Excited, you tell your team to check it out, and they each search Google individually.

However, when they click on the ad, they don’t see the same name or photo. Instead, they see different marketers participating in the conference, each one specializing in areas relevant to your team members.

So, what happened?

This isn’t a bait-and-switch tactic. The company selling the event tickets used dynamic landing pages.

Dynamic landing pages are exactly what they sound like—pages that visitors see after clicking on a Google ad or search result, which change based on the visitor’s data, time, location, or other factors. This means each visitor sees a unique landing page, tailored to create a personalized experience designed to encourage conversion. The best part? You can use dynamic landing pages for your business, too. You just need to know how.

If you’d like to speak to one of our members about dynamic landing pages, contact us at 860-415-0340.

A typical landing page is static. The text, graphics, videos, and other elements remain the same for every visitor. Regardless of how many different ads lead to the landing page, the content will be identical for everyone.

This traditional approach to constructing landing pages can be effective in some situations, but it has its limitations. If you’re trying to market to a variety of personalities, dynamic landing pages can target them more effectively.

Dynamic landing pages change based on who is viewing them, allowing them to appeal to a broader audience. For example, the landing page host might analyze data associated with your online behavior, identify your interest in a specific marketer, and display a photo of that personality. For your colleagues, the host might recognize their preferences for different marketers, different marketing specializations, or — in some cases — no specific data at all, resulting in different pages when they click.

Dynamic landing pages use a combination of specialized code and data-mining capabilities to recognize and respond to individual interests. With the right knowledge and effort, any company can create these pages to better target and convert site visitors.

When creating your dynamic landing pages, it’s crucial to consider optimization. Every page on your site should be optimized, and dynamic pages need streamlined, efficient code to perform at their best.

The headline is typically the first thing a viewer notices, so it’s vital to use keywords that resonate with them. By incorporating specific words or phrases based on the viewer, you can communicate more directly with them than you could with general and inclusive language. The more specific you are, the more you’ll stand out to your customers.

The body of your page should include the text, graphics, or interactive elements that will encourage conversions. Like the headline, the body must be highly relevant to a specific visitor or visitor persona. This relevance shows potential customers that you understand them even before they sign up. Creating a compelling body that demonstrates this understanding is a significant step in winning them over.

Once visitors are on the page, you want to ensure they become customers. Your call to action is another chance to use keywords and phrases that will resonate with a particular customer persona, making them more likely to take the desired action. Whether you want them to start shopping or contact you for a quote, the call to action at the bottom of your page is where you can drive that behavior.

In addition to optimization, there are several best practices to keep in mind when designing new dynamic landing pages. These practices are also beneficial when used alongside PPC and SEO strategies.

Like any landing page, you want to attract visitors to your site and captivate them with your content. Every second they spend on your site increases the chance they’ll become a customer. Therefore, keeping them engaged can be the difference between a conversion and a loss.

The easier it is for visitors to convert after reading your dynamic landing page, the more likely they’ll be to do so. After publishing your page, monitor its performance to see how well it converts. Use this data to optimize its conversion rate for even greater success in the future.

By following these best practices, you create not just a part of your website, but a page that actively contributes to your business’s growth.

If you’re too busy with other marketing efforts, we understand. That’s why our agency specializes in creating dynamic landing pages for clients of any size, helping you attract more site visitors and achieve higher conversion rates. With our team of experienced marketers and a range of proven methods, we have the expertise and practical knowledge to deliver the results you want.

Do you want more customers? Contact us today to start working on your dynamic landing pages!