Dynamically swap text on your website based on visitor attributes
Personalized Text is a content type that lets you display different text to different visitors based on their location or URL parameters. Unlike banner content, personalized text does not require any image or video assets - it works purely with text variants and targeting rules.
This is ideal for personalizing headlines, calls-to-action, product descriptions, or any text element on your website.
Creating Text Content
From your website dashboard, click Content in the top navigation
Click Add Content
Select Personalized Text from the content type options
Enter a name for your content (e.g., "Homepage Headline")
Understanding Text Variants
Text content is built from variants. Each variant contains a piece of text and optional targeting rules that determine which visitors see it. When a visitor loads your page, ConversionWax evaluates variants from top to bottom and shows the first one that matches.
Every text content must have exactly one default variant. This is the fallback text shown to visitors who do not match any targeting rules.
Adding and Managing Variants
Add a variant
Click the Add Variant button
Enter your text in the text area
Optionally add location or URL targeting rules
Set a default variant
Click the star icon on the variant you want as the default
The default variant is highlighted with a green border and a "Default" badge
Exactly one variant must be marked as default
Reorder variants
Drag variants using the handle on the left side to change their evaluation order
Variants are evaluated top to bottom - the first matching variant is displayed
Delete a variant
Click the trash icon on any variant to remove it
You must always have at least one variant
Targeting by Location
You can show different text based on a visitor's geographic location:
Click Add Location on a variant
Select one or more countries, regions, or cities
The variant will only display to visitors in those locations
Top Tip! Always have a default variant with no restrictions as a fallback for visitors who do not match any targeted variant.
Targeting by URL Parameters
You can also target variants based on URL query parameters. For example, show different text to visitors arriving from different campaigns:
Click Add URL Variable on a variant
Enter a parameter name (e.g., "utm_source") and expected value (e.g., "google")
The variant displays only when the URL contains that exact parameter and value
How Variant Evaluation Works
When a visitor loads your page, ConversionWax evaluates variants in order:
Check the first (highest priority) variant's targeting rules
If the visitor's location and URL parameters match, display that variant
If not, move to the next variant
If no targeted variant matches, display the default variant
Example: Regional Headlines
Imagine you want to show different homepage headlines by country:
Variant | Text | Targeting |
1 | "Free shipping across the UK" | Location: United Kingdom |
2 | "Free shipping across the US" | Location: United States |
3 (Default) | "Free international shipping on orders over $50" | None (fallback) |
Saving and Publishing
Text content follows the same save and publish workflow as banner content:
Save as Draft - Save your work without publishing. Add optional version notes to describe your changes.
Save and Publish - Publish immediately or schedule for a future date and time.
Each save creates a new version. You can view, compare, and roll back to previous versions at any time. See our Content Version History guide for details.
Text Content Analytics
ConversionWax tracks performance metrics for your text content, grouped by variant type:
Default variants - Aggregated metrics for all visitors who saw the default text
Targeted variants - Aggregated metrics for all visitors who saw a targeted variant
Metrics tracked include renders (how many times the text was displayed), page loads, and clicks. Access analytics from the Analytics page or by clicking the analytics icon on any content version. See our Banner Performance Analytics guide for more on using the analytics dashboard.