8 dynamic landing page examples and best practices

Static vs. dynamic landing pages: What’s the difference?

Most landing pages are static—they display a single message and a single set of content for visitors to experience. In other words, they’re fixed, unchanging, and consistent. 

These landing pages are the bread and butter of digital marketing. They’re incredibly common and frequently used to promote content that may broadly appeal to a wider audience. 

Static landing pages have several benefits:

• Consistency: Static LPs don’t change unless you change them. Visitors get an experience you’ve carefully fine-tuned every time they click.
• Low maintenance: Once a static LP is live, you just need to keep an eye on any PPC campaigns driving traffic. That’s it!
• Low cost: That low maintenance also generally translates into lower hosting costs. The most expensive part of running static LPs is the cost of associated ad campaigns.
• Flexibility: You can promote almost anything with a landing page and get as creative as you want with designs and layout. 

Dynamic landing pages, by comparison, change based on predetermined triggers. They also have a host of benefits:

• Personalization: Dynamic landing pages let you offer a far greater degree of personalization than a static LP ever will.
• Deep optimization: These pages are all about optimization. One landing page can be further optimized with dynamic content to reach even more specific audiences.
• Great source of data: All LPs can generate a wealth of data, but dynamic LPs give you even more metrics and behaviors to track for further customization. 
• Flexibility: Whether you’re targeting different segments of your audience or responding to changing market trends, dynamic pages can adapt like chameleons.

It’s important to remember that static landing pages are just as important as dynamic pages. This isn’t an either/or situation—what you use will depend on your needs and what you’re trying to accomplish.

Using dynamic landing pages for PPC vs SEO

Dynamic landing pages are a match made in heaven for both PPC and SEO tactics. 

Think about it:

Both PPC and SEO rely on careful keyword selection.

But how you deploy these pages for either strategy requires a bit more thought and consideration. Here’s why.

Why are dynamic landing pages good for PPC?

The more specific a PPC campaign can be, the better the results. Crafting individual landing pages that zero in on an offer, message, or keyword is part and parcel of continued success. 

But crafting those messages is tedious, and you’d need to run countless different landing pages simultaneously, each paired with a specific PPC campaign. Dynamic LPs are a great way around this. They can be used to craft a single core landing page and highlight the information that should be replaced according to certain triggers. 

From there, you only need to set up your PPC campaigns to drive users to your page. The dynamic elements will automatically change and repopulate depending on where a user is coming from. 

Dynamic landing pages for PPC are:

• Highly personalized, featuring relevant content that matches perfectly with a user’s search terms—in turn reducing bounce rate.
• A perfect match for audience segmentation and targeting.
• Powerful tools for ongoing CRO testing and optimization strategies, because of how they make it easier to iterate and improve on winning LP variations.

Are dynamic landing pages good for SEO?

SEO is all about tying relevant content to key search terms—so obviously, it makes perfect sense that a dynamic landing page would be a great way to support your search efforts. 

Let’s expand on this with an example about pizza (who doesn’t love pizza?): 

Say you’re a marketer helping a new pizza franchise get off the ground. They’ve got locations in and around New York, and they’re looking to make an impact with organic search because resources are limited right now. 

Now, the old-school approach would be to focus on highly relevant keywords and generate content around them—”pizza restaurants in new york,” “pizza places in brooklyn,” “new jersey pizza”—you get the idea. 

To make an impact, though, you’d probably have to create a bunch of blogs that each focus on a specific term to see any kind of movement, and that alone is a big ask.

A dynamic landing page, though, lets you swap out terms on a single, compelling piece of content to make sure you’re maximizing your reach and your efforts. It’ll keep the content fresh, and let you focus on making a splash quickly. 

Of course, the pros of dynamic content do come with risks to be aware of, specifically around SEO and Google’s guidelines. To highlight the primary concerns:

• Cloaking: This risk arises when the content shown to search engine bots differs from what is displayed to users. This practice can potentially mislead bots about the content on your page, which is against Google’s guidelines.
• Content duplication: Dynamic content can create multiple pages that appear identical or similar to search engines, which can dilute your site’s perceived content quality.
• Keyword cannibalization: If multiple dynamically generated pages target the same keywords, they can compete against each other in search engine rankings. This internal competition can hinder the performance of all involved pages.

Recommended reading: How to rank (and convert) with landing page SEO

8 dynamic landing page swaps to inspire your next campaign

Now that you know what dynamic landing pages are, let’s dig into some examples of what dynamic elements you can include in your next campaign.

1. Change up the CTA

CTAs are the true rockstars of any landing page—they guide your visitors on what step to take next. So it stands to reason that swapping out CTAs based on your campaign goals is a great way to introduce a dynamic element to any page. 

You’d be in good company—Campaign Monitor tried out some dynamic CTA swaps on some of their landing pages and saw some pretty incredible results, boosting conversion to trial rates on the tools they offer by 31%. 

Recommended reading: 15 irresistible call to action examples that’ll get results

2. Swap out headlines 

A good headline can make or break a landing page.

They must grab attention and set the stage for what’s coming. Swapping the headline on a dynamic landing page is a great way to immediately change things up for a fresh audience, or to keep things seasonal for your business. This gives you space to experiment with creative vs. straightforward headlines as well.

Consider targeting different segments of your audience with different headlines, or focus on different USPs (unique selling propositions) to shake things up and see what works best.

3. Use fresh visuals

Visuals play a huge role on any landing page, giving marketers another means of guiding the overall user experience and communicating additional information. Although visuals are typically a lower priority for dynamic landing pages, there are still some compelling ways to use them. 

For example, any seasonality to your business could be reflected with tweaks to visual elements (whether it’s your branding or photos you’re highlighting) to better appeal to your customers. 

4. Focus on location

We often think of regional targeting in terms of search engine optimization, but it’s just as much a factor in PPC and thus a great fit for dynamic landing pages. 

Running location-specific events, reaching users in a specific region, or including other location-specific details is an incredible way to reach your customers, all based on their IP address. 

As an example, made-to-measure apparel company Indochino used Unbounce to create landing pages targeting users in locations where it was opening new showrooms. Simply by being location-specific, they achieved conversion rates of nearly 20%.

5. Swap out body copy

Body copy is your chance to tell your story and connect with your audience on a deeper level. 

Depending on your audience segments, you can swap it out to highlight different product features, benefits, or testimonials. 

For instance, you might focus on the durability of your products for one variation and the eco-friendly materials for another. Workshop Digital, for example, saw incredible success experimenting with dynamic text replacement to make highly relevant end user experiences.

6. Welcome returning customers

Returning customers are loyal fans—they already know and love your brand, so speak to them differently. Swapping out your messaging to acknowledge their loyalty is a no-brainer, but you can further offer exclusive deals for returning customers. 

Try out a “Welcome back!” message and a unique discount code, or recommend additional products and services that might interest them. 

7. Experiment with popups

We talked about how personalization is the name of the game in the marketing world, and nowhere is that more evident than with dynamic popups. Popups can grab attention and let you display a dynamic, changing messaging with ease—but you don’t want to overwhelm your visitors. 

The team at Hotjar experimented with Unbounce popups to try and boost trial sign-ups and saw some incredible results along the way. These dynamic popups were only seen by new visitors, not returning users, and only when the user went to exit the page in question. 

This simple dynamic element helped the Hotjar team drive over 60 new trial signups a month. The moral of the story? Don’t sleep on popups—but make sure you do them right!

8. Add dynamic information

Dynamic information refers to multiple elements that don’t fit neatly into a box. Think of in-stock inventory trackers, “time is running out” countdowns, or up-to-the-minute details on pricing and availability. 

These elements are a great way to instill a sense of urgency without leaning too heavily on alarming language. It’s much more impactful to show instead of tell, after all. Combining these features with other techniques and dynamic elements allows you to create a compelling, attention-grabbing LP in no time. 

Dynamic landing page best practices

We’ve covered a few examples of what you can accomplish via dynamic landing pages to give you a better sense of what’s possible. 

Before you build your own dynamic landing pages, though, remember these best practices.

Match your keywords and your message

No matter the use case for your dynamic landing pages, make sure that your chosen terms align with the messages on your landing page. We like to call this message match, and it’s a great way to ensure users are never thrown for a loop when the ad they click on sends them to its accompanying landing page.

Optimize design

Even with relevant keywords and content, a dynamic landing page can still struggle to grab attention and keep users engaged so they can get to the message, offer, or product you’re highlighting. It’s easy to fall into the trap of thinking that the content alone will carry users through. 

Never forget that all your best practices for a standard landing page apply to a dynamic LP, too. You want to make sure you’ve got visuals, design, and experience locked down before you start in on any dynamic elements. 

Keep it consistent

Closely related to what we said about message match, it’s vital that you maintain consistency across whatever elements are replaced on a dynamic landing page. Put simply, you want to focus on only modifying key areas—CTAs, headlines, keywords, or specific sections of copy and imagery. The more you change, the harder it is to maintain consistency between variations. 

Split-test pages for more insight

Can we coin a new phrase? ABT—always be testing. The best way to make a strong landing page is to test, refine, and test again, constantly iterating on your findings to make sure you’re always delivering the best experience possible. 

How to create dynamic landing pages 

Creating dynamic landing pages is easier than you think. Whether you’re getting started on your CRO journey or just want to review the fundamentals, we’ve got you covered.  

Here’s a high-level guide on how to whip up your dynamic landing pages—step 4 being where the magic really happens:

1. Gather your tools: Choose the right tools and platform to make your dynamic LP creation a breeze. You’ll want a platform with an intuitive interface that lets you dig into customization—like the Unbounce landing page builder, if we may be so bold.
2. Set your goals: What are you hoping to accomplish with your landing pages? Whether you’re boosting sales, capturing leads, or promoting a special offer, knowing and defining your goals at the outset will help you tailor your pages to get the best results possible.
3. Create your content: Next, collect and create everything you’d include on a landing page—headlines that demand attention, informative copy, and plenty of compelling eye candy are all must-haves. Plus, you’ll need a killer CTA to start with. 
4. Set your dynamic text replacement variables: Here’s where the rubber hits the road. Using dynamic text replacement in Unbounce, you can outline and create the parameters for what will change for visitors. You can really dig in here, too, altering your LP’s content on things like demographics, geolocation, and referral source. You could also include other dynamic features like countdown timers, personalized recommendations, or interactive forms. 
5. Fine-tune the design: The one thing you don’t want to do with dynamic landing pages is set them and forget them without paying close attention to how all those changing elements look on the page. Run through your dynamic elements and make sure they’re not throwing your beautiful designs out of whack—you don’t want a customer seeing those in the wild and bouncing from your page, after all. 
6. Test, test, test: Testing is crucial for dynamic landing pages. A/B test different page elements to see what resonates best with your audience. Experiment with variations in headlines, CTAs, and offers to find the winning combination that drives results.
7. Launch and monitor: Once your dynamic landing pages are ready to rock, it’s time to launch! Keep a close eye on performance metrics like conversion rate, bounce rate, and engagement levels. You can use this data to further tune and refine your LPs to drive even greater success.