Boosting by audience in Voyado Product Discovery enables precise, data-driven promotions by connecting customer segments from Voyado Customer Engagement to product listings.
This guide explains how to set it up effectively, from selecting the right audiences to driving targeted traffic and measuring results.
Boost by audience workflow
Boosting by audience enables precise promotions to maximize relevance and conversion. The workflow involves both Customer Engagement and Product Discovery:
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Create target audiences in Customer Engagement
Define audiences based on product affinity, interests, or other relevant attributes that align with your campaign goals. -
Create boost in Product Discovery
Select relevant products for the audience, either through product rules or hand-picking. Enable Measure impact of boost to track and analyze effectiveness. Keep in mind that boosts primarily affect product listings, and may not always show immediate results. Read more in the Boost FAQ. -
Drive targeted traffic
This is a crucial step. Use Customer Engagement to activate the target audience and drive traffic to your boosted listings through audience-specific emails, SMS, or online ads. Design messages that align with the boost intent, for example, highlight boosted products and use tailored messaging to maximize click-through rate, CTR.
Choosing the right audiences
Selecting the right audience is key to success. Consider both audience size and visit frequency, a smaller, highly active segment may outperform a larger but less engaged one.
Audience size and activity
Aim for audiences covering 15–50% of your contact base, but prioritise quality over size. High-activity audiences tend to drive better outcomes.
Relevance to the product
Ensure promoted products align with the audience profile. For example, boosting women’s fashion should target female shoppers or audiences with related interest patterns.
Interests and purchase history
Use declared interests or behavioral data, such as recently browsed categories or past purchases, to create well-matched audiences.
Use cases
1. Demographics
Deliver personalised shopping experiences based on demographics.
- Audience examples: Men, Women, Kids
- Customer Engagement data: Zero-party registration data, purchase history
How to implement:
- Define audiences by demographic data in Customer Engagement. Use these to create boosts in Product Discovery.
- Complement with targeted emails, for example, “New in for women”, to drive traffic.
- Enable Measure impact of boost.
2. Cross-sell from behavioral gaps
Identify narrow purchase patterns and cross-sell complementary products.
- Audience example: Customers who only buy children’s items but not women’s items
- Customer Engagement data: Purchase history
How to implement:
- Segment contacts who exhibit narrow purchase behavior.
- Create boosts in Product Discovery for adjacent categories and follow up with tailored campaigns.
- Track impact via Measure impact of boost.
3. Customer lifecycle
Tailor boosts to the customer’s lifecycle stage or predicted behavior.
- Audience examples: High churn risk, VIPs
- Customer Engagement data: Predictive scoring
How to implement:
- Use lifecycle-based segments in Customer Engagement.
- Apply differentiated boost strategies, for example, low-cost winback offers or premium products for VIPs.
- Drive traffic with lifecycle email flows and monitor results in Product Discovery.
4. Category-specific buyers and new product launches
Promote category engagement and surface relevant new arrivals.
- Audience examples: Outdoor gear shoppers, PS5 enthusiasts, brand-loyal customers
- Customer Engagement data: Purchase history, category or brand affinity
How to implement:
- Segment audiences by category or brand preference in Customer Engagement.
- Boost either deeper selections or new arrivals within the category. Follow up with content-specific messages, for example, “Just in, new jackets for your next adventure”.
- Enable Measure impact of boost for performance tracking.
Final thoughts
Boost by audience is most effective when paired with audience-targeted traffic from Customer Engagement. It influences product rankings in listings, not standalone promotions. For more details, see the Boost FAQ.
Need help? Reach out to Voyado Support or your Customer Success contact.