Evergage is a cloud-based software that allows users to collect, analyse, and respond. Both too user behaviour on their websites and web applications in real-time. Being recently acquired by Salesforce how do Evergage now proceed?
Every business works hard to keep customer engagement productive. And one of the critical areas where this kind of work can bring results is website behaviour. If a company can focus on ensuring customer visit behaviour is monitored and analysed. It should then be possible to make interactions more personal and meaningful.
Evergage does this with machine learning. It offers a unique opportunity to provide these meaningful interactions on a 1:1 basis. It works wonderfully and allows teams to build a personal profile of every single site visitor literally. Then to deliver genuinely own experiences that make ongoing engagements useful to that visitor.
The Unified Customer Profile
Perhaps the cornerstone of the Evergage experience. Here, teams can have real-time access to a comprehensive overview of every site visitor’s activity during a visit. You can even gain a quick, real-time view of the preferences of each visitor.
So far, so ‘customer management’ you might say. But the beauty is the real-time aspect. It’s the closest thing to having a website (the platform also works on apps, by the way). That is like real bricks and mortar store. You see what your visitor is doing as they are doing it.
The Unified Customer Profile is an excellent tool because it has absolutely no historical limitations on the data it presents. Done in real-time, work with the Unified Customer Profile allows you to gain access to a complete chronology of a customer and their activity. Whether the customer is anonymous or not.
You can also use the Unified Customer Profile to gain an idea of actions and browsing history. And, with similar technology to a platform like LinkedIn, you can track customers and see where they are geographical. Even which industry they are in.
Fundamentally, each online step a prospect or customer makes as they arrive at your site, and then continue to navigate it, is detailed for teams as part of Evergage. Quite staggering when you consider the average brand’s website traffic, for example. And again, going back to the bricks and mortar comparison, that’s a lot of information at your fingertips and is just like offering a personal shopper experience as soon as someone walks into a shop’s premises.
Let’s dig a little deeper into the rich feature set that Evergage has to offer.
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Evergage allows you to dig deep into an individual’s profile. But this is made even better by Evergage’s ability to drag information in from a wide range of external sources. It’s hard to see why a company wouldn’t want that kind of data, and the detailed profiles that a team will generate about a single customer are as comprehensive as you would need them to be.
Every marketer knows the value of true segmenting. By grouping customers through similar actions, behaviours and preferences, we can create highly targetted marketing campaigns that allow us to gain more ROI.
Let’s say the team wants to target people who live in a particular city, have visited the website at least three times in the past year, and have always gravitated towards the FAQ section of the website. Being a group that has shown some keen interest in your solution, live in an area that you are targeting, and is gathering information for buying decisions. Using Evergage, you can pull up a list of those individuals, and then tailor a particular marketing message, personalised through details on location, behaviour and their stage on the buyer’s journey.
The beauty of the Evergage segmenting experience is to that real-time approach. As soon as someone new enters the site, Evergage is gathering data and segmenting them, which means that these are strong leads as soon as they enter your website. Their behaviour on the site strengthens the information you receive, and as time passes, you end up with a profile that you can use in marketing.
You can drag in segments from your CRM too so that you can build on them via Evergage. That external info feature is powerful stuff. And the fact that new data collected in real-time on Evergage means that you can be in a situation where you are segmenting quicker.
Evergage brings you information on a site visitor in under 20 milliseconds. That’s fast. And as soon as it brings this information to you, you can begin to tailor the user experience. However, taken to the next level with the impressive targeting functionality Evergage delivers.
The visual editor that Evergage has allows for lightning-quick on-page changes and marketing messages. Imagine having someone who is watching the site visitor, just that visitor and no-one else. As they are watching, they are shooting information back to you within seconds. Then, using a simple point and click visual editor, you can prepare quick responses that instantly show the customer you know who they are and what they are looking for.
Meaning you can even add individual info bars and calls to action, as the prospect is navigating your site. This information boosted by Evergage’s ability to make recommendations around the data, so you can move quickly, and move in a way that is informed by machine learning. In essence, Evergage is about speed.
We are talking seconds here. When a visitor opens up your website, Evergage starts to personalise, and then it starts to lay the groundwork for focused targeting of your marketing message. So your site visitor gets a unique experience from the moment they arrive. And with Evergage’s incredibly fast and smooth technology, there is no disruption to the user experience while the site changes.
You can rely on Evergage to create unique one-off email messages. For example, if a site visitor navigates through the site but does not buy anything, or fill out any details on a form, Evergage will automatically send an email out to them noting this behaviour, and asking the customer if they are still interested. Customer service that follows all the right notes.
If a customer navigates a site without buying, Evergage can help. The ‘abandoned cart’ issue, where a customer navigates your website, starts to order, but then leaves the site before purchasing, will be much less of a problem than it used to be.
Evergage triggered into action with pop-ups, alerts and messages coming into play if an abandonment happens. It’s just another way of improving customer care. The customer has an interest in buying, but something stopped them. Evergage will jump in and ensure that everything possible in the way of engagement and abandonment prevention is delivered.
If a customer is on your site, and they see an information bar pop up on their screen that highlights events and discounts in their city or town, this works wonders for developing engagement. Evergage can do this.
This messaging functionality even presents messages to site visitors that have referred from a social media channel, for example. Again showing that your company is very interested in them, and wants to offer solutions to their problems.
The Secret Sauce
To sum up, Evergage offers speedy engagement, from the moment a visitor hits your site or mobile app.
You can have a situation where a customer turns up on your site, spends a few minutes there, and leaves. And then, Evergage is getting to work with triggered messages, a wealth of information and real segmenting power. It’s a fast, efficient part of the marketing toolset for business. And what makes it stand out from the crowd is its ability to use machine learning to gather data, trigger marketing messages and make recommendations to a marketing team.