In order to use this feature, you must have Web Experiences as part of your Terminus subscription, and access to Terminus Data Studio. Access to specific features and functionality related to Website Experiences may also vary based on your plan.
If you have any questions regarding your current subscription plan, please reach out to your Client Strategy Manager.
Terminus’s website experiences offering allows users to deliver powerful, personalized experiences to their website visitors. With this feature, Terminus users can:
- Deliver highly personalized and coordinated advertising and website experiences to their target accounts.
- Target ICP accounts based on firmographics, like industry and company size, to create a more personalized on-site experience for non-targeted visitors.
- Create more aligned messaging across your digital touchpoints, including: display, social, employee email, and website experiences.
- Improve website performance metrics like time on site, bounce rate, and view-through conversion rate.
Contents of this feature guide include:
- Introduction to Web Experiences
- Getting Started with Terminus Web Experiences
- Feature Details
- Use Cases for Web Experiences
- Frequently Asked Questions
Introduction to Web Experiences
Why are web experiences a valuable engagement tactic for marketers?
One of the primary goals of the Marketing function is to drive people back to your website. Once people land on your website, Marketing also needs to create engaging experiences to provide more value with each visit. Websites, however, are often built to cater to the multiple industries, functions, and seniority levels that make up your ideal customer profile, and it can be challenging for visitors to locate the content that is most relevant to them. Poor website experiences can, in turn, lead to high bounce rates, low time on page, and low conversion rates.
Additionally, with an account-based approach, maintaining a personalized, consistent look and feel across your digital touchpoints, (from advertising, to email, to your website), is key to driving meaningful engagement in your target accounts. But, creating those personalized experiences and aligning your efforts across multiple channels can be extremely time-consuming.
With Terminus web experiences, users can create highly contextual digital experiences that align to their other digital efforts, and to the unique traits of their visitors - firmographics, deal stages, past interests, etc. - and it helps them execute their ABM programs at scale.
What types of web experiences does Terminus offer?
Terminus Web Experiences customers will have the ability to customize three types of web experiences, including:
- Fly-ins: A rich text content box that “flies” onto the screen (typically from one of the bottom corners of the page).
- Modals: A pop-up window that temporarily takes over the screen.
- Banners : A simple text + call-to-action banner placed at the top or bottom of the page.
For more details on these experience types, check out the Content section of this guide.
Getting Started with Terminus Web Experiences
In order to utilize the web experiences feature, your Onboarding Specialist or Client Strategy Manager will need to have an API key generated for you. Once you have your API key, you can access the web experiences interface from the main platform navigation:
Once you’re in the web experiences interface, follow these instructions to complete your initial set up:
Google Analytics Integration
The web experiences offering also includes a native Google Analytics integration, so users can easily compare the impact of their personalized web experiences against non-targeted website activity.
Both the Google Analytics Universal and Google Tag Manager connections link the Terminus platform with Google Analytics, and allows Terminus to push event reporting into Google Analytics. The integration between Terminus and Google Analytics follows a simple, 4-step setup process. Below, you’ll find detailed instructions for setting up the integration.
Google Analytics Setup Instructions (All Web Experiences Customers)
- How to Configure the Google Analytics Universal Integration
- How to Configure the Google Analytics Integration using Google Tag Manager
- Enabling Custom Dimensions in Google Analytics
NOTE: This integration does not include native reporting in Google Analytics for Terminus advertising.
For more details on how to use the Google Analytics integration to report on web experiences performance, see the Performance section of this guide.
Settings for the web experiences interface can be accessed in the top right corner of the page.
For more details on Settings, check out this article: Overview of Web Experiences Settings.
Within the web experiences interface, a segment allows users to define who (based on account-level attributes and behavior) should see their personalized content experience.
Terminus users have the ability to build audience segments based on one or more of the following criteria:
- Firmographic data provided by Terminus
- Terminus advertising tactics using Enhanced Audience Segmentation
- Campaign UTM parameters
To learn more about building segments, check out this article: How to Build a Web Experiences Segment.
Content defines what type of web experiences assets will be delivered to your visitors (segments) when they land on your website.
To learn more about available content types and how to create them, check out these articles:
In Terminus web experiences, a campaign will combine segments, content, and rules to define when, what, and where a visitor should see a personalized web experience.
For more information on how to create a campaign, check out this article: How to Create a Web Experiences Campaign.
Performance PageThe Performance dashboard allows users to set custom date ranges for analysis, and to more deeply dive into web experiences performance by Campaign, Segment, Content or Goal.
To learn more about the reporting available on the Performance page, check out this article: The Web Experiences Performance Dashboard.
The dashboard provides a snapshot of aggregate performance for the past 30 days.
To learn more about the reporting available on the main Dashboard, check out this article: The Web Experiences Main Dashboard.
Use Cases for Web Experiences
If you’re new to web experiences, here are a few ideas for getting started:
- Personalization for a Target Account List, or Specific Account
- With web experiences, your Terminus advertising audiences can be used to create a segment for targeting website visitors. The “Company Name” and “Domain” fields can also be used to create personalized experiences for a single high priority or high value target account.
- Once that segment has been created, you can coordinate your ad delivery/messaging with on-site, personalized content delivery for a multi-channel targeting approach.
- Personalization for Unnamed ICP (Ideal Customer Profile) Accounts
- Create a visitor segment using Terminus firmographic data (that aligns with your company’s ICP), and/or campaign UTMs to create personalized experiences for first time visitors
- Use content tokens to display “Industry” name when creating your content template to personalize your web experience even further.
- Create a campaign using that segment, build rules to determine what kind of content visitors see, regardless if they are a named account or not.
- Direct them to personalized content based on firmographic data and/or campaign UTM.
- Personalization for Current Customers
- Leverage Terminus ad tactics and/or campaign UTMs targeting current customers to create personalized experiences for expansion and/or renewal opportunities
- When building your advertising tactics, consider leveraging data from your connected CRM like renewal date, account health status, opportunity type, or product usage, to coordinate highly-personalized advertising and on-site messaging
- Use those tactics to target segments with promotions for new product offerings (for potential upsells), or prompt visitors to speak with an expert/Account Manager (renewals).
Frequently Asked Questions
What types of images can be used in content templates?
- Content templates support the use of .jpg, .jpeg, .png, and .gif file types. There is a file size limit of 10 MB per image, although we recommend using much smaller image files to ensure a fast user experience.
My web font isn’t showing up correctly in the content builder. Will it show up correctly onsite?
- If the web font that your company uses isn’t included in the dropdown “Font Family” list from within the content template, just choose “inherit.” This will allow the content you create to inherit any fonts that are part of your web package. It is common (and even to be expected) that the font won’t show up in the preview screen as you build out your template, but as long as it is part of your web package, it should render just fine when the content serves on your website.
How do I re-order my rule priority?
- To re-prioritize your rule list within a campaign, simply grab the rule and drag and drop it into a new location within the list. Moving rules will not change anything except their prioritization so all other rule settings that you have already configured will be maintained.
How do I create an A/B test?
- A/B tests are created and managed within the campaign rules. To configure a test for a specific audience, create a new rule (or edit an existing rule) and from the Display Mode drop-down, select “A/B Test”
What if I want to build my web experience on a staging site first?
Can I build audience segments directly from my Data Studio lists and/or Global filters?
- Currently, the only way users can leverage Data Studio lists and/or Global Filters for web experiences is to target advertising audiences using Enhanced Audience Segmentation as the source.