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Understanding URL types

Cleverbridge provides several URL types designed to cater to specific business needs, enabling you to optimize your checkout processes, protect sensitive information, and create tailored purchasing experiences for your customers.

The following URL types are available:

Destination URL (URL)​

A destination URL is the address of the webpage you want your customers to land on. In the Cleverbridge platform, destination URLs are checkout page links in which all parameters are visible and unprotected. They are easy to build but can be easily manipulated by customers. If you don't want to share specific product details, for example, IDs, use display URLs instead.

Example

https://www.cleverbridge.com/864/?scope=checkout&cart=97771&coupon=x21zy8&languages=fr

AdvantagesDisadvantages
  • Can be easily built and deconstructed.
  • Can be built manually.
  • Are not protected, and all parameters can be seen and altered by the customer.

You can create a destination URL:

Display URL (PURL)​

A display URL is the address of a webpage your customers see, for example, as part of special campaigns. In the Cleverbridge platform, display URLs are order URLs most often used as base URLs that point to destination URLs. This way, the display URL remains the same all the time and you can only change the destination URL when needed. This reduces website maintenance, offering increased flexibility.

Example

https://shieldwareexamplecompany.com/864/purl-internet-security-basic

AdvantagesDisadvantages
  • Can be customized to display specific information, including customer-friendly information.
  • Can be used as a base URL that directs to many other URLs, including destination URLs, protected URLs, session URLs.
  • Can be easily updated at any time.
  • Parameters can be masked and URL can be shortened.
  • MVT campaigns cannot be generated spontaneously.
  • There is no API for the creation of display URLs.
tip

An important best practice is to use a display URL on your website with an underlying destination URL. For more information, see Create display URLs.

  • Launch an MVT campaign using URL candidates from specific customer audiences. For example, test order page behavior using opt-in vs. opt-out with set prices for a specific region. One link will display on your website for that particular campaign which will select different candidates who have different criteria.
  • Create an MVT campaign using URL candidates that define the customer audience using different recommendation parameters with different weights, which systematically route traffic.
  • As a new client, you want to take shopping URLs online and maintain a small list of URLs (e.g. 50). In the Saved Links area in CA, links can be customized, easily activated and deactivated, and converted to MVT campaigns.

You can set up a display URL:

Protected URL (UURL)​

Protected URL is a unique URL in which some parameters are masked. It’s created to protect a destination URL. Protection is necessary when the destination URL contains dynamic products, confidential products, or customer profile data. It’s also possible to apply various restrictions on a protected URL's mask parameters, such as dynamic products, confidential products, and customer profile data.

Example

https://www.cleverbridge.com/864/uurl-gcabkk52r9

warning

Do not use protected URLs if you plan to create 10,000 or more. This can slow down the checkout experience. Use session URLs (SURLs) or dynamic protected URLs (dynamic UURLs) instead. For more information, contact Client Experience.

AdvantagesDisadvantages
  • Can be limited to a pre-determined number of orders.
  • Can expire after a pre-determined time period.
  • Are not intended to be used in large numbers. If you plan to create more than 10,000 URLs, you should opt for a different URL type, such a session URLs (SURLs) or dynamic protected URLs (dynamic UURLs).
tip

If you want to protect your URLs, and you don't need to mask your parameters, Cleverbridge recommends creating dynamic protected URLs. Dynamic protected URLs offer the same flexibility as protected URLs but are not limited in terms of the number that you can produce. For more information, contact Client Experience.

  • Generate 100 URLs that expire on a particular date (Black Friday weekend). They will be available to your customers for a limited time only therefore ensuring an increase in short-term sales.
  • Send a newsletter with a limited-time offer as incentive. It increases customer base loyalty and attracts new customers.

You can create a protected URL in one of the following ways:

Session URL​

A unique URL generated for a specific session or interaction between a customer and a website. In the Cleverbridge platform, the session URL is valid either for one purchase or for 72 hours after the last web hit for the session has been requested by the web servers. Session URLs are needed when you want your customers to make a purchase within a limited time or for a specific quantity.

Example

https://www.cleverbridge.com/864/surl-p0sNhmD8f0

AdvantagesDisadvantages
  • Are generated using a database that is always available and does not have to be cached. There is no need to update any other servers because the database expunges any data older than 72 hours.
  • Support single sign-on (SSO) and pre-populated checkout processes.
  • Are not suitable for newsletters or email campaigns because of the 72-hour time frame. After all, you cannot be sure that customers will use the link during this period.
  • Are only generated for one customer and one order.
  • Can cause high server traffic.
  • Can be created only by using an API.

  • Use dynamic products while ensuring customers don't see related details in the URLs.
  • Use an API to generate the SURLs "on-demand" during the online order process.
  • Use single sign-on (SSO).
  • Pre-populate the checkout process using your CRM system in combination with the URL Generator API Guide and previously collected customer data. These URLs are generated only upon request and use a script that you develop.

You can generate a session URL using the Generate User Session URL API.

Dynamic protected URL (dynamic UURL)​

A unique URL which combines the characteristics of a session URL and a protected URL. In the Cleverbridge platform, a dynamic protected URL is an order URL with client-specific, configurable conditions generated for a purchase in a specific time frame. It can be used only for a defined number of purchases.

note

Dynamic protected URLs are valid for a maximum of twelve months. The expiry date is defined by the &urlvaliduntil=<date> parameter.

Example

https://www.cleverbridge.com/<clientID>/?scope=checkout&cart=s4014&dp_89858=__PRICE:666:USD,666:EUR;N&dp_89859=__PRICE:999:USD,999:EUR;N&urlident=dynamictest0025&urlvaliduntil=2012-11-25&urlusage=2&queryhash=63f667089c6193fb0da50cd0700a6b92

  • Create 10,000 customized URLs for a promotional campaign. After the campaign is over, the URLs expire on the set-up date.
  • Create URLs for an unlimited number of orders that have a scheduled expiration date.
  • Test or set up different designs for different web pages. For example, you may want to have different displays for different regions.
  • Send a URL, with dynamic price parameters, and one or more of the following properties:
    • The URL should be protected. However, each parameter should not be protected separately.
    • The URL should expire in one month.
    • The URL should to be valid for one transaction only.
    • The URL should be valid for a particular customer.
    • The URL should pre-populate the customer's data using SSO. For more information about this property, contact Client Experience.

You can generate a dynamic URL using Link generator — see


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