Optimizing the value of context attributes

This article describes why and how to optimize the value of a context attribute and includes a number of use cases.

Table of Contents

• Overview
• Optimizing the the average value of all sessions
• Instrumenting numeric session data attributes for optimization
• Use Cases

Overview

Optimizing a value in the digital experience can be an effective way to test ideas that affect revenue and engagement.

The conversion value is a scalar quantity you want the system to optimize. When optimizing a value, you must also identify a conversion event. This value is calculated for each session where the specified conversion event occurs.

Here are examples of Optimization Metrics that include a conversion value:

• Order Value (value) when a visitor reaches the thank you page (event)
• Video Minutes Watched (value) when a video is played (event)
• Lead Score when a lead form submission is confirmed
• Funnel progression value when a visitor makes progress down the funnel (a valuation of the distance a user goes in the funnel)

To learn more about Optimization Metrics, read: Understanding optimization metrics and how they can be used

Optimizing the average value of all sessions

When optimizing a value, the system will make decisions based on the average of all sessions.

Note that a value is only attributed to sessions that fire the specified conversion event.

There are two levers that can impact the average value of all sessions:

1. Increase the conversion rate
2. Increase the value of a session

The following table shows how these work:

• A value is recorded for each session where the designated conversion event is fired.
• Sessions in which the conversion event is not fired are considered 0 value.

Examples of ways to increase the performance of a value

Instrumenting numeric context attributes for optimization

Setting the context attribute in your digital experience

Context attributes are recorded in a visitor’s session and are set using custom code added to your digital experience. 

Context attributes can be set using code from one of our SDKs. Below is an example using the Evolv Javascript SDK:

// Example
evolv.context.set('order_value', 15.00);

Add the context attribute to the Schema

To collect, process, and use context attribute values in performance calculations, they must first be defined in the Schema. The Schema is a set of definitions that describe data in the visitor’s context.

To learn how to define values in the Schema, read Adding context attributes to the Schema.

Setting the optimization metric conversion value

After you have edited the schema and published the change to all environments, navigate to the Optimization Metric setting in your project. The target fields you defined in the schema will appear in the Conversion Value field under Optimization Metric.

Use Cases

Order Value (E-commerce)

Increasing the average order value is a common optimization strategy for e-commerce experiences. 

Define the order value in the schema and use the Avg function to process the session data received from the source.

Schema Definition

Use ‘Avg’ to calculate the average order value of multiple orders in the same session.

// Fire conversion event
evolv.client.emit(‘completed_order’);

// Set value of the order to the context attribute
evolv.context.set(‘order_value’, 15.00);

Engagement (Streaming Service)

There are many ways to optimize retention in a streaming subscription service. Increasing engagement is one strategy to increase retention, for example:

• Increase the number of videos started
• Increase the total number of minutes watched

Note – When a target field is added to the schema, it can be selected as a conversion value in an Optimization Metric. However, only one field can be optimized at a time, allowing the others to be monitored in the project performance reports.

Schema Definition

// Fire conversion event
evolv.client.emit(‘played_video’);
    
// Set the value of a single video played to the session context. 
// The SUM function will tally the count of videos played
evolv.context.set(‘videos_started’, 1);

// Set number of minutes played when a user leaves a video
evolv.context.set(‘video_minutes’, 55);

// Fire the conversion event, specific secondary event, and set the lead score with each interaction

// Add value of email subscription

evolv.client.emit(‘user_engaged’);
evolv.client.emit(‘subscribed_to_email’);
evolv.context.set(‘lead_score’, 4);

// Add value of account creation

evolv.client.emit(‘user_engaged’);
evolv.client.emit(‘created_account’);
evolv.context.set(‘lead_score’, 10);

// Add value of quote request

evolv.client.emit(‘user_engaged’);
evolv.client.emit(‘requested_quote’);
evolv.context.set(‘lead_score’, 20);

// Fire the conversion event and set the value of the affiliate linked clicked
// Set the value of the link

// Affiliate Link 1 = $5 
evolv.client.emit(‘clicked_affiliate_link’);
evolv.context.set(‘affiliate_value’, 5);

// Affiliate Link 2 = $10 
evolv.client.emit(‘clicked_affiliate_link’);
evolv.context.set(‘affiliate_value’, 10);

// Affiliate Link 3 = $15 
evolv.client.emit(‘clicked_affiliate_link’);
evolv.context.set(‘affiliate_value’, 15);