What is the “Audiences” feature and how do I use it?

What is the “Audiences” feature?

At JOIN, widgets are a set of Stories.

The “Audiences” widget allows you to customize the Stories to be displayed based on the data you have on your audiences.

As soon as a user navigates your site or mobile application, you can decide to send certain data to the Widget so that it can choose which Stories to display. Our widget conditions the display of a story for a group of users with the same data group, this may include age, language, shopping preferences or even geolocation.

As we'll see, you can personalize your audiences endlessly. This article offers you some use cases as an example.

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Why this feature?

Thanks to “Audiences”, JOIN considerably improves its distribution brick and becomes a real marketing tool.

We know that personalizing content is essential today.

However, this often requires a long and expensive internal development phase. We implemented this feature to save you time and better address your customers. You can adapt your stories to your audiences and analyze the KPIs of each content.

In fact, this new feature can be summed up in one sentence: it is the possibility of displaying tailor-made stories to your audiences in a few clicks.

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What are the benefits of the feature?

In addition to saving considerable time on customizing audiences, the feature is infinitely customizable. You choose your audiences based on your internally available data and your strategies.

Results: the customer experience is improved. Your prospects feel valued because they receive a tailor-made content experience and your conversion rates increase.

🔐 Not to mention that Audiences is GDPR compliant. At JOIN we do not store your customers' data.

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6 examples of how to use the “Audiences” feature

‍Use case 1: The language of your audiences

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Customizing your Web Stories according to the language of your audiences is essential.

According to a survey by Common Sense Advisory, 72.4% of consumers are more likely to buy products if they find information in their language.

Let's say you have planned two different stories on the same product sheet, one in “French” and the other in “Spanish” for the Spanish-speaking market. With “Audiences”, the browser will directly display the story corresponding to the preferred language of your prospects.

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Use case 2: The age of your visitors

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Sites that implement age-based personalization experience a 15% increase in their conversion rates (according to a study by Statista).

Let's take the example of an e-commerce site specializing in the sale of clothing. Imagine that you are the brand's e-commerce manager. You are not going to offer the same content to visitors aged 18 to 25 as to those in the 35-45 age group.

For Generation Z, for example, you will favor the promotion of a UGC influencer to humanize your product sheet and create an emotional connection.

For people in their thirties, it would probably be more relevant to include internal social proof on your product sheet. This content may take the form of a face-to-camera interview with the CEO explaining how a pair of shoes is made. This story will be more suitable for an audience looking for reassurance and transparency.

A younger target, on the other hand, will tend to project themselves on content that is more focused on “influence.” In the end, you planned two stories on the same product sheet: an interview with the CEO and a UGC influencer. Thanks to “Audiences”, the appropriate story will be displayed on your product sheet according to the age of your prospects.

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Use case 3: Geolocation

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As for the language, if you are an international site or app, personalization based on geolocation can be particularly effective.

Let's take a European food retail brand like Carrefour. The brand wants to provide certain home delivery services.

Depending on the geolocation of customers, it will be able to define audience criteria for eligibility for home delivery. This will make it possible to display the appropriate stories to Carrefour customers based on this same eligibility. They will therefore benefit from a personalized and optimized experience, without a disappointing effect.

According to a study by Econsultancy, customizing content based on the geolocation of your audiences would increase conversion rates by 25%.

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Use Case 4: Registration on the site/app

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User registration status is a crucial factor in improving conversion rates and customer retention.

Put yourself in the shoes of your customers and imagine that you are browsing a sneaker site like Wethenew.

You are looking for the perfect pair for your birthday. If you have already registered on this site, simply log in to access a tailor-made experience. On the HomePage, stories of influencers wearing sneakers based on your style or search history are displayed. A story may also be displayed offering you an exclusive discount as a loyal customer.

Now, imagine that you are visiting Wethenew for the first time, without being logged in. A Web Story on the Homepage is displayed, announcing a special offer: “Sign up today and get 10% off your first order!” This call to action will encourage you to create an account on the site in question.

A study of eMarketer Shows that personalizing content based on audience registration status increases site registration rates by 12%. Our new feature allows you to access this level of personalization in a few minutes.

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Use case 5: The level of user involvement

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Your audiences don't react the same way based on their use of a product or their engagement on an app.

Let's put ourselves in the shoes of a sports enthusiast who uses a famous fitness app every day to stay in shape. If he has already followed numerous training programs on the application, stories highlighting more advanced training sessions or personalized nutrition programs to achieve his goals will be displayed.

Now let's go back to the example of Carrefour. The latter offers its customers a loyalty system in the form of points that can be accumulated according to their purchases. We can then imagine that the brand wants to push special offers for all users who have exceeded a certain number of points.

We can also use the case of an online payment application like Lydia. We can then distinguish two types of audiences on this application: experienced users and discovery customers. Let's imagine that one of the conditions for being a seasoned user is to have put money into the bank account of your app, so you can show these users a story highlighting the benefits of buying a bank card. For new customers, we will instead offer explanatory stories about the onboarding of the application.

The Study Office Bain & Company Has shown that adapting its content according to the level of user experience on an application makes it possible to obtain + 15% conversion rate.

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Use case 6: Shopping preferences

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The importance of personalized content based on shopping preferences reinforces customer engagement and boosts sales. Take Amazon, one of the e-commerce giants, for example. According to a McKinsey study, personalized product recommendations generate over 35% of total company sales.

Now, let's put ourselves in the shoes of a Vinted user. When you sign up for the app, you choose your shopping preferences. To fill out your profile, you will check filters corresponding to your favorite brands, your pants size, your favorite colors or even your favorite styles. Based on these preferences, you will view stories tailored to your buying profile. This content personalization creates a more relevant experience for you as a customer and significantly increases sales for the app.

These use cases are A few examples among many others of the use of this new feature. With the “Audiences” feature, you can customize your audience choices endlessly, according to your current marketing strategy.

If you want to see how to apply the feature to your audiences, we would be happy to give you a demo. Ask for it Here.

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