Flow Controls enable the marketers to control the user movement inside the Flow. Following are the flow controls:
The MoEngage system provides marketers the flexibility to configure the duration for which the user will wait in a specific stage in the flow before taking the next action. Marketers can choose specific time frames such as users moving to the next stage on weekends at specific time slots or on Mondays at specific time frames or choose a rolling time frame such as 30 minutes, 6 hours, 24 hours, and so on.
Such flexibility in choosing time slots to move the users to the next stages helps marketers control the time of delivery of the campaigns thus ensuring better conversion rates and engagement. The following options are available:
To configure wait time, do the following:
- Click on the plus icon to add the 'Wait for/till' control.
- Click Wait For/Till.
- Click on the pen icon to edit the wait till/for time.
- The following screen pop-ups. Set the desired wait time using the options provided.
This option can be used to set the duration for which the user will wait in the flow before taking the next action or before moving to the next stage in the flow.
Choosing this option ensures that the user has to wait in the flow for a specific time duration such as an hour, 6 hours, 30 minutes, and so on.
Only after the time interval elapses can the user move to the next stage of the flow.
This is useful in cases when marketers wish to provide some buffer time for the end user to react to the messages or notifications sent.
- Type or use the up and down arrows to set the wait time.
- Select minutes, hours, or days from the drop-down.
- Note: The minimum wait time is five minutes and the maximum wait time is 30 days.
This option allows marketers the flexibility to move users to the next stage of the flow on:
- a specific day of the week such as Monday
- weekdays between the specified time slots
- weekends between the specified time slots
- daily within the specified time slots
- The following options are available: Any day, Weekdays, Weekends, and the individual days of the week. Select one of these options.
- The time slots can be selected in the fields adjacent to the dropdown. Choose the specific time interval on the selected day(s) between which the users in the flow will move to the next stage. The various options in Time Slot are shown below.
- Choosing 'Any Day' and the time frame as between '5:10' pm to '7:15' pm will mean that the users will move to the next stage in the flow from 5:10 pm to 7:15 pm daily.
- If a user enters the flow today at 5 pm, they will move to the next stage today at 5:10 pm while a user entering the flow today at 7.16 pm will move to the next stage of the flow tomorrow at 5:10 pm.
- Select Weekdays and the time frame as between '11' am and '4' pm. This will mean that the users will move to the next stage in the flow from 11 am to 4 pm daily from Monday to Friday.
- If a user enters the flow on a Monday at 5 pm, they will move to the next stage at 11 am on Tuesday.
- Any user entering the flow after 4 pm on Monday to 11 am on Tuesday will move to the next stage at 11 am on Tuesday.
- However, note that any user entering the flow after 4 pm on Friday will wait until the next Monday till 11 am to move to the next stage.
- If weekends are selected, users will move to the next stages only on the time frames specified on Saturday and Sunday. For example, if Weekends is the option selected and the time frame specified is 6 am to 6 pm.
- Users entering the flow on any day of the week until Saturday till 6 am will move to the next stage of the flow at 6 am on Saturday.
- Users entering the flow between 6 am to 6 pm on Saturday will move to the next stage immediately and those entering the flow after 6 pm on Saturday will have to wait till 6 am on Sunday to move to the next stage of the flow.
- Users entering the flow post 6 pm on Sunday will have to wait until 6 am next Saturday to move to the next stage.
Day of Week
- Select Tuesday and the time frame as between '8' am and '10' am. This will mean that the users will move to the next stage in the flow from 8 am to 10 am every Tuesday. If a user enters the flow on a Monday at 5 pm, they will move to the next stage at 8 am on Tuesday.
- Users entering the flow between 8 am and 10 am on Tuesdays will immediately move to the next stage in the flow.
- Any user entering the flow after 10 am on Tuesday to 7.59 am on the next Tuesday will move to the next stage at 8 am on the next Tuesday.
- This option enables marketers to choose a custom date range as shown below. A maximum of 30 days can be chosen for the date range.
- For example, if the time range chosen is 8th Aug 2022 to 10th Aug 2022 and the time range is between 6 am to 6 pm, this would mean that users who are already in the flow till 6 am on the 8th of August 2022 would move to the next stage of the flow after 6 am on 8th Aug 2022.
- Users entering the flow between 8th Aug 6 am to 6 pm would move to the next stages immediately.
- Users entering the flow after 6 pm on the 8th of August to 6 am on the 9th of Aug will wait until 6 am on the 9th of August to move to the next stage of the flow.
- Users entering the flow after 6 pm on the 10th of August 2022 would be dropped off the flow as the wait times for the next stages would have elapsed.
This option allows marketers the flexibility to move users to the next stage of the flow only within a specified time frame.
This can be used when there are special deals or offers that are coming up.
If there is a festival sale, the marketer can configure the date and time for the flow based on the time and date of the sale and ensure that the users move to the campaigns for the sales only when they want to notify the user about it (pre-sale window and when the sale is on).
Date and Time
This option allows marketers to select the Next Day, Next <Any day of the week>, a specific date, and the time till which the user has to wait before moving to the next stage.
- Select the time period until the next day till which the user will wait to move to the next stage of the flow. For example, choosing the next day till 5 pm will mean that users entering the flow from now until 5 pm tomorrow will have to wait till 5 pm to move to the next stage of the flow.
Next <day of the week>
- Select Next <day of the week> and the time to make users entering/in the flow wait until the next chosen day of the week and the time specified to move to the next stage of the flow.
- For example, if a festival offer or some sale is about to start on Friday at 7 am, marketers can make the users entering the flow wait until say Thursday at 7 pm to move to the next stage of the flow. The next stage of the flow could be sending push campaigns to the user about the sale or deals coming up on Friday.
- Thus, anyone entering the flow until Thursday at 7 pm will wait till 7 pm on Thursday to move to the next stage of the flow.
- Choose a specific date and time till which the user will have to wait in the flow before moving to the next stage of the flow. A maximum of 60 days from the current date can be chosen here.
- For example, choosing 8th Aug 2022 till 6 pm will mean that the users will have to wait till 6 pm on the 8th of August 2022 to move to the next stage of the flow.
- Note: Users entering the flow after the specified wait time will be dropped off the flow. Thus, in the example above, any user entering the flow after 6 pm on the 8th of August will be dropped off the flow.
Send your users to any existing stage in the same Flow using Go To. Adding Go To stage will delete the flow branch below this stage.
- Click the plus icon
- Click Go To
- Click the pen icon to edit
- Search and select the destination stage on the Go To page.
- Click Done to add the action or click Cancel to cancel the action.
POINTS TO REMEMBER
A/B Split allows you to test up to 5 variations of flow paths to determine which is the best performing option. You can experiment with different channels, different messages on the same channel, and different message frequencies across these flow paths.
You can set up the experiment and, after analyzing the performance of each branch on publishing the flow, change the user distribution in favour of the winning branch. This will enable most users entering the flow to go forward with the best-performing branch.
Opt for intelligence
You can let MoEngage Flows automatically adjust the user attribution in favour of the best-performing branch as more and more users enter the flow.
Add A/B Split at any part of your flow from the control category of flow stages.
- Add the number of branches you want to experiment with. You can add up to 5 branches in one A/B split stage.
- Configure the user distribution split for each branch. The variation percentage can be anything between 0-100 for each branch.
- Make sure that the sum of all the branch variation percentages is 100.
You can use the A/B split at any stage in a flow and add up to 5 A/B splits in one flow.
Please make sure to add different display names of each branch to distinguish between the branches on canvas.
Understanding the Performance
As users keep entering the flow, each branch's performance keeps updating on the canvas.
- Email (50%) denotes the display name of the branch and the configured user distribution for the branch, which is 50 in this example.
- 4 Done is the actual number of flow trips that have gone through this branch.
- Converted trips are the number of branch trips that resulted in at least one conversion. 75% is the Conversion rate for the branch in the example above.
- The engagement score is a derived metric reflecting the engagement of the branch. Higher the number better the engagement. Read more about how engagement score is calculated here.
What is a branch?
Finding a winner
To analyze and compare the branches' performances, you can check out the report for your Split node.
You can either click on the report option hovering over the stage on canvas or go to the split node stats section in the flow's detailed stats page and filter on a particular split node from the dropdown.
After analyzing the branch performance, you can choose to edit the configured user distribution so that most of the users entering the flow next will go forward through the best-performing branch.
Intelligent path optimizer
Intelligent Path optimizer allows you to A/B test up to 5 branches where Sherpa automatically keeps adjusting the user distribution towards the best-performing path. You can focus on experimenting on which channel to use or what should be the messaging frequency in each branch and let Sherpa optimize the user distribution.
While deputizing Sherpa to optimize the user distribution, you must also configure the metric you are expecting to maximize in your flow. This can be one out of Engagement, Conversion, or both.
If you wish to handle the user distribution manually, you can opt for A/B Split. Read more about it here.
You can Add an Intelligent Path optimizer at any part of your flow where you want to experiment with some worthy alternative options. You can find the option to add this in the Control section of Flow stages.
Make sure you name each branch distinctly to identify them on the canvas. At every stage, you can experiment with up to 5 flow paths, and in each flow, you add up five such stages.
Maximized metric selection
MoEngage Flows are used to solve a variety of use cases which can be generalized into two main categories.
- For increasing user engagement
- For increasing user conversions
So while optimizing a flow, we depend on your selection of metrics to be maximized in order to align the optimization to the Flow Goals.
How does this work?
Initially, the users get uniformly distributed, and as we get more performance results, sherpa keeps adjusting the user distribution towards the best-performing branch. Based on which metric is configured to be maximized, we track different performance stats of each branch involved in the experiment.
- Maximizing Conversions
For each branch, we aim to maximize the ratio of converted branch trips/total trips of the branch. This can be loosely termed as the Branch CVR as well.
Things to notice
MoEngage refrained from using total branch conversions as the maximized metric as that would give preference to users doing multiple conversions on a branch and would also favour a branch having more action campaigns. Both necessarily would not mean that the branch that eventually wins is the most optimized one.
We believe that our approach relies on finding the optimized branch based on the most common user behavior leading to conversion.
- Maximizing Engagement
Similar to the conversion calculation, we aim to optimize the total engaged trips instead of total engagement for each branch. To do this, we give an engagement score to each branch and try to maximize that score instead of total clicks or email opens of the branch.
The engagement score for the branch is the ratio between the number of branch trips that have fetched a click from at least one of the action campaigns(BTC) + one-tenth of the number of branch trips that have only fetched email opens(BTO) and Total Branch Trips.
Engagement Score = (BTC+ 1/10(BTO))/Total Branch Trips
The engagement score allows us to optimize for the best-performing branch, which might not necessarily be the branch with the most clicks or most emails open.
If this approach does not suit your use case or expectation, please reach out to us at firstname.lastname@example.org
- Maximizing the combination of Engagement and Conversion
For each branch, we combine Branch CVR and Engagement score with emphasis on branch CVR as we believe fetching conversions is more important than generating engagement. So the Maximized metric, in this case, becomes Branch CVR + 1/10( Engagement Score)
Sherpa will distribute maximum users toward the best-performing branch when the user reaches the path optimizer stage.
Sherpa will not stop distributing users towards low-performing branches even when a branch is identified to be performing better as the best-performing branch may keep changing from time to time as more and more users go through the flow.
Each flow branch's performance keeps updating on the flow canvas as more and more users go through it.
- A branch can be identified by its branch name. Email is the branch name in the above example.
- 4 done is the number of branch trips in the above example, and these 4 trips constitute 66.67% of the total trips reaching the intelligent path optimizer stage.
- Convertrip trip count is the number of branch trips that lead to at least one conversion from one of the action campaigns in the branch.
- The engagement score of the branch is also shown for each branch, irrespective of which metric is maximized for the branch.
What is in a branch?
To analyze and compare the branches' performances, you can check out the report for your Split node. You can either click on the report option that appears on hovering over the stage on canvas or go to the split node stats section in the flow's detailed stats page and filter on a particular split node from the dropdown.