Impressions System

Impressions are dynamic call-to-action notifications that appear when visitors view specific content on your pages. They provide an additional channel to capture attention and guide visitor engagement based on the content they’re actually reading.

How Impressions Work

Triggering Logic

Impressions are attached to specific panes (content sections) on your pages. When a visitor views a pane that has an associated impression, the impression becomes “visible” and can be displayed to the user.

Activation process:

1. Visitor scrolls to or views a specific content pane
2. System detects pane viewing event
3. Associated impression becomes active
4. Notification appears in header or overlay
5. Analytics track impression visibility and interactions

Multiple Impressions

Multiple impressions can be active simultaneously if a visitor has seen multiple triggering panes on the same page or across different pages during their session.

Display Modes

Header Icon Mode

When impressions are active, a small animated notification icon appears in the header menu:

Visual indicators:

• Bouncing animation to draw attention
• Number badge showing count of active impressions
• Red background for visibility
• Click to expand functionality

Expanded Overlay Mode

When the header icon is clicked, impressions display as an overlay in the bottom-right corner:

Overlay features:

• Full impression content with title, body text, and call-to-action button
• Close button (X) in the top-right corner for dismissal
• Navigation dots when multiple impressions are active
• Auto-cycling every 5 seconds through multiple impressions
• Manual navigation using indicator dots

Content Structure

Each impression contains structured content elements:

Core Components

Title: Headline for the impression that captures attention Body text: Descriptive content explaining the offer, message, or call-to-action Button text: Call-to-action link text that encourages interaction Action: Navigation destination defined in ActionLisp format

ActionLisp Integration

Impression actions use ActionLisp format for navigation:

Story fragment navigation:

(goto (storyfragment "slug"))

Context page navigation:

(goto (context "slug"))

External URL:

(goto (url "https://example.com"))

The system parses and validates action syntax before execution, ensuring reliable navigation behavior.

Creating and Managing Impressions

Impression Creation

Impressions are created and managed through the StoryKeep content management system:

1. Associate with panes: Link impressions to specific content sections
2. Define trigger logic: Set which panes must be viewed to activate
3. Create compelling content: Write effective titles, descriptions, and call-to-action text
4. Set navigation actions: Define where the impression button should lead

Content Strategy

Effective impression content:

• Relevant messaging: Relate to the content being viewed
• Clear value proposition: Explain what visitors get by clicking
• Action-oriented language: Use compelling call-to-action text
• Contextual timing: Appear at appropriate moments in content consumption

User Experience Design

Non-Intrusive Approach

Respectful engagement:

• Icon mode: Allows visitors to choose when to engage
• Easy dismissal: Clear close option in expanded mode
• No forced interactions: Visitors can ignore impressions completely
• Progressive disclosure: Information available when wanted

Mobile-Friendly Design

Responsive implementation:

• Touch-optimized: Interface works well on mobile devices
• Appropriate sizing: Readable text and touch-friendly buttons
• Performance optimized: Fast loading and smooth animations
• Cross-device consistency: Same experience across platforms

Analytics and Tracking

Automatic Event Tracking

When a visitor clicks an impression button, the system automatically:

• Sends analytics event with type Impression and value CLICKED
• Records belief data including beliefId (impression ID) and paneId
• Tracks session information for visitor behavior analysis
• Integrates with site analytics for comprehensive reporting

Performance Metrics

Key impression metrics:

• View rates: How often impressions become visible to visitors
• Click rates: Percentage of visitors who engage with impressions
• Conversion tracking: Follow-through on impression actions
• Content correlation: Which panes trigger the most valuable impressions

Optimization Insights

Data-driven improvements:

• A/B testing: Compare different impression content and placement
• Timing optimization: Find optimal moments for impression display
• Content effectiveness: Identify most compelling messaging
• Navigation analysis: Track where impressions lead visitors

Best Practices

Content Strategy

Impression content guidelines:

• Keep it relevant: Impressions should relate to viewed content
• Clear value exchange: Explain why visitors should click
• Compelling calls-to-action: Use action-oriented button text
• Contextual messaging: Adapt content to visitor journey stage

Timing and Frequency

Strategic implementation:

• Strategic pane attachment: Connect to high-value content sections
• Avoid overwhelm: Don’t activate too many impressions simultaneously
• Test engagement patterns: Monitor analytics to optimize impression performance
• Respect visitor intent: Allow easy dismissal and non-participation

Technical Considerations

Performance optimization:

• Lightweight implementation: Minimal impact on page load times
• Efficient tracking: Streamlined analytics integration
• Responsive design: Consistent experience across devices
• Accessibility: Screen reader and keyboard navigation support

Integration with Belief System

Belief-Aware Impressions

Impressions can integrate with the belief system for enhanced targeting:

• Belief-triggered impressions: Different impressions for different visitor personas
• Progressive messaging: Build on previously captured beliefs
• Contextual relevance: Show impressions based on declared preferences

Analytics Enhancement

Belief-enhanced tracking:

• Visitor segmentation: Analyze impression performance by belief categories
• Personalization effectiveness: Compare generic vs targeted impressions
• Journey optimization: Understand how beliefs affect impression engagement

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Impressions provide a powerful way to create contextual, non-disruptive calls-to-action that respond intelligently to visitor behavior and content engagement patterns while respecting user agency and choice.