Personalize your messaging and improve conversion rates by creating dynamic landing pages. Here are six examples of real-life dynamic landing pages to inspire you—plus, dynamic landing page templates to help you get started today.
The more relevant you can make your website to individual visitors, the more likely they are to take the next step and convert into leads, subscribers, and customers.
But, how can you make sure your website and copy are relevant to everyone in your target audience? Simple. You create dynamic landing pages.
The messaging on such a landing page changes depending on different variables. Things like:
A visitor’s location
Search terms they used to find your site
The stage of your funnel they’re in
This personalizes your message, helping you speak directly to your audience—ultimately increasing the odds of conversion.
Intrigued? In this guide, we’ll show how to create such a landing page alongside six dynamic landing page examples. We’ve also got landing page templates that you can add dynamic elements into to get you going.
What is a dynamic landing page?
A dynamic landing page is a type of landing page that shows different messaging (text, headline, or call-to-action) to different people. Essentially, the messaging changes based on a visitor’s location and the keywords used in their search query.
If a visitor types in “email marketing software for small business,” a dynamic landing page can show that keyword in its headline. But if another visitor searches for “email marketing tool,” they’ll see the same landing page except its headline text will change to reflect the different keyword.
It doesn’t need to be just keyword-related changes, though. A landing page can adjust dynamically according to a whole host of things (which we’ll get into later in this guide).
Dynamic landing page best practices
When creating dynamic landing pages, keep the following three things in mind:
Pay attention to page design. If your landing page isn’t designed to hold visitors’ attention, people landing on it may leave it even before reading your relevant messaging. And while you’re at it, optimize your landing page for mobile so you don’t miss out on offering relevant messaging to mobile users.
Don’t overdo it with keywords. Sure, keywords are essential for optimizing a dynamic landing page in the first place. But stuffing the rest of the body text with keywords is a surefire way to lose visitors.
Keep A/B testing your page. Test things like discounts and special offers to learn how well people from different locations respond to different variables.
You can easily create A/B split-tests for any campaign type (popups, landing pages, etc.) in ConvertFlow. Just duplicate your original variant, edit the creative, and track the conversion data in one place:
Our PPC landing page for the head term “popups” turns up a dynamic page based on the exact keyword a searcher uses.
For example, for someone looking for Shopify popups, the following messaging turns up:
On the other hand, if someone searches for "popup software," they’ll see the same URL with the text at the top changing to reflect the search terms:
Note that there’s only one difference in the landing page—that of the text above the headline. But it can make a significant difference because a visitor sees instant congruency between what they searched for and the page they're seeing.
It no doubt plays a big part in why this page currently converts cold traffic at over 25% into account signups:
In contrast, a landing page using the same text “popup software” would’ve required a visitor to further search whether the tool could help them create popups for their Shopify store. This translates to more work on a prospect’s end, reducing the odds of conversion.
You can personalize the text content on ConvertFlow landing pages (or any other campaign type) using merge tags.
These tags display data held on a visitor in ConvertFlow or in a connected integration (like Shopify cart data). In the case of the above page example, a merge tag displaying content passed over in the URL parameters is used:
Livestorm uses a landing page that changes based on whether a site visitor is using their free account or not.
The home page features a “sign up for free” call-to-action button:
But, this is only for those who haven’t signed up for the tool yet (AKA unidentified visitors).
For a visitor who’s already a freemium user, the CTA button message changes to “Upgrade now”—therefore, speaking directly to the person. Talk about being relevant to encourage conversion!
Create personalized experiences for your website visitors using ConvertFlow's visitor segments. Just build a segment for the different stages of your funnel, and create embedded CTAs aimed at each segment:
What’s more, ConvertFlow’s demo scheduling page uses a dynamic page. Here’s what the page looks like to start:
As a prospect enters their information, the dynamic nature of the page shows with the headline changing to show the person's name:
But that’s not all. The landing page keeps changing by taking a visitor down different paths according to the information entered.
If someone indicates they work at an agency, they'll be asked about the number of clients they're thinking of using ConvertFlow with before being directed to book a demo of our Partner Program:
Non-agency prospects get segmented even further.
If you select a lower traffic tier, we'll align you with getting a demo of our Pro or Teams plans. But select a higher traffic tier and you'll be invited to book a demo with the more relevant Business Plan in mind:
This on-page segmentation is a great way to help people get to the right place quicker and a find a solution to their problems sooner.
You can build landing page funnels that take visitors on multiple paths like this using conditional actions in ConvertFlow. There's a whole range of conditions and actions that can be used to send people to different campaign steps and URLs every time a button is clicked:
This example comes from Dropps. Like Function of Beauty, Dropps captures a site visitor’s interest with its product recommendation quiz.
The dynamic element comes from using the quiz answers themselves to display personalized content to the visitor.
In this case, Dropps is helping people find the right laundry products from its catalog:
Personalization comes into play as soon as a prospect takes the quiz and the page directs them to a different page to share customized product recommendations:
This makes shopping easy for prospects since they know exactly what to buy, helping overcome choice paralysis.
Dropps used ConvertFlow to build this quiz and chose to send people to different URLs for the results. But, another way is to dynamically show results while still on the same quiz page URL—meaning visitors see the results without having to wait for new pages to load 🙌
Dynamic landing page templates
Ready to create dynamic landing pages for yourself? Here are a bunch of templates from ConvertFlow’s template library to get you started.
Remember to customize the template according to your visual brand identity and replace the placeholder text. After that, you’re all ready to go.
Masooma is a B2B writer for SaaS who has worked with awesome publications like Hootsuite, Vimeo, Trello, Sendinblue, and Databox among others. You’ll usually find her writing in-depth content, making to-do lists, or reading a fantasy novel.
Explore more campaigns
Get more inspiration from examples of other popular conversion marketing campaigns