How in-session marketing works

When a visitor arrives on a website with in-session marketing, the AI observes their event stream pattern. In five clicks, the AI uses its model built from billions of past sessions to predict the likelihood the visitor will complete a purchase.

This prediction model uses only on-site behavioral data, and never collects or stores any personal data.

With the purchase prediction for the visitor, the model assigns the visitor session into one of three segments: likely-to-buy, on-the-fence, or unlikely-to-buy.

Using this segment, the AI will deliver an action from the real-time engine to the visitor.

Based on their segment, each visitor may receive an action from the in-session marketing platform. This action is designed to motivate behavior: a purchase, an addition to the cart, or something else. Businesses design, test, and monitor their actions in partnership with Session AI.

The entire process occurs in real time, less than 100 milliseconds from prediction to action.

For the visitors who came to buy, sellers want to increase cart value. The right in-session actions often include upsells, margin-positive incentives, and loyalty offers. Most importantly, these retailers avoid presenting discounts and promos that are not necessary to convert these visitors. For many in-session marketers, the strategy for likely-to-buy visitors is to step aside and let them check out.

On-the-fence visitors are the persuadable segment that offers the most leverage. With the right incentives, these visitors will complete purchases. Common actions include real-time incentives offered instantly instead of as sitewide promos. Other actions include free shipping, social proof, or time-limited messaging. In-session marketers monitor which incentives work best for their customers, and quickly see much higher conversion and margin.

Unlikely-to-buy visitors aren’t ready to buy anything when they visit. Still, in-session marketing provides ways to increase the chance these visitors will become future customers. Recommended actions include email capture, links to content, and find-your-store messages. In-session marketers don’t waste any site traffic, but are also now empowered to know where to focus their effort.