The Triggerbee Growth Model is a framework for planning, organizing, and measuring your onsite personalization efforts throughout the customer journey.
Every onsite experience you create in Triggerbee is connected to one of six objectives:
Audience Growth → Understand → Activate → Convert & Sell → Listen → Retain
The objective defines what you want the experience to achieve and determines which key metrics are most relevant when evaluating its performance.
The model helps you move beyond measuring individual clicks and instead understand how your onsite experiences contribute to customer growth, engagement, revenue, and retention.
1. Audience Growth
Grow your audience and turn anonymous visitors into known customers.
Audience Growth experiences are focused on increasing the number of visitors you can identify and communicate with. This usually means collecting an email address, creating a new profile, or encouraging a visitor to sign up or become a member. But it can also include experiences that asks your visitors to re-consent or expand their consent. The goal is to increase reach.
Typical key metrics include:
New emails collected – Number of new email addresses collected through your experiences.
Form response rate – Percentage of visitors who submit a form after seeing an experience.
Average identification rate – Percentage of your website visitors that Triggerbee can identify.
Total profiles – Total number of identified profiles, such as visitors with an email address (or the identifier you're using in Triggerbee).
Example experiences within the Audience Growth Objective
A newsletter popup offering 10% off the first purchase, an email signup embedded on a landing page, a competition where visitors enter using their email address, or a membership recruitment campaign are all examples of Audience Growth experiences.
The common goal is simple: turn more anonymous traffic into an audience you can recognize and build a relationship with.
2. Understand
Build richer customer profiles and learn what your visitors are interested in.
Once you have an audience, the next step is understanding it. Experiences within this objective are designed to collect additional information about visitors: their preferences, interests, purchase intent, needs, or other attributes that can be used for segmentation and personalization.
Typical key metrics include:
Data points collected - New customer attributes and preferences collected through experiences.
Form response rate - Particularly relevant when data is collected through quizzes, surveys, or preference forms.
Data attributes populated - The number of unique data attributes that have collected data from form and survey responses in the selected accounts.
Example experiences within the Understand Objective
You could ask visitors "What are you shopping for?" and save their answer to their profile, create a product finder that identifies their needs, ask new subscribers about their favorite product categories, or collect zero-party data such as preferred brands, sizes, styles, or interests.
These experiences don't necessarily need to generate an immediate sale. Their value comes from creating better customer data that can power more relevant experiences later.
3. Activate
Encourage known visitors to become more engaged with your brand.
Activation experiences focus on moving visitors deeper into the customer relationship. This can mean getting customers to log in, activate their membership, use their benefits, or simply engage more actively with the website.
Typical key metrics include:
Average identification rate – Percentage of your website visitors that Triggerbee can identify.
Logged-in visitors - Logged-in visitors is the percentage of sessions where the visitor was logged in. Only sessions where log-in status could be detected count towards it, so sessions with an unknown status are left out of the calculation.
Purchase rate - The total purchase rate (purchases/visits) for the whole website.
Example experiences within the Activate Objective
An experience could remind a recognized member to log in to see their personal offers, highlight unused membership benefits, promote a loyalty program to existing customers, or show personalized content based on what Triggerbee already knows about the visitor.
For example, instead of showing a generic newsletter popup to a returning customer, you might recognize them and display: "Welcome back! Log in to see your member prices."
The objective is to turn customer data into active customer relationships.
4. Convert & Sell
Influence purchase decisions and generate incremental revenue.
Convert & Sell experiences are designed to influence visitors who are considering a purchase. They can help visitors discover products, overcome hesitation, increase basket size, or complete their purchase.
Typical key metrics include:
Assisted sales - Assisted sales shows the total revenue attributed to your Triggerbee experiences via last-touch attribution in the selected period
Purchase rate - The total purchase rate (purchases/visits) for the whole website.
Purchase rate after onsite experience - The number of purchases that have been attributed to these experiences after interaction.
Example experiences within the Convert & Sell Objective
Examples include general campaign banners ("currently 3 for 2 on socks"), quizzes & guides, product recommendations, upsell or cross-sell messages, promotional campaigns, urgency messaging, or a targeted discount for visitors showing high purchase intent.
You could, for example, show visitors with products worth €70 in their cart a message saying "Add €10 more to get free shipping", or recommend complementary products directly from the cart.
5. Listen
Capture customer feedback and use it to improve the customer experience.
Not every onsite interaction needs to sell something. Listen experiences help you understand what customers think, what prevents them from purchasing, and where there are opportunities to improve.
Typical key metrics include:
NPS - Current Net Promoter Score collected through customer surveys.
CSAT - Current Customer Satisfaction Score collected through customer surveys.
Feedback response rate - Percentage of visitors who respond to survey campaigns
Feedback volume - The number of collected free-text answers/comments in your surveys
Example experiences within the Listen Objective
You could ask customers to rate their shopping experience after a purchase, run an NPS survey for returning customers, ask abandoning visitors "What stopped you from completing your purchase?", or collect feedback about a newly launched website feature.
Feedback can then be combined with other Triggerbee data. For example, instead of asking every visitor the same question, you can target a survey specifically toward customers who recently purchased, highly engaged visitors, or visitors who repeatedly leave without converting.
6. Retain
Encourage customers to return, purchase again, and stay engaged over time.
Retain experiences focus on existing customers rather than first-time visitors. The goal is to increase repeat purchases, reactivate customers who are becoming inactive, and reduce churn.
Typical key metrics include:
Repeat purchase rate – Repeat purchase rate is the share of customers who bought in the selected period that had bought before, counted once per customer regardless of how many purchases they made.
Time to second purchase - Time to second purchase is the average number of days from a customer's first purchase to their second, across customers whose second purchase happened in the selected period. Each customer counts once.
Return frequency - Return frequency is the average number of visits per month by existing customers (people with an earlier purchase) who visited during the selected period, always shown per month regardless of the period length.
Time between visits - Time between visits is the average number of days from a purchase in the selected period until that customer's next visit to the site. Purchases with no later visit yet are not counted.
Example experiences within the Retain Objective
A returning customer who hasn't purchased for six months could receive a personalized "Welcome back" offer. A frequent customer could see recommendations based on previous interests, while a member approaching a loyalty threshold could be reminded of the benefits available to them.
Other examples include replenishment reminders, loyalty offers, personalized promotions for existing customers, subscription renewal messaging, or campaigns targeted specifically toward customers with declining engagement.
The objective is to use what you already know about your customers to keep the relationship active after the first purchase.
Using the Growth Model
The six objectives represent different parts of the customer journey, but they aren't necessarily a strict sequence. The same visitor can interact with experiences from several objectives over time.
For example, a visitor might first provide their email through an Audience Growth experience. A preference quiz then helps you Understand them. On their next visit, a personalized message encourages them to log in and Activate. Product recommendations help Convert & Sell, a post-purchase survey lets you Listen, and a personalized win-back campaign later helps Retain them.
By assigning each experience to an objective, Triggerbee can group campaigns around their business purpose rather than simply their format. A popup, embedded experience, banner, or form is therefore not the objective itself - it's the mechanism used to achieve it.
This makes it easier to answer the more important question:
What is our onsite personalization actually helping us achieve?