Why Campaign Timing Matters: 4 Ways to Get it Right

Launch onsite campaigns at the right time to meet customer needs. For example, start a campaign when customers look at a sizing guide.
Avoid using chat campaigns without a goal. Invite dialogue while addressing specific customer concerns.
Educational campaigns help customers make better choices. When done at the right time, they can increase sales by 31%.
Offering premium options on entry-level product pages can help engage customers and drive upgrades.

Without strategic planning, campaigns become nothing more than annoying pop-ups. But done right, onsite campaigns can energize customers to checkout and click the ‘order’ button.

At CX Connect 2024, TUSHY’s Senior Director of Customer Experience, Ren Fuller-Wasserman, and Connor O'Malley from Gorgias shared how vital timing was in creating successful Gorgias Convert campaigns.

You can also watch the full Why Education Matters for Conversions panel discussion below:

‎How campaign timing impacts customer engagement

Launching a message too early or too late can end in two ways: engaging a potential customer or losing them entirely. Timed perfectly to align with your target audience, you have a better chance of converting them.

Essentially, you want to be in the right place at the right time.

Connor O’Malley, a Gorgias customer success manager who helps brands optimize their Convert campaigns, said that it’s effective to solve a pre-sales friction point at the right time. “If we're going to have a campaign on the website and we want people to actually read it and feel compelled to engage with it, timing is everything.”

So, how do you resolve presale friction points with campaigns, all while getting the timing right? There are a few ways:

Engage new customers with educational campaigns.
Address customer concerns by initiating chat campaigns.
Upsell to the appropriate customers based on customer behavior.
Analyze your ticket history and metrics.

Now, let’s look at how you can launch these campaigns effectively:

1. Capture new customers with educational campaigns on product pages

Customers navigating your store might need help determining which option to choose or how your product works.

Don’t let them leave with unanswered questions.

Instead, offer them exactly what they need while they view a product, like a video tutorial, compatibility guide, or even an invitation to chat with one of your agents.

It’s about giving them the clarity they need to:

Learn about your product
Increase brand awareness
Motivate them to explore the rest of your offerings

TUSHY displays their toilet compatibility guide to browsing customers — TUSHY displays its toilet compatibility guide to customers viewing a bidet page.

“The engagement rate on our education campaigns was much higher than any other campaigns we've seen, even upsell or exit intent campaigns,” Ren said. More impressively, their educational campaigns led to a conversion rate of 31%.

2. Answer customer concerns with chat campaigns

Brands miss the mark when they only use onsite campaigns as a bridge to their live chat channel.

You might even be one of them with one of these conversational campaigns on your website right now:

“Let us know if you have any questions!”
“Need help? Talk to an agent now!”

While there’s nothing wrong with using campaigns to get one-on-one time with shoppers, it casts too wide a net to truly capture customers’ attention.

“We were just asking, "Let us know if you have any questions. Here's the chat," and that’s not really compelling people to ask their questions, even if they did have some,” Connor said.

The fix? Use customer concerns to guide your chat campaigns and bake them right into your campaign messaging.

TUSHY answers bidet installation concerns by displaying this educational campaign on bidet product pages.

Here are pages that could benefit from chat campaigns:

Compatibility/quiz page: Accelerate decision-making and alleviate concerns by activating a campaign on pages where customers are exploring product compatibility, taking a quiz, or checking sizing guides.
Product comparison page: Trigger a chat campaign when customers are comparing similar products to help them understand differences and guide them toward the best choice.
Checkout page hesitation: Engage customers who linger at checkout with a chat offering to clarify any last-minute concerns, such as shipping details or return policies, to help push them over the finish line.

💡 Pro Tip: Offer real-time support during peak traffic hours to catch customers when they’re most available.

“People fall in love with TUSHY through these real-time conversations. We talk to everyone like our best friend, and that is what drives people to consider making this life switch.”

—Ren Fuller-Wasserman, Senior Director of Customer Experience at TUSHY

3. Upsell items on entry-level product pages

Upselling to new customers can be effortless if you present your higher-ticket items as better options, as Ren does.

TUSHY has multiple bidet models, ranging from a basic model called Classic to one with a temperature-controlled seat. Ren uses their entry-level bidet product page to launch an upsell campaign aiming to educate and upsell simultaneously.

“We want customers to have the insertion at the right moment. They’re on our Classic page. Great, did you know you could get hot water? We pop the campaign up for our Spa 3.0.”

4. Find the perfect timing by analyzing your metrics

We’ve given you general recommendations on when to deploy your onsite campaigns, but your campaigns should go beyond these general campaigns.

The best information for finding your perfect timing? Your tickets.

Tickets are a record of customer sentiment — your cheat sheet to find out what customers want to know and their exact concerns.

“If you can look at your analytics, you can target what the average site traffic spend is on a particular page. That’s the sweet spot you want to shoot for,” Connor said.

On Convert, you can tailor campaigns to display only when customers meet certain conditions. Some conditions you can customize are current URL, time spent on a page, products in cart, number of visits, total spent, and more.

💡 Pro Tip: Analyze traffic for each of your webpages and think about the reasons behind the metrics. Why are website visitors spending more time on one product page than another? Why do visitors drop off after viewing certain pages? Understanding these patterns allows you to alter your campaigns to address specific concerns.

Get your timing right with Gorgias Convert

Effective campaigns depend on delivering the right message at the right time. Focusing on presale friction points, carefully timing your outreach, engaging in valuable conversations, and providing educational and upselling content when it’s most relevant can help you reach your conversion goals.

Ready to see how Gorgias Convert optimizes your campaign timing? Book a demo today and flip customer interactions into brand advocacy.

FAQ’s

Why is timing important for onsite campaigns?

Timing is important to consider when creating campaigns because it engages customers when they are most receptive. Factors like what page they're viewing, how long they’ve spent on a page, and whether they have items in their cart all play a role in deciding the best moment to launch a campaign.

How can educational campaigns help convert customers?

Educational campaigns provide customers with the information they need to make informed decisions, which can lead to higher engagement, conversion rates, and customer loyalty.

What’s the best way to use chat campaigns?

Use chat campaigns to address specific customer concerns, like sizing or product comparisons, rather than offering generic support.

When should I use upsell campaigns?

Use upsell campaigns when customers browse entry-level products or show interest in higher-end options. For instance, suggest a premium version of your product when they’re viewing the entry-level model.

How can Gorgias Convert help with campaign timing?

Gorgias Convert lets you customize the conditions for when a campaign appears to customers, like detecting if a customer has items in their cart or how long they’ve spent on a page, so your message reaches them at the right time.

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