B2C travel: hyper-targeted landing pages

In this webinar, Rogier explains the basics of personalization and then applies the Unless magic to a great use case, Spaceship Rentals.

For today’s webinar, the agenda is pretty simple. We're going to show you what web personalization can mean for your business and how to create a personalization with Unless.

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 do this pretty easily by creating different audiences. After you've done this, you want to tailor your message to your audience. You want to be able to say the right thing, 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. 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 6-10% and that's just using simple tools such as Unless.

Let’s dive in with a demo

One of the people that signed up today is from Spaceship Rentals and first and foremost, I love the title Spaceship Rentals and I always wanted to rent a spaceship.

This is their website right now and what I see when I land on this page is that it’s really good. But I'm a visitor and you know I'm we're based here in Amsterdam right now the weather really isn't that great and you know it could be more relevant to me as a visitor from Amsterdam. So what I'm thinking that we can do for example and we can go into Unless and I've already loaded up this space and this is the Unless dashboard. So here we have all traffic and we have campaigns, these are two different types of personalization approaches. All traffic is for organic traffic that lands on your website from any kind of source and campaigns are one-off pages that you use for a specific campaign and they also have a unique URL that you can share on social media or inside of advertising campaigns with a unique identifier. For this particular personalization we’re gonna just use the all traffic.

How to personalize for weather

I’ve already created a couple of them already and we're gonna go into the beach lovers variation. So for me as a visitor from Amsterdam where the weather right now really isn't that great I would actually maybe want to see a slightly different variation. And what I've done here is, I've created an audience. So we have two different parts of an audience; we have an advertisement campaign that has a UTM parameter called Beach and then next to that we're doing something really cool which is weather targeting. So if it’s raining today then we're gonna show a particular variation and right now, given that it's Amsterdam, it's also pretty cloudy so let's put that in there as well. I'll just put rainy or cloudy and then we're gonna save the audience. Okay, now to show you how easy it is to do that, I’ll just quickly reset it and we'll start from scratch. We've loaded it into the Unless visual editor and what we can do here is, we can change any text on the page. So we can, for example, change this into Enjoy the Sun in New Zealand with your own spaceship. Alright, let's keep the spaceship in there.

How to add custom CSS to change the background

Now that's one thing that we can do. But what we could also do, and this is a question that one of you sent out to me before we started the webinar, we can also change the background and this takes a little bit more skill. You can do that with the panel right here. So I can go and we have a couple of options; you can change the meta title, you can insert custom JavaScript, or and this is what we're gonna do now, you can insert custom CSS to change the background. You’re gonna need to do exactly that, oh I’ve already prepared some code in a different screen and I'm just gonna click on publish. There you go! So now for people who are currently in a place where it's rainy or it’s cloudy or they’re coming from an ad campaign that's called beach, they're gonna see this website. So imagine if you compare this to the original website, this is way better if you think about the context. People are just going to be more likely to convert and engage with a website that's telling them what they want to see.

How to personalize for location

So that’s just one type of campaign but we can also target people who are not currently in Australia or New Zealand. Right now, this is the default website but there are different types of customers. There are people that are coming to this website that are currently in Australia and New Zealand but you also have people that might be showing up from outside of Australia and New Zealand and they have a completely different intention. They're probably trying to figure out “Ok, what am I gonna do once I get there?”. So what if we target their specific path in the buyer journey? We're gonna create a variation for them specifically. So I've already created the target audience in here, I’ll just click on save audience. And lets go to edit page! Awesome, so it's loaded into the visual editor again and I'm just gonna make this super simple. Let me get a little creative so well, book a spaceship before you fly. I mean it's a little cheesy, I'll give you that, but it just fits a lot better with people that are visiting this website when they're not yet in Australia or New Zealand. And given that they are an Island, we're pretty sure that they're gonna end up flying over there. So I can just click here on publish but I can also for example change the text here. Now let's click on update. You can change anything on the page really easily. We can go down here, we have a pretty versatile editor, I can change the font size make this smaller, change into bold, I can change the colors… I can do pretty much anything in here so it's a really powerful editor for this website already. So that's the second personalization that we've created.

How to personalize for mobile device (e.g. Android)

Now, the third one. Something that I noticed when I went on their website is, if you go down, they have a free travel and camping app and it's got really really good reviews. People are super enthusiastic about this app but when you actually land on the page, that's not necessarily the first thing that you’re going to see and it also kind of makes sense. You don't want to overwhelm straight away but it’s cool to have people install the app and people that have the app installed are also more likely to become a customer further down the line. So, what if we only show a call to action for downloading the app to people that are using an Android device? There we go! We create an audience in here and what we can do is, we go into device, operating system, and then we can select Android. As you can see, you can select any kind of device but you can also select the browser, or whether it’s mobile or desktop, or what the view size is. So, we're gonna target the specific visitors coming from Android and now when they land on this page, it’s just gonna say underneath here, we’re going to put our Android application URL in there which I already got and I'll open it in a new tab and there you go!

So now any time someone visits this website from an Android phone, they’re gonna see this specific variation. And that can have a pretty big impact on your visitors. If they know that there’s an application for them to download, they're more likely to do that and they're more likely to become engaged customers. Just click on publish and there you go! So let me check the time, we started 15 minutes ago and we’ve already got three personalizations! Admittedly, I came prepared so I'll give you that but it's super easy to do. All you need to do is think of how your visitors are landing on your page, understand what motivates them, where are they in their buying cycle and then simply change the copy and then just let it run, let it do its thing and make sure that your visitors are enjoying the customer journey just a little bit more and having a better performance.

How to pull data from a CRM and use the data you already have with Dynamic Content Insertion

Alright, now the fourth one that I'm going to show you is a little more techy. Someone reached out to me before the webinar as well and they asked me, okay so I have this email list from people and you know we have a lot of data in there and we've never been able to get that on the website. So how am I going to do that? We have this really cool thing called dynamic keyword insertion and to do that is pretty simple. So I have a demo account for MailChimp, I'm just gonna show you how we can do that.

Let's go in here, I’ll click on this thing and what we can do is inside MailChimp, you must be familiar with merge tags. A merge tag basically pulls the data from the CRM or whatever database you have and it will enable you to personalize the content in your mailing list. What you can also do is, with exactly that same content, so in this case first name, you can put that in different links. So what we're gonna do is, we're gonna put that in the link right here. And in this case we're gonna create a personalization first. I'm going to insert the name and to make sure that it's only shown when the name is there, I'm gonna create an audience as well. So we set the parameters, and we set the query string parameter, and we set it to name, and I'll just click on save audience, and I'll I reset it to make sure you see how we do this. And now I'm gonna edit the page.

Okay, so here we have keyword insertion. It went a little bit too fast, you click on here, you have the same contextual menu and then there's this plus button right here. It says dynamic keyword insertion and what we're gonna do is, we're just gonna type in name because that's what we just called our dynamic keyword and that’s also what the query parameter is going to be. Alternatively, we can just say “Hey there”. Alright, I'll just click on insert and there you go! Actually, no no, I think I'm gonna make it nicer: “Welcome back” because we already know that they're coming from an email campaign. See, customer journey. And what I'm gonna do is, I'm just gonna click on publish and there you go! And I'll go back in here, we’ll click on open page and now you see the the actual page as it is. And I’m just gonna go in here, name=Rogier and there you go: “Rogier get an instant quote”. So this is now an instantly personalized page.

What we can do is, we can take this part, go into MailChimp and we just put that here and click on insert. Now any time that someone clicks on a link, on this particular link, they're going to be taken to the page and it's gonna be personalized just like this. It's that simple, it's that beautiful, and it's really powerful for your visitors because people love hearing their own name and when you show them content that is more relevant, they are going to be more likely to engage. So this is just for different personalizations. There are I don't even know how many more possibilities and it would be great to get all of you to try to figure out what is relevant for your visitors.

How to install Unless?

If you need any help, you can always reach out to us, ask some questions. We're more than happy to get you up and running and give you some ideas. Now, I've shown you how to create it but each of these is still hosted on the Unless.com domain so to actually get it implemented we're gonna have to do a little extra step. It’s super easy in most cases. We go to the distribute tab, “Install Unless on your website”, we have a little manual right here. If you have WordPress, we have a plug-in. All you need to do is copy and paste this into the plug-in and it’s installed and then once it's installed, click here and we set it live. That's all you need to do, a couple of steps and you are good to go.

Analyze your bounce rates and the impact of your personalizations Up next is the analysis of the results. So you create a variation, you create a personalization and you kind of want to see, okay what is this doing to my performance? So for that we have the analysis tab and here you can compare. Right now there's no data because I just created this personalization but you can see the different variations already in there. Your foreign visitors, dynamic keyword, beach lovers, mobile and a control group. So the control group is people who don’t see anything to make sure that you know you can compare people who see something versus people who don’t. And in here you can compare for example, bounce rate, average time on page and this is really powerful to see what are we doing and how are we improving our performance.

Connect and insert data from anywhere

Okay, great. Now I showed you dynamic content insertions. We used MailChimp but you can use anything. So you can, for example, use browser data. So whatever is available in the browser, there's all kinds of little bits and pieces of information that you can just insert directly on the page. Or, for example, you can insert the current weather on the page as well or you can insert the location. So if I'm visiting from Amsterdam, then we can show “Welcome there from Amsterdam” and then just put that text directly on the page. Or any data that you have in your CRM, you can either create different variations for each of them or you can decide to insert the content directly on your website. And something that is really powerful is to pull the data from your ads and put it onto your website. Also again with dynamic content insertions, you can for example, pull keywords from Google. So if you have a keyword insertion you can do that, and also put that information in the URL and show that specific keyword on the page and that's a very simple personalization to set up. Well we have a support article for it that explains all of that process in detail but it has a very big impact on the performance of your ad campaigns. You can do this for LinkedIn or for Facebook or whatever other advertising platform you're using.


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.

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