For most businesses, landing pages are the foundation of lead capture.

But, the question is, how do I make sure my landing page is relevant and visible?

The answer: Target users based on their search term using dynamic landing pages. Using specific targeting can increase your lead conversion rate by up to 300%. In this post, we will dive deep into how you can make dynamic landing pages work for you.

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What is a Dynamic Landing Page?

Dynamic landing pages adapt to user behavior. They display distinct information to various people, based on their interests.

For example, when a visitor searches a specific keyword and clicks an ad.

The user views information based on the keyword they searched. This creates a personalized experience.

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Localized Content

Dynamic landing pages consider location as another relevant factor. Combining keyword search term and location creates a meaningful and personalized experience.

For example, when a visitor searches’ Dentists in London’ and click an ad. The user visits a page which has the headline ‘You local Dentist in London’.

Why Should I Have a Dynamic Landing Page?

Increase Conversion Rates
  • Dynamic Landing pages could increase conversion rates.

  • This all comes down to creating a unique experience.

  • Specific customization can be effective in generating conversions.

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Consider a digital marketing agency that uses a dynamic landing page. The page adjusts the headline and above-the-fold copy based on the specific keyword. “Professional Copywriting Services” or “Professional Web Design Services”.

Saves the time of creating many variations of the same page. Instead, dynamic landing pages do the heavy lifting.

Personalize Content

  • Personalization in emails can improve click-through rates by up to 14%.

  • This shows how crucial personalized content is for lead conversion.

  • Dynamic landing pages use dynamic variables like location, weather, age, and so on.

  • You can target returning customers with different message vs a new visitor.

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Improve User Experience: - When using email newsletters, use URL parameters and pass data to your forms. Pre-fill user data from your CRM, so visitors only fill missing data.

In the middle of the funnel (MOFU), you can enrich customer data using this technique.

How Do I Create a Dynamic Landing Page?

You can create dynamic landing pages using page builders like Unbounce. Unbounce offers Dynamic Text Replacement (DTR) as a core feature. You can link up URL parameters to many elements.

Here is a list of elements, you can optimize:

  • Headlines - Your headline should be informative and straightforward. Use dynamic keyword insertion in headlines to match the ad copy.

  • Body Text - Include a few more occurrences of the ‘Dynamic search term’ in your page body. If a visitor hooks and stays on the page. Take them on a journey to fulfill all the elements of conversion-focused copy and design.

  • Call-To-Action Buttons - CTA buttons are great as they can also adapt based on Dynamic Text Search. Changing the text for returning visitors could result in a great experience. On mobile devices replace form buttons with ‘tap to call’ buttons.

  • Images - Replace images based on visitors search intent or term. Using UTM parameters, you can define rules to replace images on your page. Image replacement for e-commerce creates relevancy and builds trust.

  • Popups or Sticky headers - Suppose you want to show Free shipping to your UK customers only. With a reverse IP lookup and finding the visitor’s location, you can define rules to show/hide content. A tool like If-So can do the heavy lifting, check it out here.

  • Dynamic Information - When you book a cab on Uber or similar booking apps, the app checks your location and shows a list of cabs around you. Having information relevant and accurate increases visitors intent of taking the next step.

What information can you pull up based on the above elements?

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Helpful Tips for Creating Your Dynamic Landing Page

Here are some things to consider:

  • Optimize Keywords - Do not stuff keywords. Use keywords in your copy which looks natural. You risk losing your visitor’s trust in case the headline show meaningless words.

  • Optimize Hotspots - You should place a dynamic text block on ‘reader hotspots’. These hotspots are areas in which the reader spend most of their time. These areas include the page title, headers, and call-to-action buttons. By keeping these areas dynamic, you allow for a more personalized user experience. Anything above the fold is a good candidate for dynamic content.

  • Optimize for Channel Relevancy - Treat visitors who visit your landing page from Facebook different. Instead of having an online chat, you could have Facebook messenger chat. In another scenario, you can show Google reviews for visitors from Google Ads. The choices are limitless.

  • Optimize Aesthetics - Using some clever lookups, you can signal your visitor to take action. e.g. if its raining and you sell umbrellas and sunshades. Won’t it be great to show umbrellas if the weather was rainy? You could change the look and feel of your landing page to match visitors time. e.g. if they visit your page at late night change the styling to ‘dark’ mode.

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Is a Dynamic Landing Page Right for My Business?

  • Increase Your Quality Score - Landing page experience and interaction are key components that affect your Quality Score. Dynamic landing pages rely on personalization, which creates a better user experience. Information captured can highlight the effectiveness of discounts and special offers. By analyzing what works, you can get a deeper understanding of your marketing “wins”.

  • Save time - Creating variations will waste your time and resources. We recommend dynamic landing pages to save time, increase relevancy, and improve conversions.

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About The Author

Waseem Bashir

Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.

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