Experience Targeting (XT)
Experience targeting is the first step in personalised content.
By delivering content to a specific audience based on criteria. These attributes can includes web browser, device type or new vs repeat visitors.
Aegon-specific attributes can be passed from email content, for example proposition type, customer segment or unmanaged/managed adviser status.
How it works:
- Define the audience you wish to address
- Show each audience a different version of the page or journey
- Monitor the performance of each version
- Make informed decision based on winning element or insight gained during test
Example 1:
Customers arriving on the website from the newsletter are shown personalised articles.
Audience 1:
Customer segement is targeted at early savers pensions and savings basics.
Audience 2:
Customers approaching retirement, are shown content on preparing for retirement and age appropriate imagery.
Example 2:
Returning visitors who had previously engaged with consolidation content were shown the pop up upon returning to the website to encourage clicks.