Segments, triggers and behavioural targeting
How Smart Content decides who sees each message and the moment it should appear
Overview
Smart Content uses three core components to decide which message to show: segments, triggers and behavioural signals. Together, they allow Liva 7 to understand who the shopper is, what they are doing and what they are likely to need next. This creates a messaging layer that feels personal, timely and relevant without requiring manual scheduling or complex rule building.
This article explains how each component works and how they combine to deliver the right message at the right moment.
What segments are and why they matter
Segments group shoppers based on shared behaviours or characteristics. They help Smart Content understand who the message is for. Instead of treating every visitor the same, segments allow you to tailor messages to different types of shoppers.
Examples of segment types include:
- new visitors
- returning shoppers
- high intent browsers
- cart abandoners
- category explorers
Segments allow you to speak differently to different audiences without creating separate campaigns.
Segments help Smart Content understand who the message is for.
How Smart Content evaluates segment eligibility
When a shopper enters your store, Smart Content immediately checks which segments they belong to. A shopper can belong to multiple segments at once, and Smart Content weighs each one to determine which messages are eligible.
For example:
- a returning shopper who has viewed multiple products may qualify for both “returning visitor” and “high intent”
- a shopper who added to cart yesterday may qualify for “warm returning visitor”
This layered understanding helps Smart Content choose messages that feel precise rather than generic.
Shoppers can belong to multiple segments at the same time.
What triggers are and how they work
Triggers define when a message becomes eligible to appear. They activate based on actions, milestones or behaviours. A trigger is the moment Smart Content says, “Now is the right time to show this.”
Common triggers include:
- viewing a product
- scrolling a certain depth
- adding to cart
- returning after a break
- viewing multiple items in a category
Triggers ensure messages appear at meaningful moments rather than randomly.
Triggers decide when a message becomes eligible.
How triggers and segments work together
A message becomes eligible only when both the segment and trigger conditions are met. This ensures that messages are not only shown to the right people, but also at the right time.
For example:
- Segment: returning shopper
- Trigger: viewed a product twice
- Result: show a reassurance message about shipping or returns
This combination creates messaging that feels intentional and well‑timed.
A message appears only when both segment and trigger conditions are met.
Understanding behavioural signals
Behavioural signals help Smart Content interpret intent. These signals go beyond simple actions and look at how the shopper behaves.
Examples include:
- dwell time on a product
- rapid switching between categories
- repeated visits to the same item
- hesitation before checkout
- scrolling patterns
- engagement with previous messages
These signals help Smart Content understand whether a shopper is exploring, comparing, hesitating or preparing to buy.
Behavioural signals help Smart Content understand shopper intent.
How Smart Content ranks eligible messages
When multiple messages are eligible, Smart Content ranks them based on relevance. It considers:
- segment strength
- trigger recency
- behavioural intensity
- message purpose
- suppression rules
- previous exposure
The highest‑ranked message is displayed. This prevents clutter and ensures the shopper sees the message that is most likely to help them move forward.
Smart Content ranks eligible messages and shows the strongest one.
How Smart Content prevents message overload
Smart Content includes built‑in frequency and suppression controls. These prevent shoppers from seeing:
- the same message too often
- too many messages in a short period
- messages that no longer match their behaviour
- messages that conflict with each other
This keeps the experience clean, respectful and helpful.
Frequency controls prevent shoppers from seeing too many messages.
How Smart Content adapts as behaviour changes
Smart Content continuously monitors behaviour. If a shopper’s intent shifts, the eligible messages shift with it. A shopper who moves from browsing to buying may see a different message than someone still exploring.
This real‑time adaptation ensures messaging always feels relevant.
Messages update automatically as behaviour changes.
How segments, triggers and behaviour create a personalised journey
When combined, segments, triggers and behavioural signals create a messaging system that feels personal and intuitive. Instead of static banners or scheduled campaigns, Smart Content reacts to each shopper’s journey.
This allows you to:
- guide new visitors
- reassure hesitant shoppers
- reward returning customers
- highlight offers at the right moment
- reduce friction during checkout
It becomes a natural extension of your store’s communication strategy.
Smart Content uses all three components to personalise the journey.
