Agencies: more relevance with personalization

In this webinar, Rogier gives us tips on how to impress existing customers and get new ones with an agency use-case, Complexant.

Welcome everyone to today's webinar. Let's go over the agenda real quick. Today we will dive into personas, where I'll show you how to create a variation, and we're going to show you how you connect your ads, CRM, and other platform data on to your website.

Let's get started!

Humans now have a shorter attention span than a goldfish. This was research that was published a little while back but it's crazy. Online our attention span has dropped to eight seconds. This is a crazy number! But every day we are bombarded with anywhere between a thousand to four thousand ads so if you think about it, it really is only natural that our attention span is going down.

Now, at the same time, the average website only has a conversion rate of 1-2% and that's a problem for us as marketers. That means that 98% of visitors don't stay on your page and instead go to the next. And the problem is, is that the web is actually kind of difficult to understand. There's so much content and the content of most web sites simply isn't relevant to me as an end visitor and that's really where Unless comes in.

Unless is this secret, the secret that makes your website understandable, relevant and likely to convert. We're a secret that is invisible to your visitors. But, in real time, we make their lives easier by making it simpler for them to make a decision. And of course that also comes back to your business where that can have a positive impact on your bottom line.

How does that work?

So first and foremost what you want to do is to understand who's coming to your website, so you can segment your audience and create different personas. With Unless you're able to segment and create personas of the actual people who visit and not just have a generic customer and a one-size-fits-all page. Unless enables you to create a message that is tailored to your specific visitor so that you can say the right things, at the right time, to the right person. And you can use language that motivates them individually instead of the language that's there for everyone. Finally, you can also use information that you already have on your visitor. When they land on your website, you collect and gather lots of information from ads, from emails, from all kinds of platforms. You generally store this information and have it accessible but you don't always use it. We have something called dynamic content that enables you to insert information from your ads, from your email platform or basically from any platform directly onto the website.

Get results

And our customers have seen massive improvements simply by analyzing their analytics account and optimizing landing pages. Peecho, for example, saw conversion rates go up by 34% and it's not just that.

We can see this across the entire industry. Boston Consulting Group has done a lot of research and what they see is that businesses that integrate advanced digital technologies and proprietary data for customers are seeing revenue increase by as much as 10%. So it has amazing impact on the bottom line of any business and it could have an amazing impact on your business. So, personalization. How do you do it well?

Let’s dive in with a demo

What we see is that there's a lot of different agencies that sign up to Unless. So for today's webinar we look at an agency, Complexant, that focuses on growth. When we land on this page, let me just show you how we can start to personalize it. So, here we have Complexant. I can just copy the URL, we can go in here and I can add the website. Let’s just click on create. Alright, so before we even started the webinar, I already created a couple of different audiences and to do that it's very simple.

Location based personalization

We click on create new variation, in this case I created local visitors. And what I realized is, you know Complexant, it's an agency but quite often agencies are particularly successful when they're local. So when you can find them nearby and Complexant is based, according to their website, in Amsterdam. So right now it says “Acquire new customers through digital marketing”, but if I land on this page I don't even know that they're in Amsterdam, right? But, if I'm not from Amsterdam, then it's not really an added benefit. So what if we show local visitors a different variation of the page? So I'm gonna do that.

First, we created an audience. And I can set a trigger to show this particular personalization on a certain situation. So what I did, I went to location, and you see we have a bunch of different options here. And then, I select the city, where you can again select a number of different options and then I decided to go for Amsterdam and then I click on save audience. And what I'm going to do is, I'm just going to click on edit page and what happens now is that the Complexant website is loaded into our editor.

You can see here on the bottom right, this thing turns around and then it's successfully loaded into the page. So what I want to do for this personalization is, I want to show well, I like the headline “acquire new customers through digital marketing”. But we can say “In Amsterdam? Let's grab a coffee”. You know, what if they're in a slightly different city? Or what if you want to do this across a number of different cities? We can also make it very easy to insert the actual data of the place name and you can do that by simply typing this. I'm sure I do this properly, there you go! So we have explanations on what types of things you can insert, we have a really extensive knowledge base but let's just click here. Let's go to publish. Our draft published and now I'm going to open page. Let's see… I’m in Amsterdam, so there you go and that's just one way that we can personalize. Right, so this is location-based personalization.

Use Mailchimp (or another mail platform, MailShake etc.) to impress existing customers

Now, these are personalizations for agencies and the agency often has existing customers, right? And you want to create an actual relationship with them but sometimes you know… Let's think, for example, we can create a personalization where we show someone who is already a customer a variation specific to them. So we go here and then there's another variation. And what I can do in here is, I can for example say when they come to this website via any kind of email and we've defined their name in the URL, then we will show them a different variation. And I'll show you how to do that.

So let me just go in here and I've created a mailing list. Please don't judge me on the styling, this is the simplest style I could find in MailChimp. And what we can do is, we can go here on to this button. And then in MailChimp, if you go in here, we can set merge tags. So, for example, you can set first-name and what we can also do in MailChimp or in any number of other email platforms, someone asks for MailShake, you can do the same on MailShake. If you have the data in your address list, then you can just insert it into the URL. And what we're gonna do here is, I am going to, let me just come back to this and a little bit because I don't know if I have the correct URL yet. So we can go in here, we can go to save audience, and then we have the existing customer variation.

I'm just going to click on edit page again, and once again it loads into our editor, and what I want to do now is, I want to address them personally. So I'm just gonna say “Welcome back" and now you're gonna see how easy it is to do dynamic keyword insertion. It's a little plus right here, and I'm just gonna type in name. So this doesn't make sense anymore. Let's invite them for another coffee and I'm just gonna click on publish. Okay, so now we have existing customer. I can click on open page and we're gonna take this URL so this can be, right now it’s the URL but when you have the code implemented on your website, you can use the URL of your own websites and I'm just gonna put that right here.

And now what I want to do is, I want to personalize the rest of the URL. So I'm just gonna do that here, now we have name and then fname. Just gotta click on save and close. Now you could then send out this email and in every email it will insert the first name. I tried setting this up before today's webinar but MailChimp wasn't making it very easy for me to do. So what we can do now is I can go on here and I'm just gonna manually replace it for now and there you go! “Welcome back Rogier. Time for a coffee?” So now every time someone comes in from an email campaign, you can automatically show them this particular landing page and that really makes your customer appreciate it. And of course if you're an agency, they also expect you to be a bit more innovative so these are the little things that can really surprise and impress your existing customers and also your potential customers.

Grab the attention of new - potential - customers

So these are just two different personalizations but you know what we can also do… Obviously you want to get new customers as well, it’s not just about existing customers, so what I also looked at was another landing page. So he has a couple of different offerings, right. And what we could do is, go over to digital advertising. Now,s let me just put it this way, this is a separate landing page so we have the pay-per-click URL and if we put that into Unless then here we have another page overview. And now I can create a variation. Now obviously, by now there should be quite a few coffees already coming in and maybe he wants to market specifically to coffee places, so that they come to him, that he can work in return for free coffees.

So what we can do is, we can create a coffee landing page. So if he wants advertise to coffee places and help them improve their ad PPC spend. So what we can do here is we can just create a coffee variation and we can then say ok we're gonna go into parameters, now we're just gonna set keyword. So if we have keyword coffee in there then it will show this page. Awesome, alright. I'm gonna have to log in, refresh, should login automatically, then there we go, awesome! So let's look at this. Right now, there's a couple of business people. The headline “Get more out of your advertising spend" doesn't really appeal to me as a coffee place owner. Then, what I can do is, I can go sell more coffee with less advertising spend. It’s simple, right.

How to add custom CSS to change the background

Okay, but now we just changed the headline but we still have these people on the background. Now, to change the background within Unless, you're gonna need to do a little bit of CSS. And to do that, you can click here on open panel and then we have some options: meta title, custom Js, and custom CSS. If you're not familiar with CSS, its cascading style sheets, it’s how you make websites look different. And before the webinar, I prepared the code to be able to change the background and I also picked up a picture and in this case, there you go!

When to use custom Javascript and cookies

So you can do that in here, but you can also change the meta title and if you want to get really advanced, you can use custom JavaScript. So you could, for example, drop a cookie. We’ve all heard of cookies, they go great with coffee. Sorry, easy pun… But you can also use cookies to say, okay this is someone coming from a coffee ad and then you can use that cookie to target them again when they land back on the page. But in this case, we're just gonna focus on custom CSS. I'll click here on publish and there you go! And now we've created a specific ad for this type of vertical and you can do this really quickly across a lot of different ads. And maybe people don't use coffee but they use different keywords and you can just quickly create the different landing pages for different keywords.

If you want to use Unless in combination with your AdWords, we have a pretty extensive guide in the knowledge base for that as well. I'll just click on this here, we have for example for email providers. But we also have the expert guide, how can I send keywords from AdWords to my page. Really cool features, I would definitely recommend checking out our knowledge base. A lot of content, a lot of useful information on how to get the most out of personalization. But let's go back to this.

So we just created a couple of different personalizations; we created a personalization for a location, we created a personalization for data that we have in your CRM, we created a personalization for, for example, that you can use for your ads, or other types of campaigns, and as you see, let me check, that took me like 10 minutes to set up three different personalizations.

But we can do a lot of other things as well. You could for example say we want to target mobile devices only, or we want to target people when they have certain type of weather, so if it's raining outside or sunny. Or what you can also do is you can say okay, if in Google Analytics we see that they come from a specific page, you can show them content on the website that makes them more likely to convert. And as I mentioned earlier, if you drop a cookie where you identify your visitor to have a certain attribute, you can also use that across your entire website to target those specific visitors and again this is all explained in more detail in the knowledge base. So, just did that in a few minutes and I hope that you guys are all very impressed. Now you can connect this to anything. You can, for example, also insert weather, location data into the page once it loads, just like I did with the Amsterdam tag. But you can use the keywords, you can use data from your CRM, and you can also use data from your browser. There's lots of lots of information that we have available.


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For anyone who wants to become a reseller or an affiliate we have a very attractive program available to you. You can go and sign up at It’s very easy to get started and you get your unique link you can share with other people and get them to also start using unless. It's also perfect if you're an agency. If you're an agency then also feel free to reach out. We even have special agreements that we can make with individual agencies.

Alright well thank you so much for attending, it's been a lot of fun!