The New WebEngage – A Primer

Why the change?

You have known us as an on-site customer engagement tool. We helped you improve your web conversions with our on-site notification solution. We helped you collect users insights via our on-site surveys. While doing that, we were already gleaning a lot of session and behavioural data of users on your website, so that we could let you target them better for all your on-site campaigns (surveys or notifications).

This data was a key driver behind the change. We quickly understood how valuable would it be to expand the scope of our targeting engine from “session activity” to “historical activity” of users. With some pilots around this for on-site campaigns, we realized the potential of being able to do such a thing.

Furthermore, mobile was a natural extension of our product. So, we rolled out SDK’s for Andriod and iOS to track user data and behaviour across these platforms. Other than user tracking, these SDKs, once integrated, will let you engage users via push notifications and in-app messages.

The coolest thing is that we create unified user profiles across devices! This essentially means that you can, now, easily do cross-device targeting for your engagement campaigns.

Last but not the least, we included Emails and Text Messages as 2 more engagement channels inside our module.

So, what’s the new stuff?

WebEngage is a cross-device, multi-channel user engagement platform.

Duh! Too many jargons in a single line? 🙂

By the time this video gets over, you’d start loving us more than ever before. Presenting to you WebEngage’s new explainer video (2 minute watch) …

Cross-device signifies our ability to track and target users across devices – Web (desktop & mobile web), Android and iOS devices. We let you build rich user profiles so that you could segment these users. Using segments, you could send highly contextual messages to your users. Using user profile info you can personalize these messages to maximize conversions even further.

Multi-channel user engagement signifies our ability to communicate with your users via Website Messages (the product you used all this while), In-App Messages, Mobile Push Notifications, Emails and Text Messages. All these channels have built in personalization and conversion tracking capabilities.

Platform signifies our ability to facilitate a two way data exchange between your CRM, LMS or Database systems AND WebEngage. We are building a lot of exciting stuff here.

Wow! How do I get started?

To effectively use our new suite, you’d need to follow these 4 simple steps …

1. Integrate our latest SDKs in your website and mobile applications

In the configuration page on your dashboard, you’ll find options and instructions to integrate the respective SDKs.

Existing customers, please make sure you switch to the latest version of our JavaScript SDK for your website. For your mobile apps, you’d need to integrate our Andriod / iOS SDKs into your apps. Our customer success team is available round the clock to help you with the integration. Please feel free to reach out to us on support at webengage dot com for any help.

2. Start tracking users and events to build rich profiles and user segments

By simply being present on your website or app, without you having to do anything else at all, WebEngage starts building actionable user profiles for you. We start tracking users anonymously by storing attributes like acquisition source, pages / screens viewed, time spent, repeat visits, geo location and more.

If you start passing user and event information, these profiles get enriched further ..

webengage.user.identify('john.doe@gmail.com');
webengage.user.setAttribute({
    'we_first_name': 'John',
    'we_last_name': 'Doe',
    'LTV': '$2,546'
});
// import WebEngage 'User'
import com.webengage.sdk.android.User;

// Get an instance of 'User' object
User weUser = WebEngage.get().user();

weUser.loggedIn("john.doe@gmail.com");
weUser.setFirstName("John");
weUser.setLastName("Doe");
weUser.setAttribute("LTV", "$2,546");
WEGUser* weUser = [WebEngage.sharedInstance].user;

[weUser loggedIn:@"john.doe@gmail.com"];
[weUser setFirstName:@"John"];
[weUser setLastName:@"Doe"];
[weUser.setAttribute:@"LTV" withStringValue:@"$2,546"];

You can track user behavior, their actions, interactions across devices using events. With every event, you can also track attributes related to that event. For example, if you wanted to track the event “added to cart” with some data about the items which were added, here’s how you would do it using our SDK:

webengage.track('Added To Cart', {
    productId: 1337,
    product: 'Givenchy Pour Homme Cologne',
    category: 'Fragrance',
    price: 39.80,
    currency: 'USD',
    quantity: 1
});
// import WebEngage 'Analytics'
import com.webengage.sdk.android.Analytics;

// Get an instance of 'Analytics' object
Analytics weAnalytics = WebEngage.get().analytics();

Map<String,? extends Object> attributes =
    new HashMap<String,? extends Object>();

attributes.put("productId", 1337);
attributes.put("product", "Givenchy Pour Homme Cologne");
attributes.put("category", "Fragrance");
attributes.put("price", 39.80);
attributes.put("currency", "USD");
attributes.put("quantity", 1);

weAnalytics.track("Added To Cart", attributes);
// Get an instance of 'WEGAnalytics' object
WEGAnalytics weAnalytics = [[WebEngage sharedInstance].analytics;

[weAnalytics trackEventWithName : @"Added To Cart"
andValue : @{
  @"productId" : @1337
, @"product" : @"Givenchy Pour Homme Cologne"
, @"category" : @"Fragrance"
, @"price" : @39.80
, @"currency" : @"USD"
, @"quantity" : @1 };

To make it easy for you, we have created these event templates for ready reference.

Here’s how an enriched user profile looks like ..
Unified Rich User Profiles - WebEngage

3. Build segments

You’ll see a new menu item on the left navigation panel of your dashboard – Segments.

Using this feature you can create segments of users on the basis of user attributes, level of engagement, lifecycle stage, user behavior – i.e. presence or absence of activity or a specific action, geographic location, device attributes like platform, app version and much more.

Segmentation - WebEngage

These segments can be saved and analyzed over a period of time as cohorts, tracking macro characteristics and behavior of your audience over time.

Segment Stats - WebEngage

4. Finally, ENGAGE!

Now that you have users and segments, you can use the channels below to engage with these segment of users.

4.1 Web Messages – The good old Notification, Survey, Feedback tools …

Accessible from the “Web Messaging” section under the Engagement menu, these are still very much a part of our vision and mission going forward. In fact, they’re stronger than ever with reusable segments coming into action on this channel as well. So when you create notifications or surveys for your website audience, you’ll be able to target users using pre-built segments.

Notifications, Survey, Feedback - WebEngage

4.2 Push Notifications – Mobile App Marketing. Re-engage users. Improve retention. Drive repeat behavior

Use a targeted, personalized push strategy to get users back in your app. Drive actions by deep-linking to your app screens. Pass custom data in JSON format to maintain context and enable campaign attribution. A/B test by creating up to 5 variants and track conversion in real-time.

Mobile Push Notifications - WebEngage

4.3 In App Messages – Mobile App Marketing. Deeper engagement. Grab attention. Drive relevant action

Trigger visually stunning and contextually relevant messages inside your mobile app. This is one of the most effective ways to create delightful experiences for active users. You could use In-App Messages to drive app ratings, push in-app purchases, ease new user onboarding or to collect user feedback. Choose from a variety of layouts depending upon the use-case.

In-App Notifications & Surveys - WebEngage

4.4 Email Marketing – Break the silo with end-to-end integrated email marketing.

Batch and blast is a thing of the past. Engage with users on email based on actions or inactions on your website or mobile application. Ready to use integration with ESPs like Amazon SES, Mandrill etc are available. The product has built in A/B testing and conversion tracking.

Email Marketing - WebEngage

4.5 Text Messages – Intimate. Offline. Surprisingly effective.

Soon, we’ll let you send transactional messages to inform, confirm or remind users of past or upcoming events. You could use this channel to also send personalized promotional messages at the right time to drive conversion. We’d be beta launching this feature soon.

Need a demo?

We are now production ready and running evaluation for hundreds of customers. We’d love to give you a peek into our new suite.

What’s next?

We’ll continue to enhance the product suite and keep building depth / flexibility in each one of the above channels. We’d be also enhancing our user insights modules to bring about some cool user and segment level insights. Please keep the feedback coming.

Well, that’s not the end though. Here’s what’s coming up next! Ssshhhh …
Our Journey Designer is now available for beta customers – schedule your demo.
WebEngage Journey builder - a peek

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