How to use audiences

With Unless, you personalize for different audience groups. Learn how to define an audience choosing from 30+ data points.

What are audiences?

With audiences, you can group website visitors based on their similarities. Next to suggested audiences which are composed by Unless, you can also create your own, custom audiences.

Why should I use audiences?

The basic premise of personalization is that page visitors have differing needs and expectations. So, delivering one site experience to everyone, leaves you with a website that doesn't truly resonate with anyone. To tackle this problem, Unless lets you create different site experiences for different audiences. You could also think of audiences as your user personas.

Example: Here's how Blogger changes the homepage based on audience (tech blogger, cooking blogger,...)

Blogger Example

How do I set up an audience?

An audience is a group of visitors who have something in common. Those common points are referred to as conditions. In total, you can mix&match 30+ targeting conditions (see full list) that fall into 6 categories. For each category, we created a separate guide that includes some examples and use cases, so here's just an overview.

  1. Location: Increase relevance and trust by showing your visitors localized content. You can localize based on country, state, city, or even a single IP address. Learn more.
  2. URL parameter: URL parameters and UTMs transfer a lot of data from your marketing campaign to your website. With Unless, you can translate this data into a hyper-targeted website experience. For example, you can dynamically change the headline of your landing page based on the ad someone clicked. Imagine how much time that saves on landing page design! Learn more.
  3. Behavior: Buttons clicked, pages viewed, PDFs read - through their behavior visitors tell you what they want and where they are in your conversion funnel - use this information for personalized messaging. Learn more.
  4. Time: Show relevant content and special offers based on when someone visits your page. For example; "weekend visitors", "visiting outside our office hours", "Christmas shoppers", and more. Learn more.
  5. Device: Is your visitors' behavior influenced by device or browser? Do you want to change the CTAs on mobile view? These and more use cases can be covered with device-based audiences. Learn more.
  6. Weather: Does your conversion rate change with weather or temperature? Event, travel, catering, and fashion businesses can typically benefit from weather-based audiences. Learn more.

What is audience membership?

Having a personalized landing page is a great start but what happens once the visitor leaves this page? With audience membership you can extend your targeted messaging beyond the landing page and to the entire website. And, if these visitors come back later, they'll still see the audience-specific website. This is also called funnel personalization.


Let's say you offer a service targeted at freelancers and SMEs. You run an ad aimed at freelancers that links to your "freelancer landing page".

  • Without audience membership, visitors who clicked on your ad will only see a personalized landing page (= initial touchpoint).
  • With audience membership, visitors will become members of your "freelancer" audience. This allows you to personalize the entire website. If they later return to your website, a cookie recognizes them as members of your "freelancer" audience.