Introduction

Hundreds of anonymous users visit a website daily, especially in e-commerce, making it challenging for marketers to determine their exact intent. However, certain behaviors, such as returning to the site or repeatedly viewing specific products, can indicate high intent. We can view these users as highly interested and prioritize engaging them with relevant communication.

Since these users are anonymous (users who haven't created accounts or logged in to your website), outbound communication is challenging because we lack their email addresses or phone numbers. Therefore, we should use inbound communication strategies, such as On-site Messaging (OSM), to effectively engage with these users and encourage them to purchase products.

Advantages of engaging with anonymous users on your website

• Target untapped potential: Anonymous users on your website represent a large, often untapped, audience that could become highly engaged customers. Some marketers overlook anonymous users, resulting in missed opportunities to build relationships and drive engagement.
• Increased engagement: Brands that actively engage with anonymous users can significantly boost engagement and increase sales.
• Improved conversion rates: Personalized experiences and targeted messaging for anonymous users can lead to higher conversion rates.
• Enhanced retention: Building relationships with anonymous users can increase customer lifetime value and long-term retention.
• Better utilization of marketing budget: By focusing on engaging anonymous users, you can potentially improve the efficiency of your marketing spend and achieve a better ROI.

We will achieve this use case by creating an OSM campaign to engage with anonymous users.

Expected Result

When users visit the website, they will see the following pop-up message.

Create an OSM Campaign

In this section, we will create an OSM campaign.

Step 1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Inbound, click On-site.
   
   You are taken to the first step, Target users, for defining your campaign.
4. Define your campaign with a name and tags.
5. In the Target platforms section, select Web.
   
6. In the Trigger criteria section, click On Page Load to display a pop-up when the user visits the website.
7. In the Select trigger time section, click After Delay and set the delay to 5 seconds. This ensures that when the users open the website the next time, the on-site message will be triggered after 5 seconds.
   
8. In the Select pages section, click All pages.
   
9. In the Target Audience section, define the audience as users who have viewed products multiple times and not added to the cart in the last 10 days, as shown below:
   
   

   info	Information Campaigns become visible within minutes after publishing.

   For more information, refer here.
10. Click Next to move to the second step, Content, where we will define the content for your campaign.

Step 2: Content

1. On the Prebuilt and saved templates tab, use the search box to search for the template using the keyword lead.
2. Hover over the required template and click Select Template. You can also start from scratch by selecting Blank Popup Template.
   
3. You can add personalized elements to your campaign. For example, you can personalize the product name instead of a generic word. Follow the steps shown in the GIF below. For more information, refer to Personalize.
   
4. Click Next to move to the third step, Schedule and goals, where you can define the campaign's schedule and goals.

Step 3: Schedule and Goals

1. In the Send campaign section, define when you want to start and end your OSM campaign.
   
2. In the Conversion Goals section, add conversion goals that you would like to track.
3. In the Campaign priority section, assign a priority to this campaign. For example, selecting Critical ensures that the users will always see the campaign even when there are other campaigns for which they are eligible. For more information, refer to Create OSM Campaign.
4. In the Global Delivery controls section, turn the Ignore global minimum delay toggle on to override the defined minimum delay between any two campaigns defined in settings.
5. In the Local Delivery controls section, define the controls based on your requirements. For more information, refer to Create OSM Campaign.
   
6. Click Publish.

Conclusion

In this use case, we created an OSM campaign to engage with anonymous users.

OSM is a powerful tool for reminding your users or sending an outbound message to help them proceed to the next step. If the user adds a product to the cart or makes a purchase, apart from increasing the LTV, they share contact information that can be used to engage with them through outbound communication.