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Defining Intents

Uniform will calculate real-time intent scores for every visitor based on the different signals enabled through Uniform Optimize on your site.

The signal strength of the different signals helps score the intents accordingly, e.g., triggering a signal with a weak signal strength will count less than a sign with strong signal strength.

For each signal, you can configure the following:

Signal Effect#

Three important settings that can be set:

Scope#

When a signal is triggered, the scope can be either:

  • For all time - the scoring will be stored on the visitor level and accessible across visits.
  • For one visit - the scoring will only be used in the current visit; for example, it would be gone if you returned a day later.

Calculation#

You have the following three options:

  • Increase score - adds score to the intent associated with the signal.
  • Decrease score - subtracts score from the intent associated with the signal.
  • Remove all intent score - removes any intent score in the selected scope. To remove the intent score for visitors (for all time) and visit (for one visit), you have to add two signals, one for each scope.

Strength#

Control the strength; scoring will be set for the associated intent.

Signal strength has six presets:

  • Light - 5% scoring
  • Weak - 25% scoring
  • Normal - 50% scoring
  • Strong - 75% scoring
  • Strongest - 100% scoring
  • Boost - 1,000% scoring (only use for explicit signals that confirms an intent)

Signals and the Mechanics#

The free version of Uniform Optimize for Contentful comes with various signals, which you can use to understand a visitor's specific intent.

Behavior#

Real-time intent tracking of specific content that the visitor consumes.

The behavior will also be available to tag content in Contentful, which is called intent-tagging. When the tagged content is consumed, it scores the visitor towards the behavior signal's intent.

Behavior can be used per component on a page; for example, if you have a blog post focused on outdoor gardening and the author is known for writing about tulips. Then the author highlight component could have intent-tag: Tulips and the post the intent-tag: outdoor. Reading this post will score the visitor for both outdoor and tulips, and any personalization classified as both would be a match.

Example: Use behavior to tag specific content in your CMS and use this for behavior-driven personalization, where Uniform calculates which topics most interest your visitors.

Cookie#

A cookie is data stored on your visitors' device(s).

They can be set either by developers or specifically placed by other technologies. Cookies are created to store specific information about your visitors and contain data you want to utilize to make personalizations. They are a straightforward approach for storing visitor classification that is important for the experience you want to deliver.

Example: Use cookie to store specific values and use those values for mapping to intents. (e.g., Gender = female, Age = thirties)

Event#

Allows you to track-specific events such as button clicks; events can be powerful signals of specific micro-and macro- conversions your visitors are doing.

Micro conversions can be:

  • Click to add to basket - indicates intent to purchase.
  • Click to call - indicates you want to talk with the call center.

Macro conversions can be:

  • Submit newsletter form - indicates they are a known contact.
  • Order complete - means they are a customer.

Events can be triggered by a developer or an analyst who uses analytics tracking events; Uniform Optimize can use standard Google Analytics events as signals.

Example: A developer tracks a specific field value in a form submission as an event, e.g., role_is_marketer; this can be used as a signal towards a specific intent.

Landing Page#

A landing page is a page on your website a visitor visits that offer information from your business in exchange for contact information. It is a good signal for a specific intent. When a visitor lands on a page related to a particular product or service and comes from an organic search, chances are they arrived there through a specified search.

Page View Count#

The minimum and maximum page views that a visitor has in a single visit or session.

The number of page views can be a good indicator of how engaged a visitor is; this can especially be useful when choosing to differentiate between awareness-focused vs. more bottom-funnel. This is based on higher engagement/research effort from the visitor.

Use page views for engagement thresholds:

  • 1-2 page views = low engagement
  • 3-5 page views = medium engagement
  • More than 5 page views = high engagement.

Page Visited#

Specific page that the visitor sees during a visit (session).

The visitor's specific pages can be used as a signal for a specific intent; it can also be a particular site path that a visitor is consuming content.

Example: Use a specific page as a signal for the visitor's intent, e.g., if the visitor has been to the contact us page but didn't submit the form, that's a signal for them looking to contact you.

Query String#

Any specific values added to the URLs.

Using query strings for inbound campaigns is typically used for analytics tracking and campaign attribution. Query strings can also be specific actions or attributes that a visitor provides, helping with personalization.

Example: You can use query strings with inbound campaigns, e.g., an email campaign sent to prospects could use utm_campaign=pros21 as a signal of the visitor is a prospect when they hit yourdomain.com?utm_campaign=pros21