B2B SaaS: more relevance with personalization

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

Today's webinar is about getting started with Unless. So this webinar is to help you get started, to get the basics, and really explain how you can use Unless for your personalization needs. So the structure is as follows: first we'll just high-level explain what personalization is, then we'll cover how Unless helps you personalize as a business, we’ll do a live tool walkthrough with three hypotheses and different use cases and this week, we'll be covering a B2B SaaS solution. Great, so let's get started!

Let's get started!

So, as a marketer, we have a massive problem. Humans now have an attention span that is shorter than that of a goldfish. And online our attention span has dropped to eight seconds. That's a crazy number! But every day we are bombarded with anywhere between a 1000-4000 ads, so it's only natural their attention span is going down.

Now at the same time, the average website has a conversion rate of around 1-2% and that's a problem for you as a marketer. That means that 90% of your visitors don't see your page and instead go to another and the thing is, the average website is incredibly difficult to understand. The content of most web sites simply isn't relevant and that’s where Unless comes in.

Unless is your secret, that makes your website understandable, relevant and likely to convert. A secret, that is invisible to your visitors but still makes their lives easier in real time. With Unless, you're able to do all kinds of things but the theory behind this is that, what we try to help you do is, we try to get you along the curve of relevance. So when you land on a page, the average website is pretty much irrelevant, so people don't engage with irrelevant content. But when you show someone exactly that which they're looking for, you're going to move up the curve and gradually become more relevant and this has a recurring effect. So when someone lands on the page, they engage with it and then they go to the next page and then they go to the next page, it's a really powerful principle.

How does that work?

So first and foremost, we help you understand who is coming to your website. We help you segment your audience and create different personas. Then we enable you to tailor your message to your audience to say the right thing, to the right person, at the right time. And on top of that, you're able to use the information you already have on your visitor. You probably already collect and gather lots of information from ads from emails and other platforms and with Unless you can use that information directly onto your personalized pages.

Get results

And what we've seen is that, our customers are able to make massive improvements on their conversion rates and their general performance. So, for example, Peecho.com saw their conversion rate for some channels go up by as much as 34%, which obviously for an online company has a massive impact. And it's not just that. Across the entire industry, Boston Consulting Group states the companies that use personalization in their digital initiatives have seen revenue increases of as much as 10%.

What can you do with Unless?

So how do we do this? So what we do every week is we walk you guys through the different steps. So first what we're gonna do is, we're gonna show you that you can create pages within Unless. And a page can be either set to preview mode or live mode. And a preview mode is just hosted on Unless and live mode, it'll be directly live on your website. And then for a page, we can determine audiences and audiences are just a way for us to determine, okay this visitor has these attributes, so we want to bucket them into this personalized experience. And an audience also has a time membership, so you can say we now will remember which audience this visitor belongs to and then we will continue to show them their personalization over time. Then, connected to audiences, you can create different variation designs within Unless. So you can change elements on your page within our visual editor and you can also insert text which you can do through content insertions. And if you add all of these things up, then just from one initial page, you can create hundreds of different pages, personalized to each individual visitor, at a very scalable way.

Let’s dive in with a demo

This week we're looking at Metrilo, which is an e-commerce analytics CRM and personalized email marketing platform. Let's open up that page, great. So, this is the Metrilo homepage and when I land on this homepage, they have a bunch of different pages. They have e-commerce analytics, email marketing, and e-commerce CRM. So these are the three different products that they offer, but what we might actually want to do is, we might want to send people to a specific product.

So after having talked to the team, I understood that they send traffic directly to their e-commerce analytics landing page. So let's go into that page. If you go to that page, you’ll see a pretty generic landing page. It’s “Actionable ecommerce analytics powered by data straight from your customers”. Now this is a one-size-fits-all, it's a very typical one-size-fits-all web page. But let's think about it. If you are, for example, a coffee place owner, or if you sell supplements online, or if you do something else, then this is very generic and it doesn't necessarily click with you as an individual. So what we're gonna do is, create our first hypothesis.

Personalize according to vertical

So my hypothesis in this scenario is that if we show more relevant and personalized content according to vertical on this page, then people are more likely to engage. So to test that hypothesis what we can do is, we can simply take the URL and then we go into the Unless dashboard and to do that I can simply click on add webpage, add the URL. I've already done that beforehand and you'll then be taken into the page overview and under the page overview we have two options. So we have all traffic and we have campaigns now all traffic is what organically lands onto your website and campaigns is specifically time bound campaigns, that you can run separate from all of your other traffic. So for this case, we're gonna use the all traffic.

So this is the page detail, and under page details we have a couple of tabs. So, we have personalize, distribute, and analyze. And so we’re under all traffic and under there I can click on distribute and here you'll see the instructions on how to get Unless to work on your website. You can click here on read-how and there's a WordPress plugin if you have WordPress or for Shopify or Magento we have tutorials or if you have any other websites, you can install Unless using one line of code. If you need help, you can invite a developer. Simply add their email address and they'll be invited to Unless. So once you've done that you can click here, install the script. And as I showed you earlier on, as a page you can set it either to disabled or to live and now I can flick it here. But in this case my specific account script is not actually installed on Metrilo’s websites. So in this case, this wouldn't do anything. So I'll just set it back to disabled, which is better for the webinar for today.

Alright, let's go back into the personalize tab, which is where we want to be, to show you how to personalize something. I've already created a new variation but to show you how you can do it, you click here on new variation and then you give it a title. So in this case, I created one for health. But, for example, you could also create a variation for coffee.

Create an audience

And once you've created a variation, you'll see that there's an audiences drop down right next to it. Now, under my health variation, I've already added the health campaign. And, you can select any number of different audiences but to create an audience, I'll show you what that looks like. And an audience, remember, that's how we determine which type of visitor this is. So in this case, we know the Metrilo is running some ad campaigns and these ad campaigns are targeted towards certain verticals. And in this case, what they could do is, they could simply send the data, on which vertical they're targeting along with their ad URL. So to target that specifically, we can create a health campaign audience and we set it to a membership. And right now it’s set to one days but I would imagine that if someone lands on this page, they'll be part of this audience for much longer. So I’m just gonna set it to 60 days.

And then, you'll see under here, what triggers this audience. So a trigger is a technical attribute for your visitor. So we have a whole list of different ways of setting up triggers that help you put someone into an audience and here's a list. So you'll see we have location, time, device, weather, and then behaviour and parameters. So behavior also has a few sub-elements such as page referrer. So let’s say someone comes from Instagram or you know which website they're coming from. Returning visitor or cookie. Now in this case, we're targeting a parameter and a query string parameter and if you're not familiar with the term, query string parameter is just a part of the URL. So if you see a URL and there is a question mark and then some text and then the equal sign that's a query string parameter. In this case we're just gonna say if it contains health, then we’ll activate this audience. I'm just gonna click on save audience and it'll take me back to the page details.

So, that's the first step. And as you can see we can add multiple audiences to one variation and we can create as many variations as we want. So up next, I can start designing this particular variation and to do that, I click on design and it will load this website into our proxy and you'll see here, this is still the Unless.com URL, but we've made a copy of the website, a perfect copy on our domain.

This enables us to make modifications to the page from within the editor that we have. And when I click on something, you'll see this contextual menu pop-up and I can make text bold, I can change the size, I can change the alignment, I can give it a different colour. I can do all sorts of different things. But in this case, what we wanted to do is, we wanted to create a page that was more relevant to a specific vertical, right? And what I want to do is, I want to change the call to action, the header at the top of the page, and I want to personalize it for people that are selling health products, so health and beauty products.

Add Dynamic Content

So what we can do is, we can change this into “Actionable analytics for” and what we can do now is, we can already use a dynamic content insertion. So you see, the pop-up right here and then you'll see the little plus and that's called dynamic keyword insertion. I click on it, now they'll give me a few more options. Enter dynamic placeholder which is the the query parameter. Remember what that was? That's the thing in the URL that we'll be using for this and I'm gonna call it “health” and as a fallback, if there's nothing in the URL, I wanted to show something sensible as well. So what we're gonna do is we're going to add the fallback and call it “health and beauty” and all I need to do now is, click on insert and it’ll automatically format my keyword insertion for me. Right now it says “actionable analytics for health”. I think it might be relevant to add “ecommerce” within the header but this is already one step.

Change background image with CSS

So we just added this to the headline but the background is still a little bit generic in my opinion. So what I want to do next is, I want to add a background image to this particular variation. To do that, you can use something called CSS and to do that you can click here on the bottom right of the editor and open panel. You'll see a bunch of different options. You have the ability to change the meta title of the page which is simply the title of the page. You can add custom JavaScript or you can add custom CSS which is what I’m going to do for this particular variation.

I will simply add a piece of code that I prepared before today's demo. What this piece of code does is, it takes an image from Unsplash and then it replaces that right here. I'll just click on publish and you'll suddenly see that the background image has changed and this just matches with the rest of the content perfectly. Alright, great. So we just created our first variation inside of Unless which, let me just look at the time, took about four minutes including all of my explanation. So I’ll just click on publish and you'll see, it's now publishing my drafts.

So it’s not yet live on the website. Remember that we still need to click on distribute and go live, but we can already test it. So I can go into open preview and what I'm going to do now is add the query parameter. So remember, query parameter is how we can get the data from, for example, an AdWords campaign. And now what I'm going to do is add health supplements. There you go! So now you see “actionable analytics for health supplements ecommerce" and what we can do now is inside of our AdWords or ad campaign is, we can add a different keyword for each and individual type of customer within the health and beauty category.

Analyze your variations with a control group

So going back into the dashboard, we have just covered the first two tabs. But we also want to cover the control group. So we have by default that a 100% of visitors are showing your variation but you might want to see, okay it's great that we’re doing this but what impact is this having on my performance. So to do that, you can simply set up a control group and you can just slide it right here and it'll save automatically. And what this does is, it randomly buckets a percentage of your visitors into a control group so you can compare the performance across the different variations.

Now, the best way to do this is, usually from within your own Google Analytics account. And what we do by default is, we send information about which variation visitors saw, to your Google Analytics account as an event. And then inside of Google Analytics you can compare the different variations. But what you can also do right now is, compare under the analyse tab and you can simply compare for example bounce rate or average time on page. In this case, we haven't had any visitors on this page yet because it’s only on our own proxy page. So that was my first hypothesis that I created for the webinar and I think it'll definitely have a pretty decent impact if you look at the difference between this and this. It'll resonate much better with your average health supplements type customer.

Get your interested visitors (e.g. viewed pricing page) onto a demo

But we can do a lot of other things within Unless as well. So for example, something that we see is the pricing page and their pricing page by default has simple pricing that fits a 1000+ ecommerce entrepreneurs around the world. And what they can do here is ,they can either start with large, medium, small. But each of these has a 119$ per month for example as a starting price. I can imagine someone wants to see a bit more and they might actually want to talk to a real human being before making that commitment. So something that we sometimes see that works well is, that when a visitor has been to the pricing page and then they come back to the page later on, a good way to capture them as a customer is to offer them the ability to get on a demo. So we can do that pretty easily as well within Unless and I'll show you exactly how we do that.

So we go back here into the dashboard. I'll click on pricing and we'll go to all traffic and what we can do now is we create a variation called returning. And actually that's not the best name for this, so because what I want to do is I want to get someone to get on a demo, so I'll call the the variation “demo”. And what I'm going to do next is, I’ll give it an audience called returning. And you'll see here, very simple. So this audience is returning behaviour, returning visitor equals true. And I haven't given it a membership because by default a returning visitor doesn’t necessarily need a membership attached to it because it's not attached to time. And equally, for example, with a time audience you might also not want to add a membership. But for a lot of other things, membership is relevant.

Add a CTA button using the code view

So to continue, we'll simply click on design right here and it will load this page into our editor. What we're gonna do now is, again maybe a little bit more of an advanced type of personalization but I want to show you guys, you know we want to stretch the limits, right? So, what we'll do is, we'll add a button and we’ll add a “book a demo” button. Now you can do that by going to code view and under code view you can see that it shows the original text and I can add any type of custom code right here. I prepared this before and this is just simply a button I copied from elsewhere on the page and what can do now is, I can simply click on publish and what happens now is that whenever someone lands on the pricing page and they’re on the website for the second time they'll be offered the ability to book a demo straight away. And this has the potential to get more people to convert further down the funnel. Now this can be a strategic decision to either do this or not but this is something that we’ve seen from best practice.

Personalize based on referrer

But again, you want to check performance and you want to see: Is this working for our visitors? So up next, what we can also do is, we can go into the home page now Metrilo has some different sources of their traffic. So they also work with partners for example and one of their partners is CloudWays. So CloudWays, let me see well, so they have a pretty deeply integrated partnership with CloudWays and on this website there's a link to Metrilo. So CloudWays is a hosting provider but you can see here, they've communicated this with their customers and what you would expect is that when someone clicks on this, that it also becomes relevant to those types of visitors. But right now, it's just a generic homepage. So this is possibly a missed opportunity.

What we could do is, I mean let's face it. When you have referral traffic landing on your website, that is often times the most valuable traffic that you can get. So just simply showing them the default page is maybe a wasted opportunity. What you could do instead is, you could show them something that is relevant to that specific visitor. And in this case, we're just going to keep it pretty high level but we're going to show you how you can target visitors coming from specific referrers. Here we have the home page, we can go back into Unless dashboard and you'll see the slash which means this is the homepage of Metrilo.com. I can click on it and there you go! We have the all traffic and campaign's page. And now we have a couple of variations again.

So in this case, I created a variation called “partner referred” and I gave it an audience called “CloudWays referred” specifically. And you can see, when I click on this that there are two separate ways that we target people coming from CloudWays. So any person coming from CloudWays.com as a referrer, so if someone is on that website and clicks on a link and lands on the Metrilo page, then they will be bucketed into this particular audience. Or if they have a query string parameter set, which in this case is ref=7b78 and as you can see that's also in their URL, then they will also be bucketed into this particular audience. And this way, we can control the homepage depending on where someone is coming from.

And I can just click on design and you'll see, it loads it into the editor. What I’m gonna do now is, I'm just gonna say “Preferred CloudWays Partners” and it's a bit big alright, that's maybe a bit too much, so let's put it down a little bit. I think yeah we can make that bold. Clearly, this is very subtle but it can definitely help when someone lands on the page and it's just reinforced. But you could also say okay if we know that CloudWays customers are a certain type of customer, then they're also more likely to engage with content that's relevant to them. So in this case, we could assume that CloudWays customers are looking for a hosted solution. So you can highlight, in this case, “instant fully hosted ecommerce analytics” and this way you can highlight specific aspects for those visitors that make it more relevant.

Now you can do anything on this page. So you can change text right here, you can change images, you can do all kinds of things. And I would say you know if you want to start personalizing just start off with the simple things. Look at the top headline, for example. There's a lot to be won from there. Yeah I think this is really part of the exciting stuff. You know the ability to personalize it depending on whatever you know about your visitor. Now you can do that with any number of different attributes. Remember, so we have location, time, device, weather, behavior and parameters. But if you have something else that you'd like to use to activate an audience, do let us know and we'll look into it to see how we can enable you to do that as well.

Wrap up

What can you do with Unless? Just one simple slide. We have browser data which is for example which device are they using or which browser or which you know you can target for example Android devices or iPhones or any type of different device. Weather, location or time… But you can also use data from your own CRM and any CRM that you're using as long as you can push that data along into a URL when someone clicks on it, we can use it in Unless and for example from your ad campaigns for Adwords, LinkedIn, Facebook or anything else that you're using so that was it for the demonstration where we covered 3 different hypotheses. Thank you for attending the webinar!

If you have any questions, reach out to us on info@unless.com or use the in-app chat. I’d also like to invite everyone to join our Facebook group.