Dynamically matching pages to your visitors

I’m often surprised at how many marketing managers aren’t aware of how easy it is to make web pages “dynamic”. I mentioned call tracking software the other day, where the telephone number shown on your website can be made to appear differently to each individual visitor. The potential for this is broad. However, any component of a website page can be matched to the data which accompanies each visitor. Think about how Google manages to serve up adverts which are tailored personally, for example. The limit is probably only your imagination – I’ve never taken an idea to a decent developer and been told that it couldn’t be done.

Here’s an example; we have an AdWords search advertiser with a product which processes many different types of material (hundreds, in fact). The advertiser asked if we could set up individual adverts for each type of material processing, to be shown against searches on that material. In other words, when somebody types in “iron processing”, they’re shown an advert with that title, whereas somebody typing in “steel processing” gets an advert with that title. This is easy to set up, and can be done even if there are hundreds of different materials.

So far, so good. But there wasn’t a separate page on the advertiser’s website for each of the hundreds of different materials, that would be silly. There’s nothing different to say for each material, it’s the same product being advertised. However, when the visitor arrives on the site from an AdWords campaign, their visit silently brings with them the search they made which triggered the advert …and that search can be inserted into the page headline. So we organised all of that. Now, although there’s only really one page, each visitor sees a different headline which reflects the material in which they’re interested.

Visitors bring with them all sorts of information, including their location, the site they came from and more. Your website developer may be able to use this, but it’ll be up to you to come up with the ideas. Have a think.

Discussion

  1. David Turner

    Hi, if the page headline is one of the elements of the overall optimisation of that page, does the page not suffer if the main element at the top of the content is not static?

  2. Chris Rand Post author

    Good point – naturally there’s a standard default headline which the search engines and anyone not coming from PPC advertising would see, although it might be a good idea to hide the page from normal view anyway.

Leave a Reply

Your email address will not be published. Required fields are marked *