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How to target expansion offers for each customer segment

Learn how to show personalized offers on your marketing site and inside your app targeting each customer segment.
Goal:
Increase Expansion Metrics
Time:
80
Journey Blocks:
7

Have you ever wanted to run a marketing campaign on your website that only certain customers can see? 

Maybe you wanted to offer specific deals to each plan. Or perhaps, you wanted to exclude certain customers from knowing you’re running a promotion in the first place. 

Regardless of your goal, as you target offers, it’s always important to provide consistent messaging on both your marketing site and inside the app. 

In the past, this proved difficult or impossible for marketers. 

But now, with Experiences and Smart Journeys, you can easily launch campaigns that can deliver on these goals while providing consistent messaging!

This playbook will show you step-by-step how to segment your customers, design personalized call to action, and track expansion revenue.

The Strategy

Our playbook consists of 7 audiences with 7 unique actions:

  • Visitors that are not customers - Sign up for the Pro (Annual) plan
  • Annual customers - Hide the offer
  • Basic (Monthly) plan customers - Upgrade to Basic (Annual) plan
  • Pro (Monthly) plan customers - Upgrade to Pro (Annual) plan
  • Business (Monthly) plan customers - Upgrade to Business (Annual) plan
  • Premium (Monthly) plan customers - Upgrade to Premium (Annual) plan
  • Platinum (Monthly) plan customers - Upgrade to Platinum (Annual) plan

These experiences were launched in 3 unique locations:

1. Homepage (above the fold)

2. Welcome Page (inside the app; in-line)

3. Top Bar (inside the app; top of page)

Placement 1 - Homepage (above the fold)

Audience 1: Default state, not a known customer. 

Our default call to action was built natively into the website (our site is built in Webflow). 

This is the default state that will be seen by all visitors who are not already-known customers. Since they do not have a trait “planID,” they will be offered to “Start your free 14-day trial.” 

It’s good practice to have your default state as a message that makes sense for all visitors. A quick way to see the default state is to open your site in incognito mode (command + shift + N). 

Audience 2: Exclude annual plans 

Our promotion here is an offer to upgrade monthly plans to annual plans. 

Because this is not a relevant offer for any users already on annual plans, we want to hide this offer when they visit the site. We target people who are on annual plans using the trait planID. So when someone with the planID = basic_annual visits the page, this experience will be shown. 

Hiding this offer is a simple as writing 2 lines of CSS! 

Just set the display to none for the block:

The result is that when a visitor is known to have an annual plan active, they will not see the default state of “Start a free 14-day trial”.

Audience 3: Basic (monthly) users 

We want to show only Basic users on a monthly plan the offer to upgrade to annual. The way we target this audience is segment visitors who have the trait “planID” containing “basic” but not containing “annual”:

There are 8 changes we made to personalize this call to action:

  1. Used the firstName merge tag to highlight the offer is just for them.
  2. Changed the offer from a “Get started for a $200 Amazon gift card” to “Upgrade for a $75 Amazon gift card”.
  3. Changed the plan from Pro Annual to Basic Annual.
  4. Updated the terms sub-headline to match accordingly. 
  5. Changed the button’s text and link. Instead of the button taking the visitor to a signup page, it opens Intercom with a prefilled message asking for an upgrade.
  6. Updated the gift card’s amount from $200 to $75 — which is just text.
  7. Personalized the “To” text on the gift card to say their name using the firstName merge tag.
  8. Updated the terms of the offer. 

Audience 4: Pro Monthly Users 

You’re going to start to see a pattern here for how we target each audience. Just as we did for Basic (monthly) users, we’ll include users who are on a plan that contains Pro, but exclude any users whose plan contains Annual. 

Since this audience is for current customers, the messaging has been updated from “Get started” to “upgrade now”. 

You’ll notice these changes in the headline, button, and fine print terms of the offer. 

Audience 5: Business Monthly Users 

This experience is the same as the last two with each element personalized for Business (monthly) users to upgrade to Business (annual).

Audience 6: Premium Monthly Users 

This experience is the same as the last three with each element personalized for Premium (monthly) users to upgrade to Premium (annual) plans.

Audience 7: Platinum Monthly Users 

This experience is the same as the last four with each element personalized for Platinum (monthly) users to upgrade to Platinum (annual).

Placement 2 - Welcome Page (inside the app; in-line)

In the past, it was impossible to have your marketing website your web application have consistent messages. Now with Experiences, you can match an offer from the front-end of your website to the inside of your application. 

When a user visits your home page, they will see the personalized hero image. This offer allows users in the app to upgrade directly from their dashboard — pretty nifty, eh? 

We built this CTA by injecting a Proof Smart Journeys block, then duplicating and editing it for each audience. We wanted our messaging to match on the home page for Basic, Pro, Business, Premium, and Platinum users. 

Here a video of how we built the call to action using the Smart Journeys visual editor:

When they click on the “Upgrade Now to Claim Deal,” we trigger Intercom with a pre-filled message so all a user has to do is click send. 

Then, our customer success team handles it from there. 

Placement 3 - Top bar (inside the app; top of page)

As one more touchpoint for users to see this offer, we’ve added a Smart Journeys bar to the top of our most-visited page in the app. 

All the visitor has to do is click “Learn More” and it will take them to the welcome page (Placement 2) where they will see all the details of the offer.

Final Say

In the past, it’s been impossible to personalize offers for segments of users across the marketing site and inside the app. 

Now with Smart Journeys, you can. In this playbook, you learned how we targeted 7 different audiences with unique offers and placed call to actions in both the app and on the marketing site. 

Campaigns like this can be used for converting new customers to expand current customers. Product teams could use this playbook to increase feature adoption or cross-sell products. 

When your marketing site and application messaging are aligned, your campaign will be much more effective. Jump into Smart Journeys now and give it a shot!

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