blog articles and use it within a smart, personalized and dynamic layout with PRESENT.

What widgets should you consider?

One or several product recommendations blocks, each with a specific label, can be integrated into each start page.

Each block can display the products in a slider or in a grid (the number of products per block is not limited but is typically less than 20). The number of blocks is also not limited and will be returned in a sequence by our API. Combine it with PRESENT to retrieve a dynamic personalized list of blocks embedded in a complete page layout (including other visual blocks for banners, information messages, emotional pictures, … all of which can be also personalized and A/B tested). As an example of such a case, here is a use case with Marketing Topics: https://boxalino.atlassian.net/wiki/spaces/BPKB/blog/2020/08/26/169148418

WPO Optimization Strategies

Here is a selection from our Best Practice Strategies in 3 sections (what to configure before your go-live, what could be your first A/B test about and more advanced practices for later stages).

1. What to start with (for the go-live)?

2. What could be a/b tested first?

3. What else could be experimented with?

Expand the list to see all the additional Best Practices of this WPO.

Additional ideas for Widget Strategies

• Request 4-5 highly specific blocks and only display the first 2-3 returning some recommendations

• Change the label of your blocks depending on the content of the recommendations (e.g.: “Your personal suggestions” versus “Our best-selling articles”)

• Segmented personalization (based on the visitor’s traffic source, device, etc.)

• If your widget is labeled “bestseller”, consider setting up a FILTER with a minimum number of sales or with a bestseller label in the Best Practice to avoid the risk that personalization starts showing products with lower sales levels

Onboarding project plan

Here are our suggestions for the project management steps of the Welcome widgets.

Integration notes

• Pre-requisites: Data exports (products, transactions, and optionally customer data) and Boxalino Tracker integration.

• Boxalino Narrative should be configured in Boxalino’s admin on the first appearing widget on the page (which should be the one called in the API request). The Narrative should define the layout of all the widgets (name of the widget to be indicated in the accessor parameter possibly with a hitCount to define how many products should be returned, for example: “topsellers[hitCount=15]”) as well as the labels.

• Boxalino Narrative API will return a list of blocks (for each block of product recommendations) each with a list of sub-blocks (with the list of products) as documented here, (make sure to make only one call to our API to retrieve all widgets and not a call per widget which would cause poorer speed performance on your frontend)

• The products returned will always include the product ids (which might be all you need) and other product fields can be returned as well if requested in the API calls (see Return Fields)

• The request and the response should not be cached (consider an AJAX call in case you need to cache some parts of your page for performance reasons).

• Make sure to tag your HTML with the required classes and entities returned by Boxalino as bx-attributes so the Boxalino tracker can identify automatically the scrolling behavior (including the appearance of the products when using the slider arrows).

• Before going live, make sure to control the Tracker Checklist