Designing Audience Rules for Targeted Personalization
About Fibr.ai
Fibr is an AI-powered platform that transforms static webpages into Adative AI experiences. It makes every landing page and ad smarter, more contextual, and conversion-focused.
The Team
Product Designer (Me) , Product Manager, 1 Frontend & 1 Backend Dev.
Timeline ~ 3 weeks
What is Audience Rules and Segments?
Audience Rules are the conditions that identify users via location, traffic source, behaviour, devices, browsers, utm parameters etc
Segments means groups of users which the companies can target using these rules.
Who are the Core Users?
Banking and Finance Companies like American Express, Suncoast Gold
Performance marketers / growth marketers
CRO and personalization teams
The Problem
Lack of audience-based personalization led to wasted ad spend and lower conversions.
No Audience Segmentation → users were seeing wrong experiences
Low confidence in launching AI variants → users couldn’t decide what to run
Marketers blocked by dev dependency for every rule change
No way to experiment → low conversion rates
Primary Research using Video Interviews with Amex & Suncoast
High-intent and low-intent visitors often received the same web experience
Audience segments were too broad for effective personalization
Teams could not segment users with enough precision across campaigns, geographies, and offerings
Without granular audience rules, marketers struggled to optimize journeys for relevance and conversion
Segment creation and management required heavy manual effort, limiting scale
The Outcomes
~ 35%
Reduction in Bounce Rates
~ 3x
Increase
in Leads
~ 40%
Higher Engagement
5
More targeted Regions
Defining Target Audience
This screen is the first and the most important touch point. It was necessary to make it simple and also take care of the complexity since it had a lot of underlying features.
Review Personalisation Screen
After adding segments AI works on the segments and suggests what personalisation changes in Text, Images, fonts you can do in your segments in order to optimise it.
After this the segments are used as different variations of Landing Page.
Campaign Page
After selecting the personalization for individual segments, campaign is created with different variants of segments.
Companies/Users can track how every variant is performing and optimise their campaign to the best of results.
