Journey
Starting from V5.0, you can use journeys to customize end-to-end, multi-touchpoint, differentiated automated operation strategies through visual orchestration.
- End-to-end: a coherent user journey design
- Multi-touchpoint: coordinated outreach through multiple methods
- Differentiated: a dedicated "journey map" for each user segment
Overview
A journey orchestrates the user journey with freely draggable components. You can add an Entry Node to define which users enter the journey and when, based on user profiles or real-time behavior; add a decision node or Control Node to evaluate and split users based on their properties, events, tags, or the result of the previous operation action; and add an Action Node to run targeted, differentiated operation strategies for different groups. The component capabilities and scenarios supported by each node type are shown below.
| Node Type | Component capability | Component rule | Example scenario |
|---|---|---|---|
Entry Node | Scheduled one-time selection | Selects users who meet the cohort conditions once and lets them enter the journey. | Encourage users who paid in the previous campaign period to participate in this period's campaign. |
| Scheduled recurring selection | Selects users who meet the conditions daily/weekly/monthly and lets them enter the journey. | Churn win-back: select players who haven't been active in the last 14 days and win them back through multiple touchpoints. | |
| Behavior event trigger | Users who meet the behavior conditions enter the journey. | New users enter the journey and receive a first-purchase incentive based on whether they pay within xx period. | |
Decision Node | Profile Check | Creates profile check conditions with assets such as user properties, behaviors, and user tags. Runs A if the conditions are met, or B if not. | Among churned players, run touch action A for paying players and touch action B for non-paying players. |
| Behavior Check | Checks in real time whether the behavior conditions are completed. Runs A if they are, or B if not. | For new users who haven't paid 10 minutes after registering, run the subsequent flow. | |
Action Node | Webhook delivery | Reaches users through a custom webhook channel. | Send special-offer bundles through a webhook to target users of a payment incentive. |
| Message delivery | Reaches users through push messages. | For new users who haven't claimed the newcomer reward within 30 minutes, send a push message to remind them to claim it. | |
| WeChat Official Account | Reaches users through a WeChat Official Account. | Reach high-value churned players who can't be reached by push messages through a WeChat Official Account. | |
Control Node | Time control | Wait for a fixed duration / wait until a specified point in time / wait until a specified time, and so on. | Wait until 2 hours before the campaign ends, and then push a notification that the campaign is ending soon. |
| Split by profile | Creates profile check conditions with assets such as user properties, behaviors, and user tags, and routes users to different marketing branches by priority or by the conditions they meet. | Split churned players by their usual historical active periods, and push win-back content during their active periods | |
| Split by behavior | Checks in real time whether multiple defined behavior branch conditions are completed, and routes users to different marketing branches by priority or by the conditions they meet. | Among new players, run touch action A for those who complete behavior A within 10 minutes, run touch action B for those who complete behavior B within 10 minutes, and run touch action C for those who complete neither. | |
| A/B split | Defines a control group and experiment groups, splits arriving users by group ratio, and routes them to different marketing branches. | Push different bundle UIs to new players to verify which option works better. | |
| End control | Users who reach this node exit the journey. | Users exit the journey when they reach the end node. |
Use cases
Any business process in your scenarios that involves a "user journey", "multiple touchpoints", and "conversion" can be planned and optimized with journeys. Typical use cases include:
- First top-up guidance for new users
- User activity/payment incentives
- Multi-channel coordinated churn win-back
- Boosting participation in marketing campaigns