Relevancy matters a lot these days. If your branding, message, visuals, or offer isn’t relevant to your target audience, all of your hard-earned marketing dollars are going to waste! Keeping things 100% on point with your ideal customers is a process of trial-and-error, but with the right strategy going, you’ll be able to reach and communicate with new audiences effectively, all while using some really cool technology.
You’ve heard us talk about landing pages in the past (we’re big fans, to say the least), but dynamic landing pages are another journey entirely. With a mastery of them in place, you’ll be able to reach wider audiences with far less effort.
So, what are they?
In essence, a dynamic landing page is one that can be automatically updated to maintain relevancy between different groups or audiences. Due to the time, resource, and cost constraints associated with creating dozens (even hundreds) of specifically tailored landing pages, the cons can quickly outweigh the pros, but with dynamic landing pages in place, you can customize at scale. Pretty amazing, right?
While they sound amazing all around, they might not be the right way to go for many businesses. In a recent Econsultancy article we enjoyed reading online, they break down some of the big benefits of dynamic landing pages, so you can figure out if they’re the right strategic move for you. According to the piece, there are 4 main reasons to consider them:
Relevancy to increase conversion rates
One of the main reasons to consider using dynamic landing pages is the potential to increase conversion rates. The idea is that – instead of arriving on a blanket landing page, based on a single campaign or set of keywords – the page will be customised to be even more relevant to the user’s individual needs. So, for example, if a user has searched for “dog walker” – a dynamic landing page would automatically change based on different factors such as the user’s location, e.g. “dog walkers in East London”.
What to optimise
Another benefit of dynamic landing pages is that multiple parts of the page can be optimised, not just a single element such as the headline. Of course, the headline is always an important starting point, with users naturally engaged by headlines that are succinct, self-explanatory, and in line with what they clicked on to get there.
Improving quality score
Landing page experience is one of the key components that affects Quality Score – i.e. Google’s way of rating the quality and relevance PPC campaigns. This, in turn, is what helps to determine cost per click. As a result, dynamic landing pages, which again, involves personalisation to make content more relevant, can indeed improve Quality Score. While this is not the main goal for most marketers, it is still something to note when considering setting up dynamic pages within a PPC campaign.
To enhance testing
As well as creating relevancy and higher conversion for significant campaigns, a big benefit of dynamic landing pages is that they allow marketers to execute a test and learn strategy. As well as customising elements based on search terms and location, for example, a dynamic campaign could also test things like discounts and special offers.
Do you have any experience with dynamic landing pages? We’d love to hear your thoughts!