Online shopping and retailing are considered a norm now. Gone are the days of actually going to a store to purchase something. In order to maintain this ease of use, sellers have established online presences to make sure customers keep on returning. In order to make their experience, for both the seller and the buyer, Google has integrated Google Optimize for the sellers.
This service makes sure that when customers arrive at a page, they get a service which remains unchanged. How Google manages this is quite interesting. Say you see an ad on Google for a service offering a deal or a discount. With Google Optimize, users would see that ad, deal or discount for the entire time they stay on the website. Additionally, no matter how many times one visits the website, he/she would be able to avail that offer throughout the day. Google’s blog post explains this quite well.
Sellers can join this service by signing up for it and then maintaining it by setting up the UTM parameter rule, explained in detail, in the post.
With this service, not only would they be able to optimise the service provided, as the name suggests, but they would also be able to push their products quite efficiently. They would be able to target the consumers via Google Ads or via Email. After setting up the service as explained in the article, retailers or sellers will be able to push their services, fusing discounts and ordeals to customers.
These customers would then see a custom page every time they visit, making it a seamless transition. The Royal Bank of Canada is currently making use fo Google Optimize 360 in order to sell its services and Google explains how they are able to achieve it, in an effortless way.
Arnab Tagore, Senior Manager of Digital Analytics, Royal Bank of Canada, adds that
The customer journey at the Royal Bank of Canada is rarely linear. We need experiments that can react as customers frequently engage and navigate our website. The UTM parameter rule gives us that flexibility, and it is changing the way we approach our campaigns.