Unless

Advanced Personalization Engine at a fraction of Adobe Target's enterprise option

Opmerkingen: It's a really solid tool, I just wish the team had built a more engaging community around it (the FB group gets very infrequent updates) and that onboarding and support more proactive.

Pluspunten:

How powerful it is. The dynamic text replacement features and API allow you to really deliver personalized experiences that can delight and impress your visitors, not to mention get better ROI on any demand gen campaign. Very detailed, advanced targeting options to create personalization segments, such as query parameters. Also like the execution of their WYSIWYG editor, almost everything is done directly on the platform but in a visual way, so you see exactly what you're personalizing and how. Doubles as a lead gen tool (though doesn't shine in this regard) with widgets to help users self segment.

Minpunten:

For its most advanced features and applications (API, cookie use, integrations with other complementary software, javascript variables) there seems to be either thin documentation or documentation that's purely technical (e.g., here's the API, go do what you want with it, but no walkthroughs to help an advanced martech user who's short of a developer). Their in-page editor crashes / glitches a lot if you do medium to heavy content changes. Lack of native integrations, though they do have a Zapier app they've recently released, but I haven't tested it. The team is not as responsive as I would like. They probably intend it to be used by bigger companies that outsource execution to agencies so a lot of self-service seems to be expected of their users.

Great product with lots of potential

Opmerkingen: It allows creating personalized content on the fly based on weather, location, time of the day, URL parameters and more. Thus, users can get a more engaging experience and more relevant content.

Pluspunten:

To be able to create personalized experiences on websites. Although I still just "playing around" with it, Unless should become one of my most powerful tools to improve engagement and get more customers in the near future.

Minpunten:

There is a steep learning curve to be able to use the application to its maximum potential

A tool to make your website "speak" to different market segments

Pluspunten:

There are several things Unless focuses on and does but the one I find to be the most impressive is the ability to personalize the landing pages created with Unless. Basically, it's possible to hyper-personalize certain aspects of specific landing pages in a dynamic way so that, depending on the "segment" a visitor of that page belongs to, he/she will see a certain type of content (e.g. a specific headline), which will be different than the one displayed to someone from a different segment. I find this to be a very valuable feature for the fact that it allows me to have my landing pages and content "speak" directly to specific people and show them content that I know is relevant to them – instead of showing them that content plus other generic things and hoping they'll find the content that's ideal for them... It does take a moment to figure out your specific segments, build the landing pages and hyper-personalize them, but this can go a long way in terms of getting people into your funnel.

Minpunten:

I am big on being able to customize the webpages and content I create and present, so that it gets as close as possible to looking and recreating the user experience I wish people have. While Unless enables users to hyper-personalize their landing pages, there are limitations in terms of customizing those pages and this isn't ideal.

This Software Is Going Places! :-)

Opmerkingen: I've been using Unless for quite some time now and there's always more to discover! I'm a fan of their "dynamic content" feature (though there's room for improvement). With dynamic content, I can add small, crucial pieces of information (e.g. add the visitor's job title to the headline) and instantly make the page more relevant for each viewer. You can also use it in combination with emails (= inject user data from your email automation tool or CRM), personalize for different traffic channels, user behavior. It's really powerful.

Pluspunten:

Overall, really happy I got this tool at my disposal and their support team is really nice - they all know me by name :)

Minpunten:

It takes some effort to set up meaningful personalizations. That's not necessarily a criticism of Unless but not everything you try, will have an impact on your KPIs. In that sense, it's a lot like A/B testing (start with a hypothesis and see how your visitors respond).

Easy way to create symmetry between website and ad campaigns

Opmerkingen: Unless saves me a lot of time. I run many ads and I can't create a separate landing page for each (that would take too much time and become hard to manage). However, generic landing pages mean a suboptimal experience for my visitors, especially the ones who arrive through a Google Search query. Unless helps me solve this issue. Now, I only need a few landing pages and I can dynamically change the content based on the ad someone clicked on. This has lowered bounce rate, increased time-on-page so overall, it improves the performance of ad campaigns.
I hope to use Unless for more complex personalizations in the future.

Pluspunten:

After installing the script in seconds, I created a personalised version of our landing page and made it directly visible for visitors entering through an ad campaign. The visual editor was easy, you can make changes to the website without coding and the audience builder is an easy way to segment visitors. The Unless support was always ready to assist, and helped me to make take advantage of all the available parameters to build audiences with.

Minpunten:

Taking full advantage of the platform requires some time and effort,