Tailoring products and services based on UTM parameters in URL's. | RightMessage

Tailoring products and services based on UTM parameters in URL's.

If you are looking to promote your product or service to different types of business in your field, you may want to consider using UTM parameters in the URL when you add links to social media posts or promotional emails.

UTM parameters are ‘tags’ you add to a URL. When a potential visitor or customer clicks a link with UTM’s added to it, the UTM tags are sent back to Google Analytics for tracking purposes. You will generally use tags in your links to assess the effectiveness of promotional campaigns and identify ways to direct more visitors to your website.

As well as tracking the campaign via Google Analytics, RightMessage is able to detect UTM parameters in your URL’s for personalization purposes. You can personalize your website to tailor the product or service so it is relevant to the different business types you are targeting.

Example - Punchpass

A live example of software that is used by different business types in an industry, is fitness class management software - Punchpass.


An example URL using UTM ‘tags’ that Punchpass could use in their social media marketing, to promote the fitness class management software, can be seen below:

The link above is an example that could be used in a Facebook advert, targeting Crossfit Gyms.

The URL can be adjusted to add a different ‘utm_content’ parameter for each business type being promoted on Facebook, such as pilates studios, yoga studios, and other group type fitness training. (you can also adjust the other utm_ values to suit)

In RightMessage the different UTM parameters can be used as a condition for the different traffic segments, and target each segment with custom personalizations.

Personalizations you may want to add include the headlines or supporting copy, social proof and testimonials that will reflect the business type of the UTM parameter value in the social media link.

Setting up a campaign for URL’s containing UTM parameters in RightMessage

In this article we will break down each step in the process, so you can use the same steps for your own UTM campaigns.

The steps to set up personalizations based on a custom UTM parameter promoting software or a product to different business types, are below:

  • Create asegment group for your fitness types

  • Add each fitness type as its own segment within the segment group

  • Use the ‘UTM’ condition to target the unique ‘utm_content=xxx’ UTM parameter in the URL.

  • Create A Custom Campaign

  • Personalize elements on the home page based on the different segments

  • Add agoal to track the campaign and sign ups per affiliate.

  • Test the personalizations.

Create a segment group for your different business types

The first step is to set up a segment group that will group together the different business types that will benefit from the software.

In your RightMessage dashboard for the website you are personalizing, click ‘Segments’ in the admin bar.


In the left sidebar, click the ‘+ Create a new segment group’ button to create a new segment group.


Select ‘Other’ as the type of segment your new segment group will be used for.

Click the yellow ‘Create Segment Group’ button.


The new segment group will be saved and automatically appear in the left sidebar.

To change the name of the segment group, click on the segment group name in the main segment editing screen.


Edit the existing name or add a new name in the field provided.

Click the yellow ‘save’ button to save the new name.


Create a segment for each business types

Within your segment group you can add a segment for each business your product is designed for.

Click the ‘+ Add a new segment’ button on the right side of the main segment creation area to add a new segment to the segment group selected.

A new segment box will appear in the main segment editing area.

Add a name for the segment in the field provided (in this case the name of the business type), and click the yellow ‘save’ button.


  1. Click ‘+Add a new segment’

  2. Add a name for the segment

  3. Click ‘Save’ to save the segment name.

Add a ‘custom query’ condition to each segment

Each business type will have a unique UTM ‘content’ parameter in the URL used in social media posts.

We can set up a condition for the business type segment to query the UTM ‘content’ and parameter in the URL and check if the parameter has a specific value.

Use the drop down in the segment box to add a new condition. Select the ‘utm_content’ option under ‘UTM Parameters’.


Fill out the required field(s) for the condition chosen.

For ‘utm_content’ condition, we want to configure the condition to check if the ‘name’ of the query parameter in the URL equals a specific ‘value’.

In the case of the URL with UTM parameters, the value needs to equal ‘crossfit’, ‘pilates’ or ‘yoga’ for the condition of that segment to return true.


Tip: the reason for using the ‘for the most current page’ option, is to prevent any UTM parameter overlaps. If you use ‘if there is any occurance’ option, and a visitor has clicked a link on two different social media platforms or adverts, it can cause a conflict when the visitor is visiting the website.

Repeat the above process for adding other business types, with its own condition to check the utm_content parameter in the URL and its value.


Publish the segment group additions to RightMessage

To make sure your new segment is saved, click the ‘Publish’ button in the top right corner of the screen.


Create a new campaign

In order to use RightMessage to personalize the home page for different business type segments you have set up, you will need to create a ‘campaign’.

Click ‘Dashboard’ in the RightMessage admin bar to navigate back to the main dashboard area.


If you have not created a campaign before, click the yellow ‘Create A Campaign’ button.



If you are creating an additional campaign, click the ‘+ start a new campaign’ button at the top left of the screen.


For a campaign to personalize the website home page, click the ‘Create a custom campaign’ option.


Add a name for the campaign, and select the segment group created in the previous step.

Click the yellow ‘Save’ button.


RightMessage will automatically create the new campaign and will redirect you to the campaign editing area for you to begin personalizing the elements of your website home registration page for each segment.



Personalize the website home page

The campaign editing area in RightMessage is used to personalize various elements on a website page(s). The personalizations you add will show to your website traffic based on the segments and conditions you defined in the segment group.

Below are some of the basic changes you can make easily and quickly when personalizing your website:

  • Change text of a headline, tagline, call to action button or paragraph element

  • Change testimonials and/or social proof so it is relevant to the audience of the business type.

  • Swap any relevant images

  • Adjust the phrasing of any listed features and benefits

To start personalizing an element for your campaign, hover over the website and use the pink outline feature to locate the element you want to personalize.

The outline feature will specify the type of element you are hovering over - such as a link, headline, paragraph, list item, image or other type of element.

Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.

Click the option to ‘Start Personalizing This …’


The personalization editing tool will display on the screen containing the options available for personalizing the element.

Note: the options shown in the personalization editing tool will change based on the element selected.

The ‘Modify’ settings tab in the personalization editing area will provide options to make changes to the text, the visibility of the element and adjust the styling of the element.

Enter the changes you want to show for the segment selected.

In the below example, we are going to show a custom headline for any traffic that has clicked on the URL where the utm_content parameter equals ‘pilates’.


To change the element for a different segment, click the toggle arrow beside the selected segment name.

Select the segment name you want to switch to.


The personalization editing tool will display the original state of the element you are personalizing.

Enter an alternative headline you want to show for the different segment selected.

In the below example, we are adding a different headline for any traffic that has clicked on the URL where the utm_content parameter equals ‘crossfit’.


To personalize different elements on the website, close the personalization editing tool by clicking on the ‘X’ icon in the top right of the editing tool.


Use the pink highlight feature to select the next element to adjust. Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.

Click the option to ‘Start Personalizing This …’


The personalization editing tool will display on the screen once more.

In the below example, we are going to show a different image for any traffic that has clicked on the URL where the utm_content parameter equals ‘crossfit’.

To swap a background image, such as the ‘Hero’ image on the home page of the Punchpass website, we will need to use the ‘Additional Styles’ options. Click the toggle arrow beside the ‘Additional Styles’ tab to reveal the options.


In the ‘Additional Styles’ setting rows of two fields are provided.

The first field is where you add the ‘property’ you want to change, and the second is for adding the ‘value’ you want to change the property to.


Background image

The ‘background-image’ CSS property allows you to change the image of the background.

When adding a background image we use a URL function - ‘URL()’. Within the URL function we need to specify the path of an image that we want to display.




Background position

By default, when we add a background image, it will be positioned at the top left hand corner of the element.  We can use the ‘background-position’ property to specify where the image is placed horizontally and vertically.

There are different types of values that can be used to position the image, but the easiest values to use are keywords -  left, right, top, bottom and centre.




Repeat the above process, toggling between the different segments, to change the element for each business type.

Publish

To ensure your the personalizations for the selected segment are saved, click the ‘Publish’ button in the top right corner of the screen.


Testing the personalizations

To see the changes on your website home page, open a private/incognito window and paste in the URL link with UTM parameters for one of your business type segments.

Tip: You may need to clear your browser caching if the personalization not loading.