In this webinar Rogier explains to us the What? Why? How? of personalization and then goes on to a great real-life use case, Balr.
Great, So, let's get started for today’s webinar. I see we have a bunch of people in the room already So, I think it’s about time for us to get started.
So, before we get started, a couple of points that we generally point out before we get to the meat of the webinar. If you have any questions please ask them in the questions tab which is to the right. We'll look at the most upvoted questions and my colleague Yvonne who is also in the in the demo today will respond to them as soon as we can.
After this a recording will also be sent out to everyone who registered So, don’t worry about anything if you miss it, but do try and pay attention at the same time. We'd also like to invite everyone to join our Facebook group www.facebook.com/groups/website.personalization. Let's continue!
So, this webinar is gonna last about 30 minutes So, please make sure you pay close attention. Today's host is myself Roger. I am working at Unless for a while now and what I do here is I try to help companies get the most value out of personalization. I'm accompanied today by Yvonne, who is an expert in personalization and really knows a lot about how to get the really detailed personalization set up.
So, let’s get started and let me start off by giving you a statement about, you know, goldfish. So, humans nowadays have a shorter attention span than a goldfish. I mean that's kind of crazy, right? But a goldfish has an attention span of about 12 seconds versus an online person which has an attention span of about 8 seconds. And that's kind of a problem for marketers. So, what we see is that the average website only has a conversion rate of around 1 or 2%. That's just a massive problem, that means that 98% of your visitors don't stay near your page and instead go to the next. Now, the problem is that the average website is incredibly difficult to understand. The content of most websites simply isn’t relevant, right?
So, here's where Unless comes in. We are the secret to making your website understandable for anyone. Now that's a pretty big statement for us to make but what we do is, we take that in a couple of different steps.
So, first, we enable you to understand who is coming to your website, to be able to segment your audience and create different personas for your visitors. Then we enable you to tailor your message to your audience by saying the right things, showing the right thing at the right time to the right person visiting your page. And then last but definitely not least, use the information you already have on your visitors by inserting dynamic content into your page from ads email or other sources.
Now, personalization has a really big added value. So, for example, Peecho had a conversion rate increase of 34%. And what we see is that across the entire industry of online companies is that Boston Consulting Group showed that brands that personalize have a revenue increase of as much as 6 to 10%. And that's a really big number if you think about it and they focus on massive corporations.
So, how do we do this? Let me just break it down into a couple of different steps. So, first of all, we have pages. Obviously, you have a web page and in Unless, you simply add your page and the different pages on your the site. Now you can decide to either just select one page or you can also do a multi-page. So, you can say, okay we're going to apply this to every page on our website. And then, up next you have Audiences. Now, audiences are something that you use to define a persona and I'll show you in the demo in a little bit, how you actually do that. But it's important to realize that we recently rearranged that a little bit to enable people to create audiences, even when they're not in a variation. So, whenever someone meets certain criteria and they land on your website, they can now be bucketed into an audience. And then we will remember that they're part of that audience and then you can use that audience at any time in the future as well.
And then there are variation designs. So, we have a visual editor that enables you to create different variations of your existing pages and to connect that to audiences. And that's just one way that you can scale your website into multiple variations. And then finally we have content insertions and content insertions, I think I already saw a question in the questions tab come up about this. So, content insertions enable you to take data from somewhere and insert it into the page just like you would with for example a mail merge in an email platform but now you do it directly on your website.
So, let's get started. I would have to say so, those of you that have been to our other webinars, you know that every week we try to pick another customer of ours. So, this week we're going to cover Balr, which is an e-commerce company but also a brand in general. And Balr sells very premium products to very brand-aware customers and this is their website.
So, we've spoken with them quite a few times and what we see is that a lot of people just directly land on the homepage. So, what we want to do is we want to create a few different hypotheses, on how to improve the performance of this homepage, to make sure that people are more likely to click through to another page.
One of the hypotheses is that right now it says a pretty generic "spring /summer” and then there's someone in the background that's definitely a Balr type audience but what if you're coming from, for example, New York? So, we can definitely make this more relevant to a visitor that's coming from New York. Let's go into the Unless dashboard and I've already loaded up the balr.com homepage but I'm gonna show you how to do that.
So, you see here “Add new website” and I can simply type in balr.com and then click on Add and then we have the balr.com domain added. So, in the same dashboard we have the feature to be able to set a control group. Okay, So, you want to be able to compare the performance between the original and the personalized version. So, how do you do that, right? So, what we can able you to do is to randomly bucket a certain percentage of your visitors into a control group. And then what you can do is you can go into Google Analytics and you can compare the performance between the control group and the people that saw a personalized version.
So, underneath that, we have an overview of all the different pages that you're able to personalize. So, I've already added a couple So, for example, we have the homepage which is simply /, we have the shop which is the web shop for Balr. And if I want to add another one, I can simply go here to “add new page” and add whatever other page on the website you’d like to personalize.
So, we had our hypothesis to make the homepage more relevant to a particular location. So, let's go into the home page and start to look at creating different variations. So, I'm just gonna delete this one and we'll start over from scratch on creating this particular variation. Just to show you how easy it is to do that. So, here you go New Variation and what I'm gonna do is, I’m gonna create one just for New York visitors. And I can click on design and then it's loaded into the Unless editor.
And you can see, I'm now selecting a piece of text on the page and as soon as I do that a contextual menu pops up with a lot of different options on changing the text. I can for example type anything right here and start modifying the content on the page.
Now, the background of this page is defined in CSS. So, what I'm going to do is, I am going to copy and paste a little bit of CSS and show you how that works. So, here it is, the background image on this page has the following attributes. And what I want to do is, I want to change the background image according to an image that was shown to me by Balr themselves. So, I can just put that URL right here and now I can click on publish.
And you'll see that we've just uploaded an image specifically of New York. I mean, I guess people would recognize that this is New York. So, it's suddenly a lot more relevant to visitors coming from there. Right now this is a lot more relevant already in case that you're visiting from New York. So, pretty easy to create a variation like this. I just click on publish and now it's saved.
And we can go back into the dashboard to say, okay well, we've created this particular variation of the homepage but right now nobody’s actually seeing it. So, what we need to do next is we need to add an audience and to add an audience we can click here “create new audience” and then I can give it a condition.
So, conditions are ways that you can build up your audience and it gives you a number of different options. So, here we have location and what I can do is, I can for example say City equals New York or if you're in the U.S. you might want to target the entire state of New York. So, we just say region code equals New York and then I click on save audience.
And now, this particular variation will be triggered whenever someone visits from New York and it's all ready and that’s all you really need to do to get it up and running. Now, if you wanted to test this, obviously you can. So, you can click here on “open preview” and you'll see right now it's the original page.
But for testing, I can do something else. I can add another condition which is a query parameter and I can say location equals New York. I'm gonna save this audience. And now I'm gonna change the URL to say location equals new york didn't work. I must have made a mistake somewhere. Ah, I see! There you go!
So, you can see this is the version of the page that’s personalized for visitors coming from New York. And, that's really just the first variation that we can make but you can do anything. So, for example, for Balr we’re creating different pages for every single part of the world. So, for different continents they're going to see different types of landing pages when they land on the page.
But, what you can also do is, let's say that the weather is pretty good today, right? Where we are in Amsterdam I'm looking outside and it's partly cloudy. The weather is pretty okay, it's definitely not beach weather over here but what we can do is we can create another audience for visitors that are having really good weather on a particular day. And if it's really good weather you might actually want to highlight a different line of products as well.
So, what we can do is, we can create another variation. I'm just gonna delete this one and show you how it is, how we built this. So, swimwear variation and then I click on create and we do the same thing again. Simply click on design and there we have the homepage. So, we have right here “spring /summer”.
So, let's say we start off with changing the backgrounds. So, we have another picture that I can add right here from Ibiza and you'll see this already looks a lot more beachy, right? And what we can do is we could say okay, “Shop for the beach” and what I can do next is, I can say, okay I wanna change this call to action to “shop for swimwear”. Then I can go back into the homepage, going to drop down and here you see swimwear, I copied the URL and I go back. It’s a link updated and now whenever someone lands on the homepage and the weather is really nice then they'll see this particular and background image, they will see a different header at the top and the main call to action will focus on swimwear which is pretty relevant whenever the sun is shining.
And now all I need to do is click on publish again and from now on whenever the weather is good and well actually we’ve missed one step, right? We still haven't created an audience. So, what I can do is I can go in here, create another audience and let's say we only want to show this when it's clear skies or over 78 degrees and I go in here add condition. And then we have in the same drop-down, we have weather and what I’m gonna do is, I'm going to set current weather is clear day or current weather temperature is greater than 78 degrees Fahrenheit.
There you go! So, now whenever a visitor lands on the page and they match this particular audience then they'll be shown this particular home page and that's really good because it creates more relevance to the visitor and it also highlights products that are more likely to be bought whenever it's sunny.
Alright so, I just created two variations already, two different personalizations in no time. But you can do the same. So, we created one for swimwear but you can create one for any type of product line or anything that you want to do. It’s super easy to get set up.
So, this is the homepage of Balr and what we can do, I think like you can probably guess, think of other possible personalizations. But in our conversations with the Balr team, we also understood that they're not necessarily only focusing on getting people to buy things from their e-commerce. What they also try to do is, they try to get people to become fans. So, they want to have people join team Balr and they do this through a newsletter.
So, another thing that you can do is and this is a little bit more advanced, but what we could do is we could say okay, whenever someone comes to the Balr page and they come from a campaign which is a follower type campaign, but they don't necessarily have the resources to buy any products just yet but we do want to keep on marketing to them. So, what do we do in this case?
So, these people are likely to click through and then they are going to look at more products and for example shirts or just general men's products. And right now they land on here and then there's a long list of products and they think okay, well this looks really cool, they might even go browse through it. But at all of this time, we have an opportunity to capture their data and how do we do this?
So, I've created another personalization for this right here in shop/men and you'll see here I've created this variation and call it community focus and I've created an audience called community referred. So, in this audience I set parameters. So, UTM source equals 433 which is one of their properties and I've also excluded people that have already signed up according to a cookie that's dropped as soon as they sign up for this particular newsletter.
So, you can add a long list of different criteria that let you say okay, these are the people that we really want to have in our subscriber list. And then what I do is I click on save audience and I’m going to show you what we've created for this variation.
So, this is the the product page and what we did is we actually went into the product page and copied the subscription code that this here at the bottom of the page and simply copied it towards the top of the page and create a different headline that says “Join team Balr” and of course you have to tell them why they’re signing up according to GDPR. So, sign up to receive the latest news and exclusive updates and now people can actually see that this is one of the main things that Balr wants to offer them as a visitor.
So, I simply click on publish and you can go in here, you'll see that this is the way that the page loads now whenever someone matches these criteria. This is a really big benefit if you're trying to increase the number of subscriptions to your emailing list. Alright now I just created that particular variation now what if we wanted to apply this to a larger number of pages?
So, you can see here in the URL we have shop/men/ss18/jackets. So, what we can also do is we can create this as a multi-page personalization. And to do that you can go here on this particular variation and go into actions. You can decide to apply it to multiple pages. And when I click on this, it will give me a guide of how this works.
So, this is an advanced feature and we have explanation of how this works in our Help Center but to give you an idea it's like this shop/men/ and then an * which means at any URL that starts off with this and then contains the rest will be given this personalization and it will be placed at the top of the page for these visitors. And all I need to do now is click on apply and it will create a multi-page personalization which means this is now going to be applied to all of those different pages.
So, I might have gone a little bit fast. If you have any questions just do let me know. These were already three different personalizations that I set up in a matter of minutes. And so far all these are hosted on the unless.com domain as you can see here. If you want to set it live, we have this switch at the top of the page which says Preview and all I need to do is click on there and then it explains to me how to install the Unless script. So, for WordPress we have a plug-in or if you have anything else you can simply copy this script and put it into the head tag of your page and as soon as you've done that, you can click on Go Live and from that moment on these personalizations will be set live onto your page.
So, another thing I almost forgot to mention is the ability to track audiences. So, you can also see how many people have been exposed to audiences by the number of impressions. So, if you go into the audience tab we have a list of different audiences, you'll see for example New York has already had 22 impressions and now you can know that this audience is probably high value for you to start targeting. And you can maybe do more personalizations further down the funnel as well. And I think we've covered most of these things.
So, I actually see the Faruk asked the question on how to use multiple dynamic text on the page. So, I think maybe it's cool to just show people how to do that and let me see if I can think of a good way to do this. Yeah, I think if we just go for this one. So, what we could do is we can say okay, well do a dynamic keyword insertion and what we start off is say name and I click on insert. And now I can say “Buy your favorite” and then we do another keyword insertion.
And then if I click on publish and then what I can do is, I can realize that I just set this one to the multi-page personalization and I just realized that, that means what I just did isn't gonna be applied to that. Maybe not the best one to use for this particular use case. Let me think, maybe I'll just reopen it. Oh preview mode and the page could not be found, of course that also makes sense.
Alright, so what would happen and let’s maybe use another example that’s probably easier. “Live the weather” and then what we can do in here is “Check out the hottest products”. So, that we're not only targeting on swimming. Alright so, then I click on publish and we can go back in here. Go here swimeear variation. It's definitely not clear skies or over 78 degrees here today. So, I'm just gonna remove those to make sure that everything works well for this. Then I can go in here too. Alright, the shop for the beach and let me just make sure that eventually we get there, well, I think we're almost there.
I want to show you guys how that works. Alright, yeah, this is matching, cool. And then what I can do is, I can set weather=sunshine and then add a % or products=swimwear and then shop for swimmer products, “live the sunshine”. And then here we could say for example “for flip-flop” products. So, you can add as many of these dynamic content assertions as you want and you can combine them. They can they all come from the URL So, that's yeah that's a good for you to know as well. So, let’s continue and go back into the presentation.
So, that's just one way of inserting data of course but we have a lot of other types of data. So, we used weather, we used location but you could also use information that you have inside of your CRM or from your ads or this coming from the browser. So, if you want to try some of these ads, we’re building out a lot of ideas and inspiration for you inside of our Help Center right now. Go to unless.com/en/help or if you are inside of the dashboard at the bottom of the page we have Help Center. I’m just gonna open it up for you and in the Help Center, you see a lot of different contents and here we have Audiences and you can just scroll through that for inspiration as well. So, I would say that's that for today's demo!