Dynamic Landing Experiences: The Key to Marketing Campaign Performance is to Think Beyond the Landing Page

Learn how Breinify’s Dynamic Landing Experiences help brands maximize campaign effectiveness with personalized landing pages that increase customer engagement and conversions.

Have you ever clicked on an interesting ad only to arrive on a web page that doesn’t relate to the ad content, the product was sold out, or left you on a generic landing page? If so, I’m guessing your next move was up to find that little X and close out the page.

This type of disconnected experience is all too common, but it doesn’t have to be. The technology now exists for brands to provide every web page visitor a personalized experience that makes them more likely to act and buy. At Breinify, we call this capability Dynamic Landing Experiences.

In this post we’ll explain:

• What Dynamic Landing Experiences are
• The challenges with using static landing pages or generic web pages
• How Breinify Dynamic Landing Experiences work
• Benefits over older landing page experiences
• A real world customer example

What are Dynamic Landing Experiences?

Many brands and businesses link to specific landing pages from their email campaigns, ad campaigns, and/or social media promotions in order to create continuity between the source campaign content and the web page that’s providing more information. While the landing page selected typically varies for each campaign, these pages are usually still static landing pages that deliver the same content to every visitor who clicks on the link in the campaign.

Breinify’s Dynamic Landing Experiences allows marketers to easily make these experiences unique and contextual, delivering meaningful content to every visitor. Upon clicking, sections or entire pages can be automatically personalized in real-time based on observed customer behavior, preferences, and context. With Dynamic Landing Experiences, page layouts, offers, and recommendations are intelligently adapted to align with each visitor’s unique journey.  This leads to increased engagement and conversions.

Rather than static, these pages are dynamic, responsive, and ever-changing, without requiring extra work or long IT deployments.

The Challenges Brands Face with Static Landing Pages

To understand the need for Dynamic Landing Experiences, let’s look at how brands handle landing pages today. When brands set up campaigns with links, they typically have two options when choosing a landing page to use for the campaign:

1. Linking to an existing page from the brand’s website, such as a category page, product page, or even the homepage
2. Creating a new, campaign-specific landing page that’s separate from the brand’s website (often created with landing page software or a marketing cloud tool).

Both approaches come with continuity challenges.

When linking to an existing web page that’s part of the brand’s core website, the challenge is maintaining the context from the campaign.  

These pages are evergreen and will often have multiple campaigns pointed at them. So, it is nearly impossible to set them up to perpetuate the exact same experience that the shopper just had within another channel.

When brands do try to set these pages up for contextual continuity, they quickly run into page bloat, implementing many different banners and slider components in the hopes of addressing every page visitor. This creates slow, cluttered pages, and ruins the experience for customers who arrive onto the page organically and not from a marketing campaign.

When linking to a new, unique landing page that’s specific to the campaign, the challenges both managing and maintaining the dozens of pages needed for all of the campaigns AND tying the experience back to the core website customer journey.

Typically, campaign landing pages are completely separate from the brand’s core website, meaning that any messaging and product or content recommendations from the main site that brand marketers were hoping to pass through to their campaigns have to be re-created manually each time.

Under this approach, brands have to build and manage a lot of different pages — each featuring a different set of products, offers, and informational content to match a particular customer group — and constantly ensure that each campaign is linked to the right page to provide the shopper with a congruent experience.  Plus, these elements are usually static and don’t respond to the unique preferences of each user.

As you can imagine, constantly trying to manage the creation and updating of potentially dozens, or even hundreds, of static landing pages quickly becomes unwieldy and expensive — and, even after all of that additional effort and expense, this type of manual approach can never match the personalization granularity that’s achievable with a dynamic landing page.

In either of the above two scenarios, brands often end up with an experience that is mediocre that lacks actionable insights, right when someone is most excited or interested in your brand.

How do Dynamic Landing Experiences Work?

With Breinify’s Dynamic Landing Experiences, brands can create responsive and dynamic landing experiences that maintain the context of the campaign click, enable personalized products, offers, promotions, and layouts, and enable more strategic testing across campaign strategies and business goals. This allows brands to serve up literally thousands of combinations of tailored customer experiences while managing only a single landing page or modifying an existing page.

To better understand the impact of Dynamic Landing Experiences, it may be helpful to look at an example. Let’s say a sporting goods retailer runs a paid ad campaign targeting weekend hikers. In this scenario, upon clicking on the ad, an interested shopper would be taken to an existing category page of hiking gear  — an experience that may indeed be in line with the overall theme of the ad, but not tailored to the individual shopper’s circumstances.

Using Breinify’s Dynamic Landing Experiences capability, on the other hand, the category page would be adjusted in real-time to show:

• Cross Channel Continuity with a Campaign Banner matching the graphics of the ad, would be automatically added to the top of the category page.
• Dynamic sub categories for additional related categories like camping or water sports would automatically be elevated in the navigation, even adjusting to the historic purchase and browsing behavior of the user.
• Personalized offers based on the shopper’s location and weather data, such as 10% off rain gear if the forecast predicts upcoming showers, would be selected from a set of existing promotions and presented to the user, optimizing the offer for each person.
• Dynamic product recommendations, such as this week’s top-selling hiking boots, top-rated backpacks, and water bottles that are popular among weekend adventures.
• Adaptable layouts, such as surfacing beginner hiking tips in between product recommendations if the shopper had previously browsed entry-level gear.

In this case, Dynamic Landing Experiences create a unique experience for each shopper, using the existing category page the brand already has.  

The Benefits of Dynamic Landing Experiences

The benefits of Dynamic Landing Experiences are numerous for online retailers and grocery purveyors, as well as for CPG and direct-to-consumer (DTC) brands:

• Increased Conversions: By delivering highly relevant content and offers, Dynamic Landing Experiences improve click-through rates, form submissions, and purchases.
• Better Customer Engagement: Dynamic Landing Experiences keep visitors on your site longer by providing a tailored and engaging experience from the start.
• Greater Campaign Performance: With Dynamic Landing Experiences, your landing pages are better aligned with your campaign messaging, reducing bounce rates and drop-offs while increasing SEO impact.
• Simplified Personalization: Marketers gain control over creating, testing, and iterating Dynamic Landing Experiences without needing complex page structures or IT resources.
  Accelerated Time-to-Value: Personalized Dynamic Landing Experiences can be set up and tested in days, not months, reducing the time it takes to optimize marketing campaigns.

An additional benefit of Breinify’s Dynamic Landing Experiences is that the intelligent AI model learns more and more about customer content preferences and behaviors over time, further improving the relevance of landing page iterations and reducing the onus on brand teams to perform manual content curation.

Dynamic Landing Experiences in Action: CosmoProf

Breinify is among the only personalization platforms offering truly dynamic landing experiences to clients. This is one of the reasons why CosmoProf, a leading distributor of professional beauty products and brands, chose to work with Breinify to improve the relevance and effectiveness of its email campaigns.

Serving multiple customer groups with differing interests and needs — including beauty salon owners, wholesale beauty buyers, and end consumers — CosmoProf needed a better way to personalize its website to match the promotions being provided in its CRM email programs. This involves adding evergreen content banners to the company homepage but only upon an email redirect, increasing conversion of email based traffic for the retailer.