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

59% is the percentage of consumers who believe that personalized content influences their purchasing decision.

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Adapting your content to your audience is now an essential part of optimizing your key KPIs: conversion rate, session time, etc.

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Thanks to our new Audiences feature, you can now broadcast personalized Web Stories based on audience data.

What is the "Audiences" feature?

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At JOIN, widgets are a set of Stories.

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The "Audiences" widget lets you customize the Stories to be displayed according to the data you have on your audiences.

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From the moment a user browses 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 set of data, which can include age, language, shopping preferences or geolocation.

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As we'll see, you can customize your audiences ad infinitum. This article gives you a few examples.

Why this feature?

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Thanks to "Audiences", JOIN has considerably improved its distribution capabilities, becoming a genuine marketing tool.

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We know that personalized content is a must today.

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

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In fact, this new feature can be summed up in one sentence: it's the ability to display tailor-made stories to your audiences with just a few clicks.

What are the benefits of the feature?

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In addition to saving considerable time in audience personalization, the feature is infinitely customizable. You choose your audiences according to your in-house data and strategies.

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

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🔐 Not to mention that Audiences is RGPD compliant. At JOIN we don't store your customers' data.

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6 examples of using the "Audiences" feature

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Use Case 1: The language of your audience

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Personalizing your Web Stories according to your audience's language is essential.

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

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Let's imagine you've set up two different stories on the same product page, one in "French" and the other in "Spanish" for the Spanish-speaking market. With "Audiences", the browser will directly display the story corresponding to your prospects' preferred language.

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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 conversion rates (according to a Statista study).

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

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For Generation Z, for example, you'll want to highlight a UGC influencer to humanize your product sheet and create an emotional connection.

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For 30-somethings, it's probably a good idea to include some internal social proof on your product page. This content could take the form of a face-to-face interview with the CEO explaining how a pair of shoes is made. This story is more suited to an audience looking for reassurance and transparency.

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A younger target, on the other hand, will tend to project itself onto content that's more "influencer" oriented. In the end, you've planned two stories on the same product page: an interview with the CEO and a UGC with an influencer. Thanks to "Audiences", the appropriate story will be displayed on your product page according to the age of your prospects.

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Use Case 3: Geolocation

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As with language, if you're an international site or app, geolocation-based personalization can be particularly effective.

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Take a European food retailer like Carrefour. The brand wants to make certain home delivery services available.

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Based on customer geolocation, it will be able to define audience criteria for home delivery eligibility. This will make it possible to display the right stories to Carrefour customers based on this same eligibility. They will then benefit from a personalized and optimized experience, without any deceptive effect.

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According to a study by Econsultancy, personalizing content based on your audience's geolocation can boost conversion rates by 25%.

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Use Case 4: Website/app registration

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

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Put yourself in your customers' shoes and imagine you're browsing a sneaker website like Wethenew.

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

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Now imagine you're visiting Wethenew for the first time, without being logged in. A web story appears on the homepage, 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.

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An eMarketer study shows that personalizing content according to audience registration status can increase site registration rates by 12%. Our new feature lets you access this level of personalization in just a few minutes.

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Use Case 5: The level of user involvement

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Your audiences react differently depending on whether they use a product or engage with an application.

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Let's put ourselves in the shoes of a sports enthusiast who uses a famous fitness app on a daily basis to stay in shape. If he has already completed a number of workout programs on the app, stories highlighting more advanced workouts or personalized nutrition programs to achieve his goals will appear.

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Let's take Carrefour as an example. It offers its customers a loyalty system in the form of points that can be accumulated according to their purchases. We can then imagine the brand wanting to push special offers to all users who have exceeded a certain number of points.

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We can also use the case of an online payment application like Lydia. We can then distinguish between two types of audience for this application: seasoned users and new customers. Let's imagine that one of the conditions for being a seasoned user is to have put money in the app's bank account. We could then display a story to these users highlighting the benefits of purchasing a bank card. For new customers, we'll offer stories explaining the onboarding process.

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Research firm Bain & Company has shown that adapting content according to the user's level of experience on an application results in a +15% conversion rate.

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Use case 6: Purchasing preferences

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

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

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These are just a few examples of how this new feature can be used. With the "Audiences" feature, you can customize your choice of audiences ad infinitum, according to your current marketing strategy.

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If you'd like to see how to apply the feature to your audiences, we'd be delighted to give you a demo. Ask for it here.