Forget about generic messaging. People strive for relevant and personalized experiences.
More than 70% of consumers expect a more tailored approach from companies. One way to meet this demand is through personalized, or dynamic, landing pages. In this article, we’ll zero in on the concept of a dynamic landing page, why it’s valuable for marketers, and break down the steps to create one.
What Is a Dynamic Landing Page?
The goal of landing pages is to grab visitors’ attention and nudge them toward the desired action, such as filling out a form, submitting an email, or making a purchase. Various elements comprise a successful landing page: a compelling headline, engaging copy, persuasive call to action, eye-catching visuals, and more. These components generally remain the same for every user regardless of how they got to the page (via PPC ads, organic search, social media posts, etc.).
That’s essentially how a traditional, static landing page works. While such a one-size-fits-all approach might be effective in some cases, it cannot truly connect with the audience and cater to their unique requirements.
A dynamic landing page comes as a valuable solution for businesses to personalize the user experience and increase conversions. This page adapts its content based on various factors:
- visitor’s location;
- keywords and search phrases visitors use;
- customer journey stage (whether it’s a new prospect or a loyal client);
- type of viewing device (desktop, mobile, or tablet);
- even the time of the day (for example, to promote a limited-time flash sale or a special offer).
Businesses aiming to ramp up their personalization efforts might consider partnering with reliable agencies like Onilab. Its extensive knowledge in digital marketing and web development can help companies develop customized solutions to refine user experiences, foster customer engagement, and maximize conversion rates.
Why Should Businesses Create Dynamic Landing Pages?
People are bombarded with thousands of ads every day. Considering the information overload and shrinking attention spans (on average, users will tune out after 8 seconds), marketing teams and businesses are on a never-ending quest to cut through the noise and foster meaningful connections with the audience. Personalizing landing pages is a surefire way to achieve this goal. Let’s look into the numerous benefits of this approach.
Make Visitors Feel Valued
Users get immediately drawn to a landing page if its content resonates with their specific needs and interests. For example, a visitor from supply management clicks on a Google ad promoting software for optimizing inventory. The landing page recognizes the user’s location and immediately presents content in a corresponding language.
This tailored approach has a greater impact on the potential customer. The user immediately feels valued and is more likely to interact with the brand and explore its offers.
Turn More Leads Into Customers
Dynamic landing pages tailor content to different customer segments. Let’s take a CRM provider with a wide audience as an example. For small businesses, the company may create a dynamic landing page highlighting ease of use, cost-effectiveness, and the ability to scale.
On the other hand, for enterprise-level clients, the software vendor may emphasize advanced security measures and seamless integration capabilities. Presenting tailored options not only improves user engagement but also increases the chances of turning browsers into paying customers.
Deliver on Visitor’s Expectations
Dynamic landing pages create a cohesive experience by aligning content with user expectations. Suppose a visitor follows the link in a pay-per-click (PPC) ad for a marketing analytics tool with a special discount. The dynamic landing page ensures people see exactly what they clicked on. Plus, it offers detailed information about the features and benefits of the advertised solution, highlights the discount amount, and may show a countdown indicator for a limited-time offer.
Support Effective Optimization
Optimizing landing pages typically involves creating multiple static versions and testing them to see which one performs the best. Dynamic landing pages streamline this process. You simply use a single template where content adjusts automatically based on the variables you’re evaluating (headlines, visuals, calls to action, and so on).
Since dynamic landing pages modify content in real time, you can try out ideas and implement insights much faster compared to split testing with static landing pages. Besides, by personalizing web pages to different audiences, you gain more accurate data as to what works best for each customer segment.
Personalized Landing Page Examples
Sleeknote
Sleeknote’s dynamic landing page modifies the headline based on the visitor’s search query. For example, if you enter “Website Pop-Up” and “Shopify Pop-Up,” the copy changes.
The version for “Shopify Pop-up” looks like this:
Screenshot taken on Sleeknote
Meanwhile, the dynamic landing page for the keyword “Website pop-up” welcomes visitors in the following way:
Screenshot taken on Sleeknote
Spotify
The digital music service dynamically adjusts content on its landing pages depending on the user’s location. To illustrate the point, we’ll look at the examples designed for the citizens of the Netherlands and the United States.
The Netherlands’ personalized landing page is written in Dutch. This way, visitors can seamlessly navigate the web page and engage with the content. Besides, it displays a limited-time offer.
All pricing is reflected in Euros to help potential customers choose the best subscription plan.
The personalized landing page designated for US viewers has practically the same layout. However, the limited promotion is unavailable.
Screenshots taken on Spotify
How can you Build Personalized Landing Pages?
Creating dynamic landing pages is crucial for businesses to make a good first impression on their website visitors and successfully convert them into leads or customers. The following steps should guide you through the process and help you move from generic web pages to content that speaks directly to your target audience.
Define Your Buyer Personas
How well do you know your target market? What are their pain points? What motivates them to make a purchase? Without detailed portraits of buyer personas, businesses will struggle to tailor their marketing strategies and personalize product suggestions to meet customer demands. According to HubSpot’s research, only 65% of consumers say brands succeed in creating engaging and relevant content.
Take the time to understand your target audience. First, you should dig into data, such as website analytics, social media insights, and customer surveys, to fully grasp user demographics, buying habits, preferences, and more. After conducting thorough research, you may begin creating your buyer personas.
A buyer persona refers to a fictional character who shares the characteristics and behavior of a particular customer segment. Businesses usually have several buyer personas to gain a granular view of their target market. With comprehensive knowledge of their audience, companies can customize landing page content to engage more clients.
What if you don’t have enough customer data to define detailed buyer personas? In this case, you may turn to competitors to see who they’re catering to. Also, review industry reports from similar businesses to gather insights on their target audiences. Based on that, you can craft provisional personas and update them over time as more information becomes available.
Stick to a Specific Goal
Landing pages focus on a single purpose: to encourage visitors to take the desired action. Before creating personalized landing pages, you should precisely define the goals for each web page. Think carefully about what you want to achieve: get more people to sign up for an event, promote a product/service, or simply collect customer information. Once the goal is visible, it’s easier to plan the steps and measure progress.
Fix on the Elements for Personalization
What components of customized landing pages should be modified? It all depends on your goals and target audiences. Below, we’ll explore the key elements brands should consider when adding a personal touch.
Catchy Headlines
Impress your visitors from the get-go. Tailor headlines to match user interests or their past engagements with a brand. For example, a travel agency could show a personalized landing page with the headline, “Getaway to Paradise: Explore our Luxury Hawaii Beach Resorts,” to visitors who previously searched for tropical vacations. This relevant message shows the company really gets its audience and their unique needs.
Warm Greetings
Instead of welcoming users with a generic “Hi, there,” greet them by name. This simple but significant gesture sets the tone for a more personalized interaction and makes the visitor feel valued and recognized.
Engaging Video Content
Videos are great for piquing viewers’ interest and encouraging them to take action. Wyzowl, one of the world’s leaders in animated explainer video production, reports that 82% of consumers made a purchase decision after watching a video in 2024.
You may showcase a carousel of multimedia content relevant to what each visitor seeks. For example, visitors might appreciate watching a clip on home improvement tips, provided they have been exploring DIY solutions earlier.
Reviews and Testimonials
Social proof is perfect for building trust with potential customers. Showcasing positive feedback from users with the same interests, needs, or backgrounds can ease any concerns prospective clients may have about your service or product.
For example, a B2B software provider targeting small businesses might include testimonials or case studies of similar-sized organizations and their success stories. This approach will nudge users down the conversion funnel and drive more sales.
Call to Action
A compelling CTA is essentially the key ingredient to your dynamic page success. The wording on your buttons and links should correlate with the visitor’s current stage in the buying journey.
For example, a user exploring a fitness app for the first time might eagerly respond to a CTA phrase: “Kickstart Your Fitness Journey Today!” Conversely, a returning visitor who has checked out multiple workout plans may be encouraged by a decisive button like this: “Join Our Premium Plan for Stellar Physique.”
Monitor Consistently and Optimize
It’s essential to keep tabs on whether your personalized landing pages hit the mark. Use analytics tools to track critical metrics, such as bounce rates, click-through rates, conversions, and user engagement. With this data, you can identify performance gaps and boost landing page optimization efforts.
There’s always room for improvement, so incorporating A/B testing into your strategy is a smart move. Experimenting with different versions of a single element of your personalized landing page can help you identify the most effective changes.
Draw in More Visitors with Personalized Landing Pages
If you’re dedicated to expanding your customer base and boosting conversions, personalized landing pages are your go-to solution. They tailor content to visitor’s unique needs and preferences, creating a more immersive and relevant experience.
Tap into data analytics to figure out what makes your audience tick. Constantly tweak and refine elements of your dynamic pages. This way, you can efficiently meet your customers’ evolving needs and keep them coming back.
About the Author
Kate Parish
Kate Parish is the chief marketing officer at Onilab, a full-service eCommerce agency focused on Magento. For more than eight years, she has worked on diverse marketing strategies and activities. In her pursuit of top-notch marketing solutions, she constantly explores SEO, branding, SMM, PPC, and Magento PWA development.