September 25, 2006, 12:00 AM sees conversions rise nearly 11% with active personalization

Technology from Sento captures visitor behavior on with analytics but doesn`t stop there. Dynamically serving personalized offers while visitors are still in session boosts AOV by more than 10%.

Paul Demery

Managing Editor, B2B E-commerce, one of the fashion sites in the family of sites, saw conversions rise 10.7% and average cart size rise 10.4% within 30 days after implementing a rules-based engine that dynamically optimizes merchandising on the site, based on a visitor’s behavior. During the same time, revenue per site visitor jumped 22%.

The rules-based engine from Sento Corp., called the Customer Experience Platform, is an on-demand service that analyzes customer behavior in real time, allowing sites to dynamically provide messaging and offers based on that behavior. Registration is not required to capture data on the customer’s behavior as he travels through the site. The platform tracks that behavior by tagging, similar to how web analytics capture customer behavior.


But unlike web analytics, which collects behavior data and shows patterns, the Customer Experience Platform feeds the data into its rules-based engine, which can automatically and in real time put up messaging and offers based on the behavior of the individual visitor while the visitor is still in session – according to rules set by the merchandising team. It also can mine the historical behavior of a customer to dynamically put up offers and messaging for visitors when they return to a site, if the site operator chooses to use the application in that way.


While the application had been initially developed for “right-channeling” customers to the appropriate customer service channel based on their on-site behavior, the new platform extends that on-site behaviorally-based targeting to the sales side. It also automates implementation of adjustments to merchandising on the site a retailer might make based on what analytics reveal, and it does that dynamically, in real time, the company says. set the engine rules for upselling, using them to offer color-matched accessories to visitors based on what they placed in their cart. But the active personalization by customer, the capacity that characterizes the platform, also lets site operators set rules for the engine based on other factors, such as geo-location-based rules, which can present different offers and messaging based on a visitor’s IP address; or rules based on a customer’s value, the company says.




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