B2B: dynamically change content based on referrer

In this webinar, Rogier introduces us to Full Funnel Audience Personalization and explains everything so you can get started immediately!

Let's get started!

Welcome everybody! So today’s webinar is going to be about full-funnel audience personalization. Before I get started there are a couple of points that we'll be addressing during this webinar and the most important one is that we're going to explain of course the principles behind audience personalization. But next to that we’ll also explain how you could apply this to your specific funnel and we'll show you a real-life example that we're running with one of our test customers.

Principles behind audience personalization

What we're doing today is, we are helping you create audiences that stick. So normally a personalization would be a one-off experience but what we're doing instead is, we're trying to create a segment that you can reuse and make sure that when someone lands on your website, they get the same experience. So how does that work? Every customer speaks their own language, right? We know this, we’re well aware of this, but what we do is, we enable you to tailor your message across the entire customer journey which is really exciting stuff! But how does this work? So, what is an audience? Originally, what we used to do is, we used to have 25+ conditions and we still have those. You can combine all of those conditions and turn them into some kind of a magic that would allow you to target specific types of visitors and then those would be applied to specific variations and inside of that variation we would have content insertions. So, what's changed? What we are doing now is, we are in fact launching persistent audiences. What does that mean, a persistent audience?

Persistent audiences

First and foremost, what we're doing is, we’re providing you with the ability to add a time frame to an audience. So we call this memberships. And you can define how long a particular visitor is going to be part of a particular audience. And then, previously one type of conditions would be applicable to one type of variation. But what we're now allowing you to do is, to use that across multiple variations and then those also roll into their own content insertions. Pretty exciting stuff! And this will allow you to really leverage your existing audiences in the best possible way.

Full-funnel audience personalization demo with Peecho

So let's get straight to it and continue to actually show you what this looks like in one of our demos. Okay, so this is the demo site that we're going to be using today. So, Peecho is one of our customers and they're a print on demand service. And Peecho has audience specific landing pages under solutions, right here. But most people won't click through to those. So they're good, but a lot of people won't be engaging with this page because the first thing they see might not be the most relevant thing to them.

So, you can see from the header “the effortless premium print-on-demand service”. Powerful, but it could be more relevant. So one thing that we did before we started today's webinar is, we went through their analytics account and we looked at the different referrers. And what we saw is that there's a bunch of partners sending traffic to the Peecho page and they all land on the same homepage. Now, this is actually an opportunity for you to start personalizing. This is what we’re going to show you, how you do that within Unless.

So here's an example page. Issuu is one of the biggest digital publishing websites out there. So what they enable people to do, when you create a magazine, you can put it on Issuu and then people can read the magazine in virtual flip experience. And what they’ve also done is, they've partnered with Peecho to be able to print those specific magazines in actual real-life print which is a really cool add-on. Now, this is the help article that is on Issuu’s website and there's a bunch of links in there pointing to Peecho. And whenever someone clicks on this link, they'll be sent to this existing home page.

Create an audience

Now, it’s good but it could be better. For example, the product that you see right there is a wall decoration and I don't think people are going to print their magazine as a wall decoration. So we can already improve there pretty quickly. And we're gonna do that by creating an audience. Let's go into the Unless dashboard. Alright, here we go to the home page, into the all traffic, and there we go. So this should be a pretty familiar page to you by now. But there's something that's changed.

So we've added audiences. And here you can see the add audience drop down, and we have a little list already. But if you go here, then there's an entire list of all of the different audiences. And some of you may have some additional audiences in there right now because when we change the audiences, every one of your variations already had an audience assigned to it, which means that sometimes there might be duplicates in your accounts. But what you can do is, you can simply go to delete and just remove all the irrelevant ones and then you can go back in here and the ones that will be left over are in the drop-down and you can just really easily edit them. So click, and there you go. Just added an audience to this particular variation.

Set up a membership

Now, inside of this audience, there are some options and let's start from the top. Right, well the name is obviously pretty straightforward but it's also slightly different because now you can name them to the people that they actually are. So, partner referred, that's a pretty good way to identify a particular audience. And underneath that we have membership. So by default each audience has no membership. That means when they land on the page for the first time and then they go to another page, we’ll forget that they were part of this audience. Now that's very useful in some cases, but in other cases it's not so much.

So it’s useful if you're for example targeting a specific time or if you’re targeting specific location for your visitors. But at the same time, you could also say, maybe you want to target someone who visited your website during a certain time frame during a certain campaign you're running and then add them to a membership as well. Lots of different opportunities and you can play around with that and get creative as you want, by simply setting a membership. In this case, I’m going to add a membership of 1 day but you can make this 365 days or 10,000 days, it doesn't really matter. It really comes down to: “Ok, how long do you think it takes before a visitor is actually going to convert on your website?” and then set the duration approximately according to the same timeframe.

So in this case, I'm just gonna use one day for the demo. And underneath that, we have the original trigger drop-down. So you see, it's just like it was when you were targeting for specific variations and you can set a trigger according to, for example, behaviour and then page referrer and then whenever someone comes from help.issuu.com, they will be part of this audience. So we can just simply go to save audience, and now we've created an audience for the home page, whenever someone comes from Issuu.com. So, good start.

Change text and images

And now, let’s go into design. So we're just gonna load up this particular page. So, this is the home page which is a great base to start off with. So we have the headline, let's think what else could we do… We can replace that and say “Print your digital publications on demand with Peecho”. Alright, already a little bit more relevant because everyone who’s coming from Issuu is looking to print their digital publications. Now, we can also do something with the picture. So I can replace that, let's see this right here already, there you go! “Print your digital publications on demand with Peecho”. Awesome! Works perfect, so I’m just going to click on publish and alright. So now we've done this for the home page.

Personalize across pages (funnel personalization)

But I'd also like to personalize another page, to show you how you do this across the funnel. So, we can go to the next page and go to “Sell prints without a webshop” and in here I'm going to do exactly the same. So I'm going to add the audience, partner referred, to this particular variation and then I'm gonna click on design. You'll see, it loads into the editor. Great, so now we're on the next page and when they land here, they already have a little bit more of an idea of what they really want. But the web shop is not necessarily the most relevant trigger for them. So let's change that into "Hassle-free on-demand printing for publishers”. Alright, because I imagine that the reason why you partner with a company like Peecho is because you want it to be fully managed and you don't want to worry about it. And again we have some wall art here, let's replace that as well. Let's choose a different picture just to make it nice and convincing. Okay, perfect, and I'm gonna click on publish. Great! So, now let's put it to the test! I’m going to simply click on this page. There you go! I see that the home page has been personalized for people coming from Issuu. And up next I want to show you what happens if we go through it to the next landing page. So now you see, that across multiple pages, we've been able to personalize the pages, which is awesome! This is super cool stuff.

Personalize using ad data and put that into an audience

Alright, so I guess it's time for another demo, to show you the other possibilities of using audiences. And for this particular use case, I've opened up another page where I can show you how to personalize using, for example, ad data? And how to put that into an audience? So Peecho, for example, is publishing or advertising on Google Adwords and they're targeting, for example, photographers very specifically. So when someone clicks on this URL, they're taken to the home page and currently this is still relevant with the previous personalization we created because my cookie has been set which is the expected behavior. What we want to do is, we want to override the audience for this specific visitor to become a photographer audience. And to do that, we can go back in here and we go back to the home page and there's already another variation for photographers.

Now what I'm gonna do is, I'm gonna create an audience specifically for photographers and I’m gonna set a membership. So in this case, I assume that a photographer on average will need maybe 60 days to convert into a customer. So we're gonna make this persistent for 60 days. I'm gonna add a condition and in this case we're gonna say, okay let's target UTM campaign equals photographers. Let me just double check, yeah that's correct. So now, anytime that someone comes from one of these ads, we'll know that they’re a photographer, which is very powerful. But are there other ways that we can identify that someone is a photographer, yes or no?

So, we also know that there's a pretty big Facebook community. So whenever someone comes from Facebook, there's maybe a 90% chance that they're a photographer. So we could say, okay whenever someone is coming from facebook.com, then they will be considered a photographer under this audience as well. And you can do this for any number of sources. In this case, I'm gonna make it or, so that either one of them is applicable. I’m just gonna click on save audience and you see, now we've created the photographer's audience and you can click on design, there you go!

So we're gonna personalize this page specifically for photographers, and let me just have a look. So let's change the copy of this page and say "Premium print on demand service for photographers”. And we can change the picture, make it a little bit more relevant. It's really pretty good but it could definitely be more powerful, so there you go. Now you see, if you're a photographer, you'll land on this page. This is pretty darn relevant and I’m just gonna click on publish. Perfect!

So now we've personalized a home page but there are also sub-pages, that are more relevant to this visitor. So we can go in here, “order premium prints”. And I'll go back to the dashboard, and go there. You'll see, here we have the photographer's variation I created beforehand. We're gonna add the photographer's audience and we're also gonna personalize this page. And what we'll do here is, we'll change the headline and say “Monetize your photo art with print on demand. Hassle-free”. Perfect, so let's also change this picture. I mean these are magazines, I'm not sure this is the most relevant picture, so there you go! Now, we've added someone taking a picture of us. And I've just published the draft, perfect. So now, it's time for the exciting part and that's the live demo. So I will simply click on this and you'll see the home page is now personalized for photographers. And now if I click through it to here, you'll see “Monetize your photo art with print on demand”. Now you see, this is pretty powerful. If you use this for your visitors they are far more likely to convert and I think that's really a good case to make for using audiences across all of your different types of visitors.

Wrap-up

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.

Thank you for joining us in today’s webinar!