What is personalization?
Personalization is about showing the right content, at the right time, to the right customer.
Understanding your audience and meeting your visitors’ needs is a crucial factor of the conversion process. However, each visitor’s intent and expectations are different. This is where personalization comes into play. By creating audience segments and setting up different versions of the same page, your message becomes more relevant to each visitor.
What are the benefits of personalization?
- Higher conversion rate → Visitors who quickly find the information that are relevant to them are more likely to convert.
- Positive impact on customer satisfaction → Since your visitors feel like they’ve come to the right place, they are also more likely to turn into happy customers.
- Improved Return-on-Investment for paid advertising → Mirroring the phrasing of your campaign or ad on the landing page leads to higher ad relevance and lower Cost-per-Click.
- Increase in earned media traffic → Users who find your content relevant are more likely to share it via social media.
How can I apply personalization using Unless?
Instead of sending everyone to a one-size-fits-all website, you use Unless to direct each visitor to a personalized website. In the background, you set up audiences to define what personalizations a user will see.
Instead of showing the same content to everyone. You show a personalized variation to each visitor.
Main features of Unless:
With audiences, you can group visitors who are likely to have the same needs and wants. To give you an example, French visitors might have different needs than visitors from Spain. By creating one variation per audience, you can speak to each group individually. In total, you can choose between 25+ targeting conditions to set up your audiences.
Once set up, you can connect one audience to multiple variations (e.g. homepage, pricing page, features page,...). This way you can personalize the entire user journey, including later web sessions.
By creating page variations, you can replace a static page with different versions of it, all stored under the same URL. Using the editor and Dynamic Content Insertion you can give each page variation a personal touch.
Unless is deeply integrated into Google Analytics - saving you long hours and money, harmonizing data across tools.
Example of Personalization:
Let's say you're the marketer of SmartBusiness, a fictional Analytics software. You run dozens of AdWords ads, all pointing to the same landing page. Using Unless, it takes you a few minutes to create one variation of said landing page for each ad.
Unless is like a Swiss Army Knife for conversion rate optimization. If you're still not sure whether Unless fulfills your needs, take a look at this article that explains what you can and can not do with it.