How to create a personalization

In this guide, we will teach you about core features of Unless - how to segment your audience and how to personalize a page.

Watch this video or read through our step-by-step setup guide to learn about core features of Unless. In this guide, we'll teach you how to define your use case, how to create audiences, and how to set up your first personalization.

Sign in

To get started, go to and log in to your account. During your first signup, you'll be asked to provide some additional information (e.g. URL of your website) - adding this data will help us customize your onboarding.

Dashboard & Insights

The dashboard contains some insights into how your personalizations are performing. At first, it will be a bit empty but the more you use Unless, the more data you will have at your disposal.

unless-insights-setup-guide From the insights page, you can also add new websites, navigate between them, and access your account settings.

Define your use case

Before you start personalizing, take a moment to define your use case. You should think about three aspects:

  1. What goal do you want to achieve with personalization? Examples: get more leads, convert more visitors, upsell to existing users,...
  2. For whom are you personalizing? What differentiates each audience? Examples: set up audiences based on user persona/industry/location,...
  3. What data source can you use to populate your audiences? Examples: geo location, ads clicked, on-site behavior,...

To keep it hands-on, we will use the website Worldsnacks as a use case throughout this setup guide. This is the use case:

  1. Goal: get more subscribers
  2. Audiences: families, foodies, businesses
  3. Data source: ad campaigns

Let's now take a look at Audiences to see how this plays out.


An audience, or better yet, an audience segment, is a group of visitors who have something in common. The hardest part about creating an audience is to define who should be part of it. With 30+ data points to choose from, this step can be a bit overwhelming, so start with something simple, for example, an audience based on location. To learn more about the different options, check out this guide about audiences.

unless-audiences-setup-guide1 Every account starts out with an Everyone audience. In total, this account contains six audiences.

For Worldsnacks, we set up our audiences based on user persona or snack preference - information that is extracted from the ad visitors clicked on. For example, if someone clicks on an ad for “salty family snacks”, they'll be added to the “User Persona: Family” audience and the “Preference: Salty Snacks” audience.

unless-audiences-setup-guide2 This is how we defined our "User Persona: Family" audience. If someone clicks on an ad where UTM campaign equals "family", they'll join this audience.

unless-audiences-setup-guide3 An audience can be based on multiple data points. For example, a visitor will join the audience "Preference: Salty Snacks" if they (1)clicked on an ad that contains the parameter “preference=salty”, or (2)clicked on an ad for organic snacks, or (3)they were referred by a blog called

Audience Membership

The membership duration tells Unless for how long you want visitors to remain part of an audience. If you click Longer Period Unless will drop a browser cookie and identify a visitor as a member of this audience until the cookie expires.

unless-audiences-setup-guide5 The membership duration can be defined in minutes, hours, or days.

It's an extremely powerful feature since it gives Unless a memory. For example, if someone clicks on an ad for salty snacks today and organically comes back to this website tomorrow, Unless will remember that this visitor has a preference for salty snacks. Another example would be lifecycle stages. If you send your users different emails based on lifecycle stage (or lead value, or other criteria), Unless could pick up this information and create audiences around it (learn more).

Once you have defined your first audience, you can personalize your website for it. For this, switch to the tab Personalization.


If you aren’t sure which pages to personalize, your homepage, landing pages, and checkout pages are always good choices. You can also take a look at your analytics data to see which pages are your most popular ones. If you're wondering what to personalize, headlines, images, the value proposition, the call-to-action, and smart add-ons are a good way to start.

To create your first personalization, click on “New Personalization”, give it a name, add the URL of the page you want to personalize, and connect an audience. Finally, save the personalization. Now, the “Open Design Editor” button will turn blue and you can open the design editor.

unless-audience-setup-guide-personalization1 Here's how we created a personalization called "Business Homepage" targeted at "User Persona: Business".


Now, it’s time to edit our personalization. At first, the page will look exactly like the original one. Through the editor, we can start changing it.

You can edit text, swap out images, or change CTAs. You can also delete, add, or move page element. Finally, you can use advanced editing features to add custom Javascript and CSS, or you can change the page using live code view. We created a separate guide that explains all the features of the design editor.

unless-audience-setup-guide-personalization2 With this personalization we kept it simple - we only changed the headline and the CTA. When you're finished editing the page, hit the ‘publish’ icon, and click the "back" arrow to switch back to the Unless dashboard.


The Goals tab helps you keep track of your conversions and other goals. We dedicated a separate support article to this topic.

And that’s it - everything there is to know about creating your first personalization! Browse the Help Center for more how-to videos, guides, and personalization ideas.

Frequently asked questions