Watch this video or read through our step-by-step setup guide to learn about core features of Unless. In this guide we'll teach you about audiences, variations, and how to set up your first personalization.


To get started, go to and log in to your account. Next, you'll be automatically redirected to the dashboard. 

1. Dashboard & Page Overview

The dashboard contains a list of all the pages you have personalized so far. When you log in for the first time, it will be empty.

To keep it hands-on and to give you a better idea of "why" personalization can be so powerful, we will use the website of our customer "Peecho" as a real-life example throughout this setup guide. To get started, let's add the Peecho homepage.

In personalization, you have to think of two aspects: First, for whom do we want to personalize? And second, what do we want to change about the page? 

To make this less abstract, let me give you some background information about Peecho: It's is a print-on-demand service. They run AdWords campaigns that are connected to audience-specific landing pages. However, the audiences are defined in a rather broad way. With Unless, we can make them more specific and extend the personalization to other pages of the website. 

In this setup guide, we will personalize the Peecho website for the audience "Photographer".

For this, we need to navigate to the Audiences tab.

2. Audiences & Audience Membership

An audience, or better yet, an audience segment, is a group of visitors who have something in common. Those common points are referred to as conditions. In total, you can choose from over 25 targeting conditions and you can combine multiple conditions into one trigger. To learn more, check out the support article about audiences

In case of Peecho, our first audience will be "Photographers". Peecho uses their landing pages in combination with AdWords which means we can use the campaign's UTM parameters to define our audience. 

Lastly, we have to decide on the membership. The membership tells Unless for how long you want visitors to remain part of an audience. If you click “yes” Unless will drop a browser cookie and identify a visitor as a member of this audience until the cookie expires. In this case, we'll set the membership to 30 days and hit "save audience".

If you choose “no”, Unless will set no cookie. 

Now that we have defined our first audience, we need to tell Unless how we want our website to behave when someone matches the “Photographer” audience. For this, we need to switch back to “Web Pages”. 


3. Web Pages 

Let’s now define how Peecho's landing page will respond when a member of the audience "Photographer" clicks on it. 

For this, we have to click on the “Add web page” button, paste our page’s full URL and click on create. 

You’ll land on an overview page. Here, you have two options: You can either personalize for “all traffic” that comes to your website or for a specific marketing campaigns. 

In our case, we want to personalize for All AdWords Traffic

Now, the basic premise of personalization is that your visitors have different needs and expectations. So, Unless lets you create page variations, each targeted at a different audience group.
In our case, we’ll create a variation for the “Photographer” audience. 

4. Editor 

Now, it’s time to edit our page variation. The page will open in a new browser window and at first, it will look exactly like the original page. Through the inline editor we can start changing it

For this demo, we keep it simple - we change the headline and swap out an image. 

You also have advanced editing features. To access them, click on the Unless icon. Here, you can add some custom Javascript and CSS. This feature is used for changes that can’t be done through the inline editor - such as replacing the background image. 

When you're finished editing the page, hit the ‘publish’ icon, and switch back to the dashboard.


5. Connect Audience to Variation 

Lastly, you have to connect an audience to your variation. From here, you also have the option to create new audiences. The audiences define for whom a variation will be triggered. 

6. Fallback

We now created a landing page variation for visitors who reach Peecho through a paid ad or were referred by 500px, everyone else will see the first, automatically generated variation.  

It is target at “everyone else”. This means, if a visitor doesn’t fit into any audience segment you created, they’ll see the “Default” variation. That’s also why you can’t change the audience of this variation.  

7. Distribute

To put your variations live, switch to the Distribute tab. If you have already installed the script, just check the box. If we haven't, follow the installation instructions. Finally, toggle the switch to go live. 

8. Analytics

The analytics tab helps you keep track of your KPIs but you can also use Google Analytics for this. You’ll find more information in the analytics guide.

Okay that’s it - everything there is to know about creating your first personalization. 

For more guides on the different features Unless has to offer, browse our Knowledge Base.

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