Dynamic landing pages are designed to feel like they were tailor-made for a user. Today, we’re discussing how these personalized landing pages work, and how they help websites resonate with their audience.
A dynamic landing page is a webpage that adapts its content to user behavior. In simple terms, two different users could click on the same link and see two different landing pages.
Dynamic landing pages are different from traditional, static landing pages because they can adapt to a variety of user factors. Things like user location, search queries, and device type are just some of the variables that can influence a dynamic landing page.
Here’s a simple example. Imagine a user types “marketing agency in Atlanta”, and clicks on a dynamic landing page. The page might show that search query as the headline. But, if another user searches for “PPC marketing agency in Georgia” and clicks on the same page, they might see their own query as the headline instead. The main content of the site will stay fairly consistent regardless of the user, but the dynamic landing page will make small, personalized tweaks to the content to best suit a user’s needs.
Dynamic landing pages can be quite the boon for advertisers who are running Paid Search campaigns. After all, crafting a unique landing page for every customer in every stage of the buying journey is tedious work. Dynamic landing pages, on the other hand, allow advertisers to simply create a core set of landing pages, and then let certain information populate according to user factors.
Dynamic landing pages make the user experience more cohesive by aligning the content of the landing page with the user’s search intent. The page is adapted to the user’s search query, where they are in the conversion funnel, and other audience signals, making it more likely that what you’re showing that user is something they’re interested in.
Most things on a page can be made dynamic, including headlines, CTAs, deals/offers, and even images. This gives site owners a lot of flexibility when creating content that speaks to a userbase.
When developing a dynamic landing page, there are a few best practices to keep in mind.
Stick to a Core Message: Even as your dynamic landing page changes to be more relevant to different users, the main point of the page should stay the same. Too much dynamic content on one page may indicate a need for some unique pages instead.
A/B Test Your Pages: Even though some of the content on your landing page will vary depending on the user, much of that content will remain the same. It’s worth optimizing the static elements of your pages to ensure the best user experience possible. Try experimenting with different phrasing, calls-to-action, images, etc. to see what resonates with users.
Follow Landing Page Best Practices: Use on page optimization techniques to improve your landing pages outside of the dynamic content. Make sure that pages work on all device types, images are properly compressed, and CTAs are clear and visible.
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