According to the latest edition of The CMO Survey, a joint project of Deloitte, Duke University, and the American Marketing Association, the average company spends 10.2% of their budget on marketing.
That’s a significant expense. And if you’re not careful, much of that money will be wasted.
Indeed, it takes careful planning to ensure that your investment in marketing actually produces more sales. For one thing, you should be sending the traffic from each marketing campaign to a dedicated landing page rather than just your homepage. This will allow you to speak directly to the audience you’re targeting in your campaign, which should lead to a higher conversion rate.
And you can take this to the next level by making your landing pages personalized, meaning that the content or design changes depending on who lands on it. This will allow you to take an approach that’s even more targeted — and, therefore, more effective.
Below, we’ll show you exactly what we mean by reviewing personalized landing page examples for the following four use cases:
- Location
- User Demographics/Behavior
- Pay Per Click Campaigns
- Social/Influencer
Personalized your ecommerce site with ShogunShogun’s Personalization feature allows you to design different versions of your pages for each type of customer that you serve.Get started now
Location
The beauty of ecommerce is that you can sell to people all over the world rather than relying on those who happen to live in your local area. Of course, each area you sell to will have its own set of customer needs and consumer preferences, and you would be wise to account for these differences in your marketing campaigns. And if you sell internationally, you may need to account for different languages and currencies as well.
Square
Who it’s for: Square, a point-of-sale payment system, is targeting Spanish-speaking restaurant owners based in the United States with this landing page.
Why it’s effective: If you know that a large portion of your customer base speaks a foreign language, one option is to just rely on the visitor’s browser to translate your content for you — these days, just about every web browser has an AI-powered translation feature. But automatic translations are known to be fairly inaccurate, so you’ll likely be able to produce better results by manually creating a translated version of your landing page and then redirecting relevant visitors to it as Square does here.
It’s also worth noting that Square kept the currency referenced on this page as USD even though the language is Spanish, as they’re still targeting merchants based in the US. If you were to look at the version of this page for visitors in Spain, you would notice that the language is still Spanish but the currency is listed in euros instead (among other differences). With personalization, you can mix and match all kinds of different details to target whatever group you want, no matter how specific it may be.
Airbnb
Who it’s for: This landing page is targeting people who are considering becoming hosts on Airbnb, a marketplace for vacation rentals.
Why it’s effective: Rather than just reviewing the general benefits of listing a property on Airbnb, this landing page makes a more compelling case by showing exactly how much money Airbnb hosts are making in the visitor’s area.
Also, take note of how Airbnb’s usual navigation bar at the top of the page has been replaced with a single CTA button — this is a common design practice for landing pages, as removing navigation options keeps the visitor focused on whatever action it is that you want them to take for your campaign.
How to make your own
It’s easy to make your own location-based landing pages with Shogun. To demonstrate how, let’s imagine that you run a haircare store, and you want to use the most prominent space on your landing page to promote moisturizing products to visitors in dry areas while using the same space to promote anti-frizz products to visitors in humid areas. In that case, all you would need to do is follow these steps:
- Go to the “Pages” section of the Shogun app and select the page that you would like to customize — this will open the page in Shogun’s visual editor.
- Click on the “Personalization” button located near the top-right corner of your screen.
- Select “Turn on personalization”.
- In the “Segment shoppers by:” section of the personalization settings, select “Location”, then configure the settings for the location you want to target. You can target countries (e.g., the United States), regions (e.g., California), or cities (e.g., Los Angeles). Also, you can cover multiple locations in the same segment.
- Each time you create an audience segment, a new variant of the page will pop up in the visual editor. Use Shogun’s design tools to customize each variant as needed.
- Once you’ve made all the necessary edits to each variant, save your changes and publish the personalized experience.
User Demographics/Behavior
Two visitors may be located in the same country, region, city, or even neighborhood and still have dozens of differences between them. They may be of different genders, ages, income levels, etc. Another key difference is the amount of exposure they have to your brand — the best marketing approach for someone who has never heard of you before will be different than the best approach for your most loyal, long-time customers. Overall, the number of buyer profiles you could potentially target is nearly endless.
Row House
Who it’s for: First-time customers of Row House, a fitness studio that focuses on rowing-based exercises.
Why it’s effective: By offering to provide the first class at absolutely no cost, Row House gives visitors a good reason to take the next step and actually try out their service. Of course, once the visitor has reached that point, there’s a good chance they’ll then keep using the service and become paying customers. This landing page must be targeted to people who haven’t yet been converted into customers, as the offer wouldn’t make any sense for those who are already taking classes.
Ridge
Who it’s for: Ridge, a brand of slim, minimalist wallets and accessories, is targeting female customers with this landing page.
Why it’s effective: With selling points that are directly addressing women (e.g., “Every Girl’s New Wallet Obsession”, “ensuring a stylish look even when worn with yoga pants”), Ridge’s landing page is more persuasive for this particular demographic than a one-size-fits-all general landing page would be.
How to make your own
You can use the same process described above for creating a location-based landing page to create a landing page based on user behavior or demographics — the only difference is that you would need to choose another type of condition for your audience segment.
Shogun’s integration with Klaviyo is particularly useful in this case. You can use the customer data you’ve collected and organized in Klaviyo to create audience segments in Shogun, allowing you to set up personalized experiences based on the demographic details of certain customers, how many orders a customer has placed on your store, how frequently someone shops at your store, etc.
Pay Per Click Campaigns
Landing pages are especially important for PPC campaigns, as they will help you get a bigger return on the investment that you’re putting into every click. And as mentioned above, personalization will make your landing pages more effective at converting visitors into customers, so you can squeeze even more value out of your PPC campaigns.
HexClad
Who it’s for: The cookware brand HexClad is using this landing page to target those who have been offered $300 off plus free shipping.
Why it’s effective: HexClad uses a banner as well as an alternate version of their featured image to remind visitors about the $300 promotion that drew them to the page in the first place, making it more likely that they will take advantage of the offer and purchase the product.
Hostage Tape
Who it’s for: Hostage Tape, a brand of anti-snoring mouth tape and nose strips, uses this landing page for a buy-one-get-one-free offer.
Why it’s effective: This is another helpful example of how you can remove your site’s standard navigation bar on a landing page in order to help keep the visitor focused on the conversion action.
How to make your own
For this use case, you will first need to create a UTM tag for your PPC campaign. The next step is to make sure you add this UTM tag to the links that you put in your ads. You can then select the “Referrer” condition when creating your audience segment and plug in your campaign’s UTM tag — that way, the new custom variant will only be shown to traffic from your campaign, while visitors from any other source will still see the original version of the page.
Social/Influencer
Roughly 5.2 billion people are active on at least one social media platform – that’s over 60% of the world population. If you’re not reaching out to these userbases, then you’re likely missing out on many potential customers.
The transition from a social media platform to your site can be particularly jarring, though. Many of these platforms are based on images and video, while your online store likely features a lot of text. With personalized landing pages, you can present these visitors with an alternate version of your site that matches their preferences by making your visual content more prominent.
This technique is especially useful for influencer marketing campaigns. Such campaigns will allow you to earn a valuable endorsement and expose your brand to an entirely new group of people at the same time. By creating a custom landing page that depicts the influencer enjoying your product or talking up its benefits, you’ll be able to turn even more of their followers into yours.
Viome
Who it’s for: Potential customers of Viome’s gut intelligence test.
Why it’s effective: Most marketing copy is written from a third-person perspective. Instead, this landing page is written in a first-person blog format, which is sure to connect with visitors who are used to a more narrative-driven style of content on their social media channels.
Versace
Who it’s for: Visitors who have been drawn to the site of the luxury brand Versace by an ad campaign featuring pop star Dua Lipa.
Why it’s effective: In addition to her music career, with nearly 90 million followers Lipa is notable for having one of the most popular accounts on Instagram — this collaboration certainly sent a good number of potential customers Versace’s way.
Also, the landing page features not just items that Lipa had a hand in designing, but also links to Versace’s entire women’s collection to help increase the visitor’s order value as much as possible.
While only the biggest companies will be able to pull off influencer marketing campaigns of this magnitude, you very well may be able to see similar results on a smaller scale by collaborating with content creators in your industry.
How to make your own
As with a landing page for PPC ads, the first step to making a landing page personalized for social media traffic is to create a UTM tag for the campaign. For an influencer marketing campaign, you must provide the influencer with a URL that’s appended with this UTM tag that they can use to link back from their post to your site. Then just use the UTM tag to create an audience segment in Shogun, customize the new page variant as needed, and you’re good to go.
Personalized your ecommerce site with ShogunShogun’s Personalization feature allows you to design different versions of your pages for each type of customer that you serve.Get started now
