Links (URLs) & Checkout Pages

The Cleverbridge platform offers a variety of URL types to suit your business needs. Understanding and selecting the appropriate URL type is crucial for optimizing your e-commerce operations. The URL types include:

Destination URL (URL)

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.

You can set up destination URLs using the Link Generator in Commerce Assistant (CA). For details, see Create URLs.

Example

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

Advantages Disadvantages
  • Can be easily built and deconstructed in Commerce Assistant (CA).
  • Can be built manually.

Display URL (PURL)

The address of the webpage your customers see, for example, as part of special campaigns. In the Cleverbridge platform, display URLs are orderClosed An agreement between a seller and a buyer to exchange goods and/or services for money. An order can: - contain multiple products and quantities; - have multiple financial transactions. A preorder authorization is considered an 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 in need. This reduces website maintenance, offering increased flexibility.

You can set up display URLs using either the Saved Links portal or the MVTClosed Multivariate testing (MVT) is a technique for testing two or more different variables in the checkout process to determine which variable creates more revenue or a higher conversion rate. Campaign portal in CA. For details, see Create URLs.

Example

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

Advantages Disadvantages
  • 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. See Best Practice: Use Display URLs.

Example Use Cases

  • 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.

Protected URL (UURL)

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.

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.

To set up protected URLs, you can use either the Link Generator in CA (for details, see Create URLs) or the Generate Protected URL API.

Example

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

Advantages Disadvantages
  • 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.

Example Use Cases

  • 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.

Session URL (SURL)

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 purchaseClosed An order made by a customer and the records associated with it. 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.

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

Example

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

Advantages Disadvantages
  • 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.

Example Use Cases

  • 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.

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.

You can set up a dynamic protected URL in CA. For details, see Create URLs.

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

Advantages Disadvantages
  • Have the configurable parameters of a session URL.
  • Have the time frame definition of a protected URL.
  • Can be used for over 10,000 links.
  • No need to pre-announce URLs with additional API calls to Cleverbridge.
  • Parameters in the URLs are readable by customers.

Example Use Cases

  • 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.

 

URL Comparison Table

Characteristics Destination URLs Display URLs Protected URLs Session URLs Dynamic Protected URLs
Created using CA X

X

X

 

  
Created using an API     X X X
Suitable for more than 10,000 URLs       X X
One URL for many customers X X X   X
URL parameters are masked   X X X  
Time-frame-dependent URLs    

X

(as determined in the Link generator)

X

(72 hours)

 X
Can be used in MVT campaigns   X X X X