What does onsite personalization mean, what is it about multivariant testing?
 Important terms from our industry - simply & quickly explained.

previous term

A touchpoint is the moment at which users or customers come into contact with a company.  This can occur both online and offline.


Examples of touchpoints



  • Print ads or outdoor advertising
  • Editorial reporting (print)
  • Trade fairs and events
  • A visit to a store
  • Promotions (e.g. flyers)
  • and much more


  • Search engines (ads or organic search results)
  • Display advertising
  • E-mail marketing
  • Social media
  • Apps
  • Editorial reporting (online)
  • Website/webshop
  • and much more

Marketing often differentiates between direct and indirect touchpoints. Direct touchpoints can be influenced and controlled by the company itself. This includes, for example, the own website, but also SEO and SEA. However, the company has no direct or only limited influence on indirect touchpoints. This is the case, for example, with editorial reporting or customer reviews.


Additionally, touchpoints in marketing are categorized according to the so-called EPOMS acronym:

  • Earned Touchpoints: Contact points that the company "earns" (e.g. ratings and recommendations).
  • Paid Touchpoints: Contact points that are paid by the company (e.g. SEA or outdoor advertising).
  • Owned Touchpoints: Contact points that the company "owns" itself (e.g. its own website or webshop).
  • Managed Touchpoints: Contact points that are operated by third parties (e.g. social media channels such as Facebook).
  • Shared Touchpoints: Contact points that are shared by the company (e.g. press articles or product/explanatory videos).

In marketing, touchpoints are used to influence the customer journey. If the customer has a positive experience with the company at various contact points, he will have a positive attitude towards it and will be more likely to make a purchase. It is important to be aware of all possible touchpoints on the customer journey and to keep the user experience as smooth as possible.

next term

To display the terms, click on the link


Onsite Personalization: 10 Tips for online merchants

With onsite personalization, the website becomes a personal shopping assistant – and sales increase.
Request white paper now

Recommendations: 5 Tips for more Sales through Product Recommendations

This whitepaper shows how good recommendations work and provides tips for using them
Request white paper now

A playful approach to success: Retain users & increase sales with gamification

We'll show you how you can use gamification to entertain your customers and increase sales
Request white paper now

Personalization for the home & living industry

Turning the website into the perfect furniture consultant
Request white paper now

Personalization for the Fashion Industry

How to turn your website into a personal shopping assistant
Request white paper now

How to prepare your online shop for Christmas

Festive spirit on your website
Request white paper now

Personalization in B2B

Turning the website into a digital sales representative
Request white paper now

Paper: Personalization & Testing

Status Quo and Way Forward
Request white paper now

Data Strategy & Personalization

A treasure trove of data for more customer centricity
Request white paper now

Using A/B and Multivariant Testing for Onsite Optimization

The reliable path to success
Request white paper now

Personalization for Publishers

How the dream of an individual online newspaper becomes reality
Request white paper now

Segmentation of Users

Segmentation of users
The basis for a successful, individual approach
Request white paper now

Mobile Website Optimization – Tips for outstanding shopping experiences

Request white paper now

Conversion Optimization with Personalization

These landing pages turn users into buyers
Request white paper now

Request your free demo

Would you like to find out how your company can benefit from the various possibilities offered by trbo technology? In your personal, non-binding demo you will learn everything about onsite personalization, recommendations, A/B & multi-variant tests and much more.

trbo GmbH
Leopoldstr. 41 | 80802 Munich, Germany
+49 (0) 89 215 38 68 0 |

trbo Inc.
429 Lenox Ave | Miami Beach, FL 33139 United States
1-844-200-7222 (toll free) |

Request demo