A customer journey builder can help you unify the touchpoints customers have with your brand—including your website, mobile app, and channels like email, SMS, and WhatsApp—into a cohesive, personalized experience.
Most of these builders make it easy to create journeys via a drag-and-drop editor and reusable elements.
However, building journeys that engage customers and produce revenue isn’t as easy.
It requires a good understanding of your customers’ needs and preferences, as well as a journey builder that can pick the right channels and contact customers at the right times.
Additionally, customer journey builders can be drastically different depending on their:
In this guide, you’ll learn exactly how to build, automate, and personalize flows and campaigns using our customer journey builder — Architect.
We’ll also show you how to use our journey builder’s built-in AI capabilities and personalization features to drive conversions, revenue, and retention with your journeys. Lastly, we’ll walk you through three real-life examples of companies that used our customer journey builder to achieve various business goals.
Insider can help you build and automate consistent, personalized journeys across all touchpoints customers have with your brand—from your website and mobile app to channels like email, SMS, and WhatsApp. Visit our website or schedule a demo with our team to learn more.
How to build, automate, and personalize campaigns at scale with Insider’s customer journey builder
3 examples of brands using our customer journey builder to increase conversions, revenue, and retention
Create personalized, high-converting cross-channel journeys with Insider
Chances are, you’ve already worked with some type of customer journey builder—whether it’s a cross-channel journey builder like Insider’s or a simpler one from your email marketing software, for example.
But if you haven’t or you simply don’t have any data on how customers interact with your brand on different touchpoints, it’s a good idea to start by:
With that out of the way, let’s talk about the six steps you can take to create and automate high-converting campaigns with our customer journey builder.
Segmentation is the backbone of all successful marketing activities. The more precise your segments, the higher the chance of your offers and messaging resonating with your target audience, which leads to higher clickthrough rates (CTR) and more conversions.
That’s why Insider comes with versatile and easy-to-use segmentation capabilities. You can rely on over 120 attributes to identify the target audience for each journey, including traits, behaviors, preferences, demographics, and even predicted actions.
For example, say you’re preparing a discount campaign and want to create a customer journey that targets users who:
You can use our predefined audiences to quickly identify users who abandoned a product page (“Browser Abandonment” in the screenshot below) and interacted with your brand on a specific channel (“Channel Interactions”).
From here, you can add standard attributes like device type and version, as well as location or other traits that may be relevant to the campaign.
But that’s not all. To make this segment even more precise, you could use Insider’s AI-powered predictive audiences to target customers based on their:
In our example, the discount audience would be very useful as it would let you show the discount only to people who are very likely to be interested in it. That way, you won’t waste your discounts (and as a result — your profit margins) on shoppers who would’ve bought even without a discount.
Like most other journey builders, Insider lets you create each journey from scratch using a simple and intuitive drag-and-drop editor (although we also offer tons of pre-made templates, as you’ll see later).
You can choose from seven different ways to start each journey via this editor, as shown in the screenshot below:
These options provide lots of flexibility when it comes to starting each journey. Here are a few examples:
Note: You can get more similar examples and ideas in our guide to eCommerce marketing automation.
Additionally, there’s a whole range of other options you can tweak to make each journey trigger even more precise.
For example, if you use price drops as a starting point, you can adjust how many times a customer has to visit a product without buying during a certain period. You can also start this journey only when the price has dropped below a certain threshold, e.g., 25% or 50% of the original pricing.
“Wait” and “Check” elements help you direct the flow of the journey in a way that makes sense for your customers’ needs and preferences.
Let’s continue our journey that starts whenever there’s a 25% price drop for a certain item. Instead of triggering a message right away, you could have Insider wait until a specific time slot or a fixed amount of time (e.g., two hours) before contacting the customer.
You can also instruct Insider to wait for:
With the “Check” element, you can also Instruct Insider to:
One of Insider’s biggest advantages is its vast channel support. With our platform, you can create journeys across 12+ channels, including:
You can also click on the “Call an API” option if you want to extend your reach to additional systems like Zendesk or Intercom, for example.
This versatility can drastically simplify your workflow and consolidate your marketing stack because you don’t have to use five or six different tools for each channel.
However, with so many options, it can be difficult to decide which channels to try and when to send each message. Fortunately, two of our platform’s AI-powered capabilities can solve that problem.
Just like the vast abundance of customer data creates both opportunities and challenges for marketers, so does the variety of channels available for interacting with customers.
After all, how do you know what’s the best way to start a journey when you can choose between email, SMS, and WhatsApp, for example? Things get even tougher for larger businesses that also use push notifications, social media, customer service software, and other touchpoints to reach customers.
Instead of guessing which channel customers would want to use, this feature analyzes their past behaviors and automatically uses the channel they’re most likely to engage on. All you have to do is click on the “Next Best Channel” option and add your channels.
Put simply, this feature lets you make the most out of your cross-channel marketing efforts by only focusing on the touchpoints that will yield the best results, instead of wasting your budget on underperforming ones.
When building your messages for channels like email, SMS, WhatsApp, or web push, you have the option to enable STO.
This feature analyzes recipients’ engagement data and automatically sends each message at the time they’re most likely to engage with it.
That way, you don’t have to guess or go through multiple cycles of A/B testing to determine the best time to trigger each step in your campaigns.
If there’s no available data for some users, e.g., people who just shared their contact information with you, Insider will send them the message immediately. As they continue to interact with your brand via your site, mobile app, and external channels, our platform will analyze their behavior patterns, so you can make use of STO down the line.
Even with the power of AI, sometimes it’s not impossible to know what customers would prefer in advance. That’s why it’s essential to A/B test your ideas in the field and see their impact before implementing them across entire journeys.
That’s why Insider lets you A/B test pretty much anything—from simple messaging and call-to-action (CTA) changes to send times and entire journey flows on different channels.
For example, say you want to run an upsell campaign for customers who made their first purchase a week ago. You have their emails and phone numbers but don’t have enough data to know if they’d prefer email or SMS.
As you can see below, Insider makes it easy to direct part of customers to an email flow and the rest to an SMS flow to see which one produces better results.
But while running lots of A/B tests in your journeys can be extremely beneficial, it also gets complicated and time-consuming. Not only do you have to set up the logic and creative for every test but you also need to evaluate its results and decide how to move forward.
This is where Insider’s A/B Testing Winner-Autoselection can save you lots of time and effort.
This feature uses machine learning algorithms to detect the winning path in an A/B test and automatically direct users to it. That way, you don’t have to analyze results or change journeys manually. All you have to do is select:
Lastly, you can also rely on our AI-capabilities (powered by ChatGPT) to generate copy for your messages, including subject lines, body text, and much more.
Note: For more similar capabilities, we have an in-depth guide to the 12 Insider features that could help you boost productivity and cut costs.
Insider lets you analyze each journey’s performance from the same canvas you used to build it. This is a great way to get a quick overview of:
You can also zoom into each individual channel by clicking on “Show Channel Stats”. This will give you more detailed information about that channel’s performance, including metrics total clicks, conversions, and revenue.
There’s also a separate Architect analytics dashboard if you want to get more insights into your journeys. You can even build custom dashboards for different teams at your company.
For example, marketers may be interested in the conversion and drop-off rate between each step of a journey, while stakeholders might only want to see higher-level metrics like conversions and revenue.
From our experience of working with 1200+ companies like Adidas, Lexus, and CNN, we know that getting started with journey building (and omnichannel marketing automation as a whole) can be extremely time-consuming.
In order to get the necessary data in place (and make it usable), brands are often forced to connect a bunch of different systems, like:
This process can easily take weeks or even months. And that’s not even counting the time it takes to actually learn how to use the customer journey builder and create high-converting flows.
That’s why we’ve taken key steps to avoid this pain point and ensure our clients get value from Insider as quickly as possible.
First, our expert support team sets up Insider for you (at no extra cost) and enables you to take maximum advantage of each feature that would be useful to your business. This includes:
Next, if you want to build new journeys, you can get started quickly with our vast library of proven templates.
These templates cover a whole range of use cases, channels, and industries, so you can rely on them to kick-start tons of journeys. They’re also easily customizable, enabling you to quickly add your company’s logo and brand colors, as well as any other elements you like.
When building your journeys with Architect, you’ll automatically get tips and tricks from our platform that can make each flow even more effective.
Based on our customers’ feedback, Insider has always ranked highly in categories like ease of use, ease of setup, and quality of support due to our focus on simplicity and driving results as quickly as possible.
Below, we’ll look at three companies that used Architect to create high-converting flows and marketing campaigns across different channels. If you want to see even more examples, click here to browse all case studies on our site.
Slazenger is a British sports equipment brand established in 1881. They’re well known for their stylish sportswear covering cricket, tennis, swimming, hockey, golf, and much more.
Slazenger’s team wanted to personalize their customers’ experiences across channels by targeting the right segments of users with contextual, relevant messaging. Insider’s broad range of supported channels and AI-powered journey orchestration were an ideal fit for that goal.
For example, here are two specific challenges Slazenger tackled with Architect:
2. Returning visitors: Slazenger knew that many potential new customers browsed their products, without buying. They also knew discounts could impact these shoppers’ behaviors, so they wanted to target them with timely and relevant discount messages. They used Architect to set up automated email and web push flows that informed users whenever the price of a product they’d viewed, added to a wishlist, or abandoned in-cart dropped by 10% or more. These campaigns had a 12.1% increase in CTR compared to their other campaigns.
Slazenger also took advantage of Insider’s on-site personalization and gamification to make their shoppers’ experience even better. Overall, Slazenger saw a 700% increase in customer acquisition and a 49x return on investment (ROI) within just two months of using Insider.
For more details on how they used our customer journey builder and the campaigns they plan to build next, check out the full case study on our website.
Remix is one of the leading online stores for second-hand and outlet fashion in Europe. They add over 15,000 products every day, which provides a ton of choice for customers but creates challenges in terms of guiding new users to items they might be interested in.
As a result, one of the biggest issues Remix’s team was facing was that many new leads provided their email addresses but never made their first purchase. To tackle this problem, our team helped Remix build a new automated email onboarding flow with Architect.
This new flow consistent of three emails:
After implementing this onboarding flow, Remix’s team saw that first purchases increased by 104% compared to the previous quarter.
Our team also helped Remix carefully orchestrate omnichannel journeys, with unique coupon tiers used for more than 50 different journeys across channels like web push, email, and onsite.
For more details about Remix, their challenges, and approach to using Insider, check out the complete case study on our site.
HipVan is Singapore’s leading online furniture store, offering over 5,000 unique designs and a wide range of styles from Bohemian to Modern and Minimalist.
After analyzing their data, HipVan realized that in order to improve customer retention rates, they had to re-engage dormant buyers. They also wanted to re-engage first-time visitors who came to the site without leaving their contact details.
To help with that, our Strategic Account Management team advised HipVan to:
HipVan’s team used Architect to create various personalized journeys for use cases like welcoming new users and recovering abandoned carts.
The retargeting campaigns resulted in a conversion rate uplift of 46.7% compared to the sitewide average during Q1 of 2021.
Besides Architect, HipVan used Insider’s Smart Recommender—an AI-powered product recommendations tool—to show users relevant products based on their behavior. This helped them improve customer engagement on their product pages and achieve a conversion rate uplift of 6.03% (which amounted to 80 extra conversions per month).
Check out the full HipVan case study for more information about their challenges and approach.
Insider’s powerful customer journey builder lets you create and automate powerful campaigns across all customer touchpoints.
Besides building high-converting flows for each stage of the customer journey, Insider also enables you to:
Lastly, our experienced support team and vast template library will ensure you can take maximum advantage of Insider’s powerful capabilities in no time.
Katie is an award-winning content marketer with over seven years of experience in content strategy, development, and copywriting. As Global Content Director at Insider, she currently oversees content strategy across 26 regions. Fun fact: Katie read 64 books last year (for which she owes a long commute and two week-long holidays where she spent approximately six hours a day with her nose in a book).