One key advantage of using landing pages for your online search engine marketing campaigns is the ability to add dynamic content. Technically, dynamic content is any variable page element that can be swapped out given a set of conditions, like the presence of a keyword or location information.
Using dynamic content allows you to automatically swap page elements like copy or imagery in order to add a customized look and feel to your landing page with minimal effort—no extra pages required!
The two most common applications for dynamic content are insertion, or placing a keyword directly into the headline or body copy, and substitution, which replaces content on your page if certain parameters are met.
Dynamic content can also turn a generic page into a highly-targeted, localized experience. For example, imagine you own a travel company that buys and sells theme park tickets nationwide. You know that landing pages containing elements that reference the theme parks that your visitors are searching for usually perform better than generic ones, so you set up your landing page with dynamic content tags that automatically insert the theme park’s city onto the page. You also set up substitution rules to display relevant imagery, and even testimonials from past clients who have visited local parks using your service.
Instantly, you’ve created a landing page that can provide a unique experience to each visitor, regardless of their search term. Those interested in “Orlando Theme Park Tickets” can read about your offers for Disney and Universal, while those who search for “California Theme Parks” will see content relevant to them—all from the same landing page!
You can also test both dynamic content insertion and substitution easily on your page by swapping each type out in a multivariate test, or A/B testing different substitution elements such as images, headlines, and body copy. That way, you’ll know if the presence of a search term on your page converts more visitors, or whether dynamic images are more powerful.
In this way, dynamic content is a versatile tool for delivering targeted experiences to multiple audiences by using only one landing page. Be sure to test different types of dynamic content in your landing page program, and tell us how it’s working for your online campaigns!
Have questions about using dynamic content on your landing pages? Want to share a funny landing page story with us? Post a comment in the section below and let us know!