What are audiences?

With audiences, you can group website visitors based on their similarities. You could also think of audiences as your user personas.

The website Blogger which caters to anyone who wants to start a blog is a good example. Here, it makes sense to define audiences based on blog topic - tech bloggers, food bloggers, people blogging about parenting, etc. 


Why should I use audiences?

The basic premise of personalization is that page visitors have differing needs and expectations. So, delivering one site experience to everyone, leaves you with a website that doesn't truly resonate with anyone.
To tackle this problem, Unless lets you create different site experiences for different audiences.

Here's how Blogger changes the homepage based on audience: 


How do I set up an audience?

An audience is a group of visitors who have something in common. Those common points are referred to as conditions. In total, Unless lets you choose from 25+ targeting conditions.


Which targeting conditions can I choose from?

Here's an overview of all available options. For each category (6 in total) we created a separate guide. These guides detail possible use cases (so you know what could be useful for your business) and show you how to set up your audiences based on the chosen use case. 

1. LOCATION

Increase relevance and trust by showing your visitors localized content. You can localize based on country, state, city, or even a single IP address.

Examples: 

  • Localized social proof: Dynamically change brand testimonials based on a visitor's location. This way potential customers will know your company is active in their country. 
  • Localized incentives: Adding statements such as "Free delivery in {{City}}" takes 5 seconds. Yet it has proven to increase conversion by 20-30%. 

2. ADS & EMAILS

Facebook, AdWords, even your emails service and CRM - while setting up your marketing campaigns you have a lot of data at your disposal. Normally, you'd use this data to create targeted ads and emails. With URL parameters and Unless, you can take it one step further and create a hyper-targeted website experience. 

Examples: 

  • Ad-specific landing pages: Conversion rate peaks when your landing page perfectly mirrors the ad. With Unless, you can automate the process. Create one landing page and dynamically inject the ad copy into the headline - guaranteed to maximize relevance. 
  • Gender, job, age, interests - with Facebook ads you can tap into an infinite pool of data. Your ad targets 20-somethings interested in climbing? Set up a "young climbers" audience for that. Once someone clicks on the ad, they'll become part of the audience. Next, you'll be able to personalize the entire website for this group - including later web session.  
  • Industry-specific website experience: Most of us store user data in an email service (e.g. Mailchimp) to create personalized emails. Re-use this data to personalize your website. Your email service holds information about your leads' industry? Create industry-specific audiences and tailor your website copy to them. 


3. BEHAVIOR

Buttons clicked, pages viewed, PDFs downloaded - through website activities (behavioral data) visitors tell you what they want and where they are in your conversion funnel. Do you greet every visitor with the same message? Are you showing opt-ins to subscribers? Context and behavior matter - use it to increase relevance.

Examples:

  • Dynamic CTAs based on funnel-stage: Desired actions change along the conversion funnel. First-time visitors need to be educated, leads need to become customers, customers need to be retained,... Yet most websites say the same to everyone. Show CTAs that match where someone is in your funnel and people will move through the conversion funnel much quicker. 
  • Customized conversion paths: Set up different conversion goals based on lead quality, life cycle stage, traffic source, and more.

4. TIME

Does your conversion rate change over the week/day? Do you want to prepare a different website experience for special occasions (e.g. Black Friday)? Take a closer look at time-based personalization, especially if you run a B2C business. 

Examples:

  • Dynamic incentives: Fast delivery influences 89% of all purchasing decision. You offer next-day delivery for orders placed before 6pm? Let your visitors know by dynamically changing the headline based on time.  
  • Time-sensitive CTAs: You display a phone number on your website but your team is not available 24/7? Hide the number during weekends and after office hours, and display a contact form instead. This way visitors can leave their contact information and you can call them back when you're at the office. This prevents frustration and increases leads by 20-30%.

5. DEVICE

Is your visitors' behavior influenced by device or browser? Do you want to change the CTAs on mobile view? These and more use cases can be covered with device-based personalization. This personalization technique can be particularly useful if you have a web or mobile app. 

Examples:

  • Device-specific lead generation: Mobile visitors are generally less patient than desktop visitors, especially when it comes to filling out forms. To account for that, display a short signup form on mobile. On desktop, you can add additional questions for better lead qualification. 
  • CTAs that serve your Business Intelligence team: Your app is not yet available for Windows? Swap out your regular CTA for a "join waitlist" button if a visitor uses a Windows device. This way you can gather information and assess interest in your product before even building it.  

6. WEATHER

Does your conversion rate change with weather? Do you sell more of a certain product when the temperature goes up? Event, travel, catering, and fashion businesses can typically benefit from weather-dependent personalizations.

Examples:

  • Weather-specific promotions: Events, travel, catering - these business are strongly influenced by customers' last-minute decisions. Add weather-tags to your products and dynamically populate your homepage. Do you run an event promotion platform? Push festivals on sunny days and indoor events on rainy ones. You can expect a conversion increase of 8-12% from this. 
  • Increase impulse buying: In fashion, impulse buying accounts for 40% of all purchasing decisions. Needless to say, weather-based discounts can strongly influence this number. Is it rainy in the UK? Show a 20% discount on your rain jackets for British customers. Most likely you'll not just see more raincoat sales but an overall increase in purchase value. 

What is audience membership?

Having a personalized landing page is a great start but what happens once the visitor leaves this page? With audience membership you can extend your targeted messaging beyond the landing page and to the entire website. And, if these visitors come back later, they'll still see the audience-specific website. This is also called funnel personalization

Example: 

Let's say you offer a service targeted at freelancers and SMEs. You run an ad aimed at freelancers that links to your "freelancer landing page".

  • Without audience membership, visitors who clicked on your ad will only see a personalized landing page (= initial touchpoint).
  • With audience membership, visitors will become members of your "freelancer" audience. This allows you to personalize the entire website. If they later return to your website, a cookie recognizes them as members of your "freelancer" audience. 
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