Dynamic landing pages deliver changeable content, optimized according to a number of factors. They are especially useful in pay-per-click campaigns, as they can be used to evaluate marketing effectiveness. This is done by adding parameters to the linking URLs which will measure the effectiveness by checking click-through rates.

Adapting landing pages, according to a fine segmentation of target groups, can lead to a higher conversion rate, because the content of the landing page will be much more relevant to the viewer.

Dynamic landing pages usually adapt according to the following factors:
•Keywords;
•Words typed into search engine;
•Click on an advertisement;
•User location;
•Time of day;
•Number of page visits.

Segmentation is key for dynamic landing pages
Landing page segmentation plays a key role and is the process of creating a series of unique landing pages for specific target groups by utilizing a segmentation analysis. Creating separate highly targeted landing pages maximizes conversion rates by presenting the product or service most relevant to the target person.

Different landing pages can be built to specifically address different groups of people according to their key motivations to search for and use a specific service or product.

Using landing pages in this way help to make you stand out from your competitors by increasing the relevancy of your service in comparison to theirs.

However knowing this isn‘t enough, there will always be questions as to which visual, which variation of content etc., will bring the highest conversion rates. As an eCommerce retailer you will always need to aim at creating the most effective, most relevant, the fastest and the most easy to use landing page ever. So, you won‘t get around testing all options available.

Testing for efficiency is the other key
Optimizely offers a really fascinating and amazingly easy to use testing tool, where you can see which variation of a site brings most results. The video below shows how this works very well.

Testing takes the guesswork out of website optimization and enables data-backed decisions that shift business conversations from “we think” to “we know.” By measuring the impact that changes have on your metrics such as sign-ups, downloads, purchases, or whatever else your goals may be, you can ensure that every change produces positive results.

Quantitative data speaks for itself. You and your co-workers may have hunches about how site visitors will respond to certain design elements. However, A/B testing allows you to show visitors two versions of the same page and let them determine the winner.
Constantly testing and optimizing your page can increase revenue, donations, leads, registrations, downloads, and user generated content, while providing teams with valuable insight about their visitors.
In the end, a dynamic landing page can be a good investment if it really increases relevancy and so leads to higher conversions.

Investing in dynamic landing pages makes a lot more sense for those eCommerce retailers who have a very broad range of products and services to offer, than for those with a smaller or closely related product portfolio. For those with a smaller product range it might suffice to test and optimize the existing landing page and improve navigation and the overall web experience.

By Anjum Siddiqi