Introduction

A website is being browsed by hundreds of anonymous users each day. Defining the intent of all these users is slightly tricky. However, there are various indicators such as users coming back to the website again or browsing a particular product or set of products but they cannot conclude the purchase. There can be various reasons for this but for a marketer, this is a high-intent user and they need to be engaged with relevant communication.

Since these users are anonymous, business does not have their email address or mobile number, and targeting them with outbound communication would be limited to web push notifications. To engage with these users, we have to rely on inbound communication, On-site Messaging (OSM). This can be used to nudge the users to go ahead and close the purchase.

In this article, we will create an OSM campaign to engage with anonymous users.

Create an OSM Campaign

In this section, let us create an OSM campaign.

Step 1: Target Users

1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign, or click + Create new > Campaign.
2. Under Inbound, click On-site.
   
   You are taken to the first step "Target users" of defining your campaign.
3. Enter the following details:
   • Campaign name: Enter a name for the campaign. For example, "Engage Anonymous Users".
   • Campaign tags: Select the relevant campaign tags.
4. In the Target platforms section, select Web.
   
5. In the Trigger criteria section, select On Page Load because the aim is to show a pop-up when the user visits the website.
6. In the Select trigger time section, select After Delay and set the delay as 5 seconds. For the targeted users, when they open the website the next time, the on-site message will be triggered after 5 seconds.
   
   
7. In the Select pages section, select the All pages option.
8. In the Target Audience section, define your audience as "Users who have viewed your products multiple times but not made a purchase".
   
   

   info	Information Campaigns become visible within minutes after publishing.

9. After the segment is refreshed, users who fulfill the segment criteria can view the campaign. More details can be found here.
   
10. Click Next to move to the second step "Content" where you can define the content that will go into your campaign.

Step 2: Content

For our use case, let us select the New Editor, which has over 40 different designs to choose from.

The communication can be of the following two types. You can use either of these communications to nudge your users to push for the next step:

• Non-personalised Communication: This would be an OSM with a simple message such as a coupon code.
  
• Personalized Communication: This would be an OSM with details such as Product Name and Image with an engaging message.
  

Click Next to move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

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 like to track.
3. In the Campaign priority section, assign a priority to this OSM campaign. Assigning a priority helps you decide which OSM to be shown to a user when they are eligible for more than one OSMs at a specific time. For example, selecting Critical makes sure that the users will always see this even when there are other campaigns that they are eligible for. For more information, refer to Create OSM Pro 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 Pro Campaign.
   
6. Click Publish.

Conclusion

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

OSMs are a powerful tool to remind your users or to send an outbound message to help them process to the next step. If the user adds to a cart or purchases - apart from increasing the LTV, they are sharing the contact information which can be used to engage with them through outbound communication.