Terminus Chat Experiences has several ways of providing more insights on who your chat users are engaging with on your website, including:
- Using natural language processing filtering (Data Asks & Elements) to get information from live conversations
- Enriching your account-level information with our proprietary firmographic data and intent behavior signals
- Pulling information from your Chat-connected CRM and marketing automation systems
- And, using our UTM variable technology to enrich the account-level information of your visitors
UTM parameters are used by marketers to track the effectiveness of online marketing campaigns across different traffic sources, mediums or channels, and campaigns. UTMs can also be used to share information with other applications, or in workflows to provide a customized user experience.
Terminus Chat Experiences uses UTM parameters in several ways:
- Providing customized chat experiences for your visitors. For example, if you have previously captured the user's name, or the product line they are most interested in, as a UTM parameter, Terminus Chat can present an experience that references the visitor’s name, or asks about their interest in the specific product line.
- Providing information to your chat users/reps about who they're chatting with. While engaging in a chat with one of your internal users, they can see additional information about the person they're chatting with to give further context to the conversation.
- Customizing your bot behavior based on the UTM data. For example, if someone is a returning visitor, you could show a bot that welcomes them back to your website in lieu of a generic welcome bot.
Getting Started with UTM Data Collection
Terminus Chat users can use UTM parameters to customize their chat experiences in a few key areas of the application.
In order to ensure that your chat experience can recognize the UTM parameters you are passing, you will need to ensure that the Terminus Chat code snippet that you apply to your website has those variables defined.
- Navigate to the "Links and Website Chat" section of the Administrative menu, select the chat you want to update/check, and scroll down to the Website Chat Code section.
- Select the “Check to automatically resolve UTM variables section” box.
- If you have custom variables on your site that will be useful to include in your chat experiences. (For example: product line, customer language, chat reason = support vs. sales, etc.).
- Note: It may be helpful to have your website administrator assist with including the custom variables in the code, and applying it to your website.
Using UTM Data for Workflows
UTM parameters can also be used to help drive your chat visitors to the correct experience, via Chat Workflows. Chat Workflows use information about your web visitors to make decisions on when to show a chat experience, how to customize the chat, and who from your team should receive the chat.
You can use UTM parameters to drive presentation rules and to customize your proactive messaging rules.
For example, if you have a support section on your website and you do not offer the ability for visitors to chat directly with your support team, you can pass a variable called ContentType = “support” to suppress the presentation of the chat button.
- From the Administrative menu, navigate to the Workflows section.
- Expand the Presentation Rules section, and select “+Add Condition”.
- Under the IF section, select "UTM", type in the UTM parameter name (it is case sensitive), and the variable or value you want the chat experience to recognize.
- Finally, define how you would like the button to behave if this condition is met.
- You can also add multiple conditions to your logic using "and" and "or" statements. In the example below, Terminus Chat would suppress the chat button when the UTM ContentType=Support is present, OR when the page title = "Support."
You can also use UTMs as a part of your proactive messages. Proactive messages are used to initiate a chat conversation while your routing rules are being assessed. For example, if you have recorded the user's first name and added it as a UTM parameter, you can use their first name in the proactive message:
- In Workflows, expand the Proactive Message Rules section.
- Select "Add New Rule".
- By selecting "UTM Equals," you can then include the UTM parameter name and the variable you want the proactive message to react to.
- You can also include UTM variable references in the proactive message. For example, the UTM variable “terminus.name” could be used to present the user's first name when they come to our site.
Finally, you can route chats to individual users, routing groups, or Chatbots based on the UTM values present. For example, if your product pages pass a content type of “product," or "pricing," you could have Terminus route that chat directly to a user on your Inbound Team.
Populating Data Elements with UTMs
You can also use UTMs to populate your chat Data Elements. This process allows you to use the information available in the URL to store information about your visitor, and make that information available to your reps to guide their conversation, or to avoid wasting time asking for information you already have.
- From the Tags & Data Elements view, navigate to any existing Data Element, or create a new one.
- In the Persistence section, you will see the option to pre-populate information from your URL. In order to show the domain name to your users, for example, you would need to input UTM Variable Name = "Domain." You might also decide to show the campaign that drove the visitor to the site.
- Once these settings are saved, your chat users will be able to see UTM data in the Chat Experiences interface. In the event that the UTM was not present, they will have the option to add the information manually.