If the landing page fits into the needs of visitors, many visits will end up with a targeted action. Nikolay Vengerenko, webmaster, SEO specialist and Internet marketer at Pro Traffic. Will tell you how to use dynamic content to optimize a page for narrow audience segments. He also shares step-by-step instructions for setting up content substitution through Google Tag Manager with examples.
Reading time 15 minutes
Dynamic content is the updating of titles, images, tables, and other elements depending on the user’s location, the source of the transition, and other parameters.
Such content is often used to increase
The conversion of a page that receives traffic from advertising networks. Users can be shown different content to maximize their interest.
Let’s imagine that there is a customized campaign for plastic windows. The PPC specialist decided to limit himself to one landing page and optimized the content of the ads for each group of search queries.
When users search for summer cottage windows, balcony Hong Kong Email List blocks and window sills, they see the same content. They have to scroll through the page to get to the description of the item they want.
In a highly competitive environment, the site has only a few seconds to interest the audience. If users don’t see the personalized offer right away, they can close their browser tab and continue their Google search.
Now imagine that a person is looking
For plastic windows for a country house, visits a page and sees a relevant title, picture, and a detailed description of the service. If he does not have claims to the content, the chances of performing the target action increase significantly.
Hyper-segmentation will help with this – dividing the audience into narrow segments. It is needed when the product has different uses, conditions of purchase, technical characteristics or a wide geography of sale.
Changing part of the content of the page depending on the user’s location or the source of the transition will positively affect the conversion. But only if the content is designed in such a way that small adjustments will be enough. When it comes to radically different products, changing the title and picture is not enough for personalization.
For example, the automaker has models of cars for family vacations, fishing and off-road trips. You can create one landing page, divide it into three logical blocks and write about a specific car in each of them. But it’s better to create three different landing pages so that users from narrow segments do not have to waste time on information that is irrelevant to their needs.