Behavioural messages, represent one of the most widely used marketing automation-related features to personalise a user’s online customer experience.
Behavioural messages are, in fact, automatic messages contextual to web browsing, typically notifications that take on different formats.
They are called behavioural, because their activation as well as their content and design change depending on the user’s behaviour: what pages they are visiting, what products they have placed in the shopping cart, what kind of product categories they are clicking on, etc..
As anticipated, there are several types of behavioural messages, let us analyse the main ones.
- Box message: pop-ups also fall into this category. They are, in fact, the classic windows that appear in overlay during navigation.
In eCommerce they are widely used to promote discounts and offers and can also be particularly useful for lead generation activities. - On-exit message: this type of behavioural message is very similar to the previous one. What characterises it most is the fact that it is triggered at the very moment when the user chooses to leave the site.
- Pushbar: this type of behavioural message allows a message to be configured at the top or bottom of the screen. It is particularly used on eCommerce sites to communicate offers, discounts or to signal free shipping.
- Side panel message: is a fairly invasive behavioural message type. It allows messages to appear in overlays from the side of the screen perhaps when the user accesses the page
- Static top message: this type of behavioural message allows the message to be displayed in a fixed part of the page.
- Warning message: this category includes a particular type of messages that usually appear in the top right corner while browsing. As the category name itself reports, they can be thought of as actual alerts and therefore have the main purpose of attracting the user’s attention.
