Use cases
A use case is the thing a visitor actually sees: a popup, a block inside the page, a whole page of products.
A campaign is one use case shown to one segment. The segment decides who. The use case decides what.
Browse them under Use Cases in the sidebar.
The three forms
| Form | What it is | Feels like |
|---|---|---|
| Popup | Appears over the page | An interruption, so it needs to be worth it |
| Embedded | Sits inside the page as a block | Part of your store |
| Full page | A page of its own | Somewhere you send people |
The form matters more than it looks. A popup stops what someone is doing, which is why it works for abandoned carts and why it annoys people when the offer is weak. An embedded block never interrupts, which makes it right for anything that should always be there.
What each one is for
Every use case has a goal, and it helps to know which you are reaching for.
| Goal | What it does | Examples |
|---|---|---|
| Cart Recovery | Wins back carts people left | Abandoned Cart |
| Conversion | Turns browsers into buyers | Flash Sale Popup, Discount on Product Page |
| AoV | Raises the value of each order | FBT Section, Buy More Save More |
| Informational | Tells people something useful | Top Banner, Trust Badges |
If your problem is that people arrive and leave, you want Conversion. If they buy but not enough at a time, you want AoV. Picking the wrong goal is the most common way a campaign does nothing.
On-site and checkout
Use cases split by where they run.
On-site use cases run on your storefront: homepage, product pages, category pages, cart.
Checkout use cases run on checkout, thank you and order status pages. These are different ground. The sale is nearly or already done, so the job shifts from persuading to reassuring, and anything that distracts costs more than it earns. They need Shopify Plus; everything else works on any Shopify plan.
Use cases and templates
A use case is the behaviour. A template is what it looks like.
Pick the use case when you create the campaign. Pick the template when you build the variant, and change it whenever you like without touching anything else.
Updated about 2 months ago