B2C service: more conversions with localization

In this webinar, Rogier gives a brief introduction to personalization in general and then moves onto our selected use case, BeGlammed.

Today's webinar is about getting started with Unless. This is our onboarding webinar to get you all familiarized with some of the features that we offer.

And let's start off by having a couple of notes about how this webinar works. Ask questions in the question tab to the right and we look at the most upvoted questions. A recording will be sent after we’ve finished and we'd like to invite everyone to join our Facebook group. Remember the webinar lasts for about 30 minutes. Today's webinar might be a little bit shorter, we'll see. And let’s start off directly into the contents.

So today's humans now have a shorter attention span than your average goldfish and I say this a lot but it’s really core to the online experience nowadays. When someone lands on your page they have such a limited time frame to make a decision about whether or not to engage with your brand and this is really what personalization comes down to. You need to be able to capture your visitors attention.

So a goldfish has an attention span of 12 seconds. Your average website visitor has an attention span of 8 seconds. That's a ridiculously low number but it’s just the way that things are nowadays. So what you need to do is, you need to understand that the web is simply difficult for your average visitor to comprehend. There's so much content, there's content, there are ads, there are articles, there are things popping up, everything is begging for our attention.

And we have very limited cognitive ability to process each of those individual data points and that's really the key. When someone lands on your page you have an opportunity, a unique opportunity, to engage with your visitor and this is really what Unless helps you do. Unless is the secret to making your website understandable to anyone. How do we do this?

Well first and foremost we help you understand who’s coming to your website. So segments. Create segments and create personas, understand who is this person landing on my website.

Second tailor your message to your audience. Create unique experiences for each of your segments and really easily scale this up along the way. And do this on top of your existing experience. Don't make another page and another experience. Do this with what you already have.

And then third, use the information you already have on your visitor. You already know a lot about your visitors. You might not even be aware that you know a lot about your visitors but you do and use this info. Use it to enrich their experience and make it more relevant.

So, some of our customers have seen conversion rates go up by as much as 34% and that really has a massive impact on the bottom line. And how this works is by capturing your visitors instead of just trying to get them to go through the flow that you've created for them once.

And what we see across brands is that when brands create personalized experiences, they see revenue increases by as much as 6-10% and this is done by Boston Consulting Group.

So, what we would like to do today is, we would like to go into location personalizations. There are many different types of personalizations. You can personalize according to where they're coming from, you can personalize according to what you know about their visitors. But one of the cool ones is location personalizations and within Unless we have geolocation built in so we're able to determine where your visitor comes from.

Why do businesses do location-based personalizations? Well, there are two main reasons that we see for customers and first is they want to increase relevance and reduce mental friction. So when someone lands on your page and you know where they are, where they physically are located, you can use this information to show them stuff that is more relevant. You can then make it easier for them to engage with your brand. So, if I'm here in Amsterdam and I'm looking for a certain product knowing that they sell this in Amsterdam, is going to make it far more likely for me to actually purchase this.

Now the other reason that our customers like to do location-based personalizations is to avoid bad experiences for customers that you’re not serving. And it sounds kind of stupid but it's super simple. Simply offer an alternative. When they can’t buy from you on your website what are they gonna do? You've already gotten them you've they've already gone to your website, they've looked it up, they've managed to land on your page and now what, oh you don't offer anything to them! Well, you can still offer them an alternative path and I'll show you how that works on a demo website in a little bit.

But how do you determine where to personalize? Well, typically we would recommend for you to go into Google Analytics or whatever analytics tool you're using and just create that drop-down list of all the different countries where your visitors are coming from. And then realize that each of those countries and each of those types of visitors probably have different expectations when they land on your page. And that using that data as a starting point can be really powerful already.

Now, how does it work under the hood? Right, like geolocation is cool but it’s important that you understand what that is as well. So, geolocation is working according to an IP address and an IP address is something that allows us to deduce where your visitor is located. So, we have a database of all of the different IP addresses around the world and then according to this IP address we're able to make a pretty accurate guess of where the visitor is located when they land on your website. And we do this real time on the fly, as they land on the page and there's no flickering as some other providers of personalization do have. It's just instantaneously they see the personalized version for their location.

Now what do we know about the visitor when they land on the page? There are a couple of variables. First, we know which country, then the region code, then the city and of course the currency. So these are different attributes that we know about your visitor according to their IP address.

And how does that tie back into Unless? Well, you can create an audience. And inside of this audience, you can then define the location of a visitor. So, you could say these visitors are from New York or these visitors are from the East Coast or they're from Europe. So you can really target those types of visitors accordingly. And then what you do is, you connect this audience to one or more personalizations and this personalization then has content that is unique to that specific location.

So let's show you how that works with one example website. So here we have www.beglammed.com and BeGlammed is a pretty cool service. What they do is they let top-rated hair stylists and makeup artists come directly to your house. And how that works, you can go onto the website, select the city, a date, a time and then book an appointment.

So what we see here is, they have a bunch of cities. They have a drop-down right here. They serve quite a few cities in the US, couple of cities in Canada but outside of those locations they don’t serve anything. But when we scroll down the page, we don't even know where exactly they're serving yet, right?

And when we go down here we see a couple of testimonials and these testimonials are mostly West Coast. So Los Angeles, California, San Diego, Miami, Florida but if I'm from New York I might want to see a different type of testimonial. So let's create a different experience for visitors that are coming from New York.

And to do that what we can do is, we can go into the Unless dashboard and click on personalize. And in here we have the New York personalization and what I'm gonna do is, I'm going to add an audience. I’m going to set this audience to New York visitors. I'll add a condition and you’ll see the drop down of all of our different parameters. I can choose a location, region code, trade region and what I’m going to do is I'm going to do the entire state of New York through the region code. Now I'll just click on save audience. So now we've created a personalization and an associated audience.

What I want to do next is I want to create a personalized variation for them. So I simply click on design and we can start making modifications to the page. You can see “look your best” and then a tagline underneath. And what I can do is I can change this text and say “top rated hairstylist and makeup artist come directly to your house in New York” and click on publish. So tiny little tweak but already pretty good.

But what we can do as well is we can change the testimonials under here. So for example Erica who's in San Diego California we can change her location to New York, NY. And for Ash, we can say okay well maybe not directly in New York but we can say Boston, MA and Florida is already on the East Coast as well so we can use that, just leave it as is And all I need to do next is click on publish. So now we've created a different variation of the page for visitors coming from New York.

These are subtle changes but they can really help people make a decision when they land on the page. And you can see it took me approximately one and a half minutes to get this set up. But you can do this for all different types of locations. You can just create a new personalization here and then create an additional audience.

Now, what we can also do is we can create a personalization for unserved visitors. And what we can do here is we can create another audience and we'll call it unserved and in this case what we'll do is, we'll simply target people who are not from the United States. Or, important to remember that with locations, you always have to choose or because they can’t be from two locations at the same time. So here you see United States OR Canada, if they're not from either of those two countries, then they belong to the unserved audience. I just click on save audience and now we're gonna create another personalization for these visitors.

So what would I like for my visitors to do when they land on the page and they're not from either the US or Canada? Well, they can't book an appointment. They can call but they won’t be able to do much. But maybe, eventually, we might want to open up offices or services in different countries as well. But all of those people that are landing on the page right now, we’re losing those forever. So what if instead of just letting them go onto another website, we allow them to engage with the brand by leaving their email address and getting tips about makeup and hair styling?

So, really simple we can do that by using one of the forms that they’ve had on the page already. And what we could do in here is we can simply replace this and add a form code. So all I did was copy this form and now I'm going to insert that in here. Now you can see, we have an email subscription box right on the page and I can click on publish. And now whenever someone lands on this website from outside of the US or Canada, they'll be shown a different action. And this can be really powerful for your business to be able to make decisions on where to go from here. You can track, okay, how are people performing when they're not from the US or Canada and are they interested in our brand outside of our territory as well? So I just created two very simple straightforward personalizations but already really, really powerful.

So, that was just a really quick demo for today but clearly there are many other ways for you to personalize. I use a location but you can also personalize according to weather or time or you can personalize according to the data that you have on your visitor in the browser. So you can for example use the referred data so which website are they coming from or you can use cookie information or whether they're new or returning visitor

Or, of course you, could use information you have about your visitor inside of your CRM. And this can be anything whatever you've stored about them. When they click on a link in an email campaign, you can use that information using UTM parameters or just generally query parameters. So the query parameters are the pieces of information that you send along, in the URL ,when you send out an email.

Or and this is really powerful and one of the most common use cases for our customers, is the ability to personalize your ads. So ad platforms have a lot of information about visitors and what better way to personalize then to use this information when they land on the page? And you can do this, as well, by creating different URLs for each of your different types of ads, then creating a different experience across each of those and doing this can have massive impact on your conversion rates, your bounce rates and also have a positive impact on the amount that you actually spend on your ads by improving your quality score.

So if you'd like to learn more about the different types of personalizations that you can create I would really recommend going to unless.com/en/help which is our Help Center. On our Help Center, let me just open it up right here. We have examples of the different types of audiences you can create. So for a location, we have ideas for parameters also known as the URL personalizations, for behavior which is information we pull from the browser a lot, time, device or even weather.

Just go on the Help Center and start exploring the different options and if you'd like to have a bit more of a hands-on getting started we have a step-by-step guide on how to create your first personalization, how to set up audiences and more, so I would really recommend diving in here.

I really appreciate all of you for attending. We're always happy to have people attend these webinars but of course I can imagine that you have some questions. If you do have any questions to reach out to info@unless.com or use the in-app chat.

If you want to become a reseller or an affiliate go to refer.unless.com and we'll give you your own unique URL that you can share across social media or in your email campaigns. Thank you so much for attending and have a really good day!

Frequently asked questions

Personalizing for location is very simple. You can either define a location-based audience and personalize en entire page or insert dynamic content using location variables.