There are many tools on the market that offer some kind of marketing automation function. I have tested many of them and I use many of them every day in my work. One of these tools that I find very useful is user.com. In this post I want to write about the key functions and advantages, as well as the benefits that can be achieved.
Main functions
Automations
user.com has a built-in drag & drop automation builder, which makes it easy to create both simple and very complex automations. Each scenario consists of function blocks with 3 main categories: triggers, conditions and actions. There is also a fourth category – chatbot, which contains all functions related to creating scenarios for chatbot. The builder contains everything you need to create a useful automation. The way it is created is intuitive and simple. Scenarios are created quickly, provided that a detailed plan is prepared beforehand – what exactly is to work, how, when not to work and so on.
CRM
On user.com you have a tab with all your users, which you can filter and add to different segments. You can customize this module to your needs by adding your own attributes, which may be different for each user. In addition, there is a module for managing requests. There is also a more advanced module (deals) which allows you to determine the value or potential profit of such a query. It also has configurable conversion funnels, so you can easily move your deals to the next step. In addition, there is a simpler module (tickets), which you can use. There are also modules for managing companies and products. Each user can be assigned to a company, which makes it easier to maintain order in the database. I will describe the product module a little further.
E-mail marketing
With these features you can manage your newsletters and other messages. You can personalise, segment, send them automatically in specific situations. The e-mail module allows you to prepare message templates, which can then be used in specific automation. User.com has 2 built-in email builders – one simpler and one more powerful. It is also possible to import prepared html messages. A great advantage is the possibility of using user attributes in messages, as well as data depending on events – meaning specific interactions of individual users with the content on the website or with products. This is possible through the use of snippets – short codes referring to the information collected in the database – unique to each user.
SMS marketing
User.com allows you to send SMS to users – both manually to selected users and by setting appropriate automation. So if you use this communication channel, it is worth taking it to the next level. From now on, all SMS can be properly segmented and used in a specific place in your automation scenario. For example, you can send an email, and if the user does not react, you can send him an SMS instead of immediately sending an SMS to everyone. This is of course an example, how you use this feature is up to you.
Chat with chatbot function
The user.com tool, before it developed other features, was just a chat room. Currently it is one of many functions. Before that there was no possibility of chatbot. Currently all automation modules available in user.com can be used to call automatic messages. Depending on the selected options in the chatbot you can create advanced chat scenarios, quizzes, FAQ modules and many other ideas. You can also, depending on the chatbot conversation, create automation in such a way that at some point the chat operator joins the conversation – e.g. if there is sales potential, or if the user has a problem that he cannot solve with the automatic message.
Web push
The web push function, which appears in your browser if you agree to it, is also important. This allows only those users who want to be informed about their offer. This is because for this to work, the user must agree to receive the message.
Replacing text blocks on the page
There is also a user.com function which, depending on the user, segment, changes the content of the page to another one. For example, this can be used to ensure that new users have completely different content than those who have shopped in the shop and now return to the site. This can be used to personalise, e.g. displaying the name, displaying the right text according to gender, age, interest and other information.
A/B tests
One of the many modules available within user.com automation are A/B tests. It is possible to determine for oneself what proportion of people is supposed to have a particular effect. It concerns practically all functions of the tool. So we can use it for e-mails. Then we can test specific 2 (or more) e-mail contents or topics. When we use it for chatbot, we will check which automatic message brings the most conversions. If we use this feature for text blocks on a page, we can check many different changes before making them permanent on the page. In the same way you can use A/B tests for SMS, push messages and other user.com features.
Analytics
The use of user.com in the context of website traffic analysis should be considered on 2 levels. On a general level, we can create graphs of specific events, number of specific attributes and parameters. On a detailed level, it is possible to check every user, e.g. one who made a conversion. We can trace the whole history of this user – up to the conversion. This can be useful for setting patterns of user behaviour on the site or for very accurate attribution of the conversion.
Products and product feeds
There is also a very important part of user.com, reserved especially for e-commerce. It is possible to import product feed and implement product events into the application. This means that you know which product the user has interacted with and you can use such an event, e.g. in an email, sending the products he was interested in at attractive prices, or remind the user that he put the products in his basket but did not buy them. These are of course only examples. There are many possibilities. By uploading a product feed and its updates, the emails sent will always have the current prices, stocks and so on.
Calls and call orders
The connection function can also be useful for some companies. Once you have purchased a special phone number integrated with user.com, you can call or receive calls within the service. You can also enable users to book an automatic callback to the indicated number.
Other features
I have listed above the main functions that can be used with the user.com tool. However, I think it is worth taking an interest in it for several more reasons.
Integration via Google Tag Manager
For me, it is not without significance that user.com works very well with Google Tag Manager. It is possible to transfer information to the data layer through appropriate automation and use this data inside all tags that are contained there. You can also call up events in user.com through appropriate tags in the GTM or automatically change the values of user attributes from the GTM tags. This really gives you many potential opportunities.
Integration through Zapier
There are also many opportunities to integrate user.com with other tools through Zapier. This is easy even for beginner users.
Integration via API
For more advanced users there is also the possibility of integration via API. In this way, certain integrations can also be handled.
Flexibility
I very much like the flexibility of this tool. It allows you to rule out many minor costs for other tools, but also to collect data in one place.
Low price
Some user.com features are available for free, others are already available for $49 or $249 per month. In my opinion these are very attractive prices, considering how much functionality you get at this price. Some tools that only serve one of these features cost the same. If you do not know how the tool will work for you, you can always try it out. user.com offers a 14 trial with all features. So if you think it is worth trying out how the tool will work for your company – test it here.