B2C subscription: personalize based on interest

In this webinar, Rogier shows us how to get started with Unless and personalization and then moves onto a great use case, OneFit.

Welcome everybody! Before I start, quick agenda. We’re going to cover a few different things. Today is the Getting Started with Unless webinar. We'll talk about identifying personas and audiences for your websites, we'll show you how to create variations with content that will get your visitors to convert, and we're gonna talk about connecting ads, CRM, or any kind of other data by inserting dynamic content on to your website.

Let's get started!

Humans now have a shorter attention span than a goldfish. It’s crazy but this is something that people researched. What they found out is that online our attention span has dropped to eight seconds. And that is kind of a crazy number! But if you think about it, every day we are bombarded with anywhere between a thousand to four thousand ads so it’s only natural that our attention span is going down.

Now, at the same time, the average website only has a conversion rate of around 1-2% and that's a problem for all of us. That means that 98% of visitors don't stay on your page, and instead go somewhere else. They’ll probably look at cat videos… Who wouldn’t? But the problem is, the web is incredibly difficult to understand. The content of most web sites simply isn't relevant to the people viewing it. And that’s really where Unless comes in.

Unless is a secret to making your website understandable for anyone. Its really simple. The principle according to which we work is quite straightforward. When you have someone land on a website and for example you're looking at a display ad, they're gonna convert at 0.001% or somewhere on those lines. Or, if you decide to show something that is generic, kind of interesting, people are going to convert at maybe like 1%. But if you show exactly that which is relevant to your visitors and that's relevant to that specific niche, suddenly conversion rates jump up to 10%. And, if you pull this all the way up, and you look at, for example, companies like Netflix and Facebook and everything that they show is personalized and it's relevant to me as an individual and suddenly they have conversion rates that are in the 90s! 90% and up! And it’s crazy, but that's really the power of personalization. What we're trying to do is to get you to increase your conversion rates and to make sure that your visitors are more likely to engage now.

How does that work?

First and foremost you want to be able to understand who's coming to your website, you want to be able to segment your audience and create different personas. And once you’ve done that you want to tailor your message to that audience. So you want to say the right thing, at the right time, to the right person and you can do that with a lot of different things. But what’s even more powerful is to insert the information that you already have, to insert dynamic content into your page from your ads, your email, your CRM, anything that you might have. And that’s really what we enable you to do.

Get results

Now, of course it’s nice that we can talk about this. But we have some pretty cool customers as well, for example, peecho.com. They optimized their different landing pages according to each audience and their conversion rates went up by 34%. And if you look across the entire industry, then Boston Consulting Group, which is a pretty reputable firm, did a lot of research into best practices vs. these companies that aren’t doing this. And what they see is that, companies that integrate digital technologies and the proprietary data of their customers can see revenue increases by 6-10% across the entire business. That's a huge number if you think about it. This is just the ability to communicate with their customers in a more personalized and better way. So, how do we do this?

Let’s dive in with a demo

For today’s demo I'm gonna be using OneFit. Really cool company and we've been speaking with them for a little while. They’re very enthusiastic about personalization as well and what we are going to do is, we're going to set up a couple of different personalizations onto their website. So for those of you who don’t know what this company does is, OneFit enables you to buy a single pass that you can use across a lot of different gyms. Genius formula if you ask me. I like flexibility, I'm not always just about pumping iron, sometimes I like to just do something else and OneFit enables you to do this. So what they do is, they have a couple of different cities and they offer things like pilates, hot yoga, swimming, boxing, just regular gyms, bootcamps etc. And what I'm gonna do is I'm gonna create some personalization for this page.

So to do that, we go into the Unless dashboard and I've already loaded up the page in here. What we see here is, we have two different types of personalization. First, we have the all traffic personalization which means that any organic visitor, so anybody who visits the website, will be exposed to this personalization once it's put live. And then we have campaigns, and you can create a new campaign right here. A campaign is used for a one-off marketing campaign, so think for example Facebook campaign or something that's periodic and that can be used once and then you know, it doesn't have to affect the rest of your traffic. But in this case we’re gonna personalize according to all traffic.

Personalize based on location

And before today's webinar, I decided to create a couple of them already. I thought let's get creative, right? And what I am going to show you today, well let's do something very simple. So OneFit, they have a couple of different cities, so you can go here: Amsterdam, The Hague, Utrech and Rotterdam. So these are four major cities here in the Netherlands. But when I go to this website, and right now I'm in Amsterdam, it doesn't tell me that it’s relevant to Amsterdam. So what if we simply personalize according to the location, and we show Amsterdam in the first headline? Now, to do that, I've already created an audience. And I'm just gonna click here and you can see I set location, city, equals Amsterdam.

I can do that for any number of different variables. So I can do a zip code, or a country, or anything like that but in this case Amsterdam is the one that we're trying to target. And I could also say, okay well, let's also add Utrecht, another city in the Netherlands. I'll just click on save audience, and now what I'm gonna do is, I am going to reset this real quick and I'm gonna edit the page. Awesome. Okay, so we're loading this into the editor and now you can see this headline: Join the club and work out at hundreds of gyms and studios in your city. Which city? Alright, let's insert geo.city. This is a shortcode that you can use to insert data that we have from Unless. And if you go to the knowledge base, there's a long list of all of the different variables that you can insert. So what I'm gonna do now, I'm just going to click on publish. And then you see draft published, and now I'm going to click on open page. And now I see, I'm in Amsterdam, and there we go: “Join the club and work out at hundreds of gyms and studios in Amsterdam”.

So now it’s dynamically inserted my location into the website and what you see is, if you do this so there are lots of different case studies around this, but by improving the local relevance of your landing page, you're able to really have a significant impact in conversion rates. As long as it's actually relevant to your visitor, you're gonna be able to increase the engagement of whoever lands on your page because it's just simply more relevant.

Personalize for Adwords, based on interest (e.g. yoga)

But that's only one type of personalization, I created a couple of them. And what we can also do, let's think for example, so you can also create for Adwords. So, if you have a keyword that you’re targeting, what you can do is, you can go into audience right here and then we set a parameter. So in this case I am running a UTM campaign equals yoga so in Facebook, for example, I've created an ad. So, here you see my interest yoga and now I can create an ad, I can go through the rest of the flow. I'm not going to do this, we're not giving a Facebook webinar today, but you can create an ad that's targeting only people that are interested in yoga and then when they land on the page, normally they would see this landing page which to be honest doesn't really scream yoga to me. This seems like a regular gym and that's a challenge for a business that has so many different types of offerings. So what are we gonna do about it?

Change a background image

Okay, let's go back and go into all traffic. And I'm just gonna click on edit page. And before today's webinar I prepared this already. So we simply change the background to someone who is performing yoga and how I did that is pretty simple. So maybe I went too fast here, the bottom right you have the Unless panel and if I open that there are a couple of different options. So we have the ability to change the meta title, we can insert custom JavaScript, but in this case we can insert custom CSS. So all I did was, I changed the background header of this page to be more relevant to yoga. We could also say “and enjoy yoga” at hundreds of studios here in City. There you go! I just click on publish and now whenever someone lands on this website from a yoga campaign, they're going to be shown this landing page instead.

Leverage Dynamic Content Insertion for your ad campaigns

And you can do this across any number of pages and you could even, if you want to be a little bit more creative, and you say okay well you know there's yoga but there's also hot yoga and there’s hatha yoga. And there are maybe like 30 different types of yoga but I'm not gonna make a different landing page for every one of them. So what if I simply insert the keyword onto the page? To do that, you have something called dynamic keyword insertion which is really really cool. And if you think about it, this enables you to create hyper-personalized different landing pages. So in this case, I'm just gonna put keyword, and I’m gonna put yoga as the fall back. So join the club and enjoy keyword at hundreds of studios in your city. And now if I publish this, and I think I'm going to have to see if because all the way at the bottom and I think in the location one overrides it. I'm just gotta click on open page, and we're gonna put equals hot yoga. That’s not working. See, it's all live guys. None of this is pre-recorded, doing this on the spot. There you go and okay well that was setting up a variation for yoga.

So this is another type of personalization that you can do. But what's really interesting about this is, now I've got hot yoga and now I can also insert in geo.city and now I can click on publish. And if you start looking at this, so looking at all of the different variations that come into existence now, this can easily go up into hundreds of different possibilities. And normally you wouldn't have the resources to make a website that's this hyper personalized but with Unless you can do this.

Leverage Dynamic Content Insertion for your email campaigns

Another type of personalization that you can do is, for example if you have an email campaign. So what we can do is, and you know I've signed up, I'm not necessarily customer yet. I signed up for their newsletter but they do know my first name by now, so what can they do? They can essentially create a personalized page where they address me by my first name. I mean how much more relevant than that can I really get? So what I can then do is, I can go here to edit page and I've already pre-inserted it. And what we do here is, we insert first name and then as an alternative we have “hey”. So you can do that here, enter dynamic placeholder, fname, and then the fallback is hey. I'm gonna click on publish and I'm gonna show you what it looks like. So I've loaded this email and this is just an email from Yvonne and if I click on that link, there you go! Now you see, if I click from this URL, into here then it'll show me my first name as soon as I visit this website and you can do this really easily from within any CRM. I set this up from MailChimp in this case but you can use any kind of source.

So these are dynamic keyword insertions, really dynamic content insertions. Really cool stuff, really powerful and if you are running like ads or you're running email campaigns, this is stuff that you really need to be using for your business because it's so simple to get set up and what we see is performance goes up by let's say 30-50% with just this simple practice. Because people, they read quickly and they're read just a little bit of text and when you say the right word on the page, they’re simply more likely to stay.

Personalize for mobile (e.g. Android users)

But what we're gonna do next is a little bit different. So in this case OneFit, clever as they are, because you know people are not going to be on a website all day. So they've also created an Android app and an iPhone app but when you land on this page from a mobile experience, there's still the regular flow. But for many companies, the goal might be to to increase the number of Android downloads. So what we can also do is, we can simply target everyone who is visiting this page on an Android device. But we can do Android or we can do iOS or any number of operating systems and then I click on save audience. Then what you can do is, create a landing page that looks like this. So instead of the regular “try it now” button, we show a link to the Android app on Google Play. Now looking at this on an Android device, suddenly makes it far more likely that I will I click on this link and go to download the app and then actually become a long-term customer. So that’s another type of variation that we’ve just created.

Personalize based on time

And let's see, what else can we do? Okay, so we have the homepage and so “join the club and work out at hundreds of gyms and studios in your city” but maybe, here's a hypothesis and this is the kind of stuff that you want to also investigate. Dig into your Google Analytics account and see: How many people sign up during the day and how many people sign up during the evening? And maybe, the people that sign up during the day want to go to the gym directly, straight away later that night.

So what you could do, once you find something like that from your analytics account, you could create a variation right here. Let's say, okay what we're gonna do is we're going to target everyone who visits this website in the evening and we're going to show them a slightly different copy. So let’s have a look: “Join the club and start your workout tomorrow at hundreds of gyms or studios in your city”. So now anytime someone visits this website in the evening, they will be shown a slightly different copy, which if you've done the analysis in your analytics beforehand, and you have a hypothesis this is going to increase performance, we'll probably have positive impact on performance over the website. And then I'll just click on publish and voila, there we go!

Quick explanation of weather and behaviour based personalization

So I just created a couple of different variations. I'm not going to go into many more but I will show you the different variables that you can use. So we went through location, time, device. We didn’t cover weather yet. It's freezing cold here in Amsterdam today. I mean I’m talking freezing, freezing cold and so for example we could do something like if the weather is below 30 degrees Fahrenheit, then we might want to show them something else.

Then you have behaviour which has a couple of really interesting ones such as page referrer, returning visitor and cookie. A page referrer is something that's super useful. I actually got a question about this earlier today and so the page referrer you can say, ok well if they come from a particular partner website and then land on this website, then we're going to show them something different, something that's more contextually relevant to those visitors. Alternatively you can also target a cookie, and cookies are also really powerful And in the case of OneFit, whenever you create an account they put a bunch of information about you in their cookies already and you can use this information on the website as well, by targeting specific cookies. So that's it when it comes to audience targeting. So I hope that you guys really enjoyed that part because this is really so powerful. This little thing can create so many different variations, in such a short time span and you can really become hyper, hyper-personalized on your website.

Use a control group and analyze your variations

But obviously sometimes you want to test and see okay what is the actual performance. Because you know, we’re promising a lot. But to do that, you can decide to put a control group into play. By default, we don't have the control group on but you could say 20% of visitors will be shown the original variation when they land on the page. You’ll then be able to analyze this under the analyze tab. In this case, we don't have a lot of visitors on the website ye. This is all me so far, but you can then compare the performance across the different variations here. So you can look at the bounce rate, you can look at the average time on page, and then you can compare between the different variations.

Now that's one way of actually analyzing this but, if you have Google Analytics installed in your website, we also send information about the variations which your visitors saw, to Google Analytics so you can even do it in there. You can compare the different variations against the baseline to see okay, what is the actual performance of this campaign.

Install, connect and insert data from anywhere

That's really the majority of it. If you have a Wordpress website, it’s super easy to get it up and running. If you don’t, simply use the plain script on the website. It only takes a couple of minutes to get started.

I just showed you a couple of different ways to go about this. You have some things like the browser data, so we know which browser is visiting. We know which device is visiting, we know the location or time. You can connect and insert data from all these different sources but you can even use your CRM so you can connect your HubSpot data, MailChimp, ActiveCampaign or for example your ads from AdWords, from LinkedIn, from Facebook. All of this information can be inserted onto the website into Unless and if you do all of that across all of your different campaigns you're going to see massive improvements.


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.

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 http://refer.unless.com/ 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!