Visitors can be targeted by their state or purchase intent in the purchase process. This is also called 'Funnel State'. States are calculated automatically in real time during the visit and set as a user attribute.
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Knowing the funnel state can be helpful in increasing conversion rates by showing the right incentive at the right time. This will encourage the visitor to move down the funnel and complete a purchase. For example, if a visitor is just window shopping (awareness state) it is better to promote impulse purchase products. A visitor with low initial intent is more likely to buy these products.

To target these visitors use the onsite segment 'Custom Profile'.

The funnel state is updated in real time using machine learning algorithms. Various data points can influence the funnel state detection. These include the items the user looked at, how many items people usually buy from that specific category etc.

The visitor is "window shopping" and does not exhibit interest in buying a specific product.

The visitor is browsing similar products from a specific category. This indicates that the visitor knows what they would like to buy, but have not yet found that specific product.

A specific product or a set of short listed products is found. The visitor is closer to make a purchase decision.

The candidate items are in the cart, and the mix of products indicates that the visitor is ready to buy.

Visitor has purchased during this session.