Creating Dynamic Landing Pages in Shopify The Easy Way

Dynamic landing pages very well may be the single most powerful marketing tool available for your Shopify store. 

In this guide, we’ll go over absolutely everything you might want to know about Shopify dynamic landing pages. We’ll cover why they’re so effective and how you can design and publish them on your storefront.

Let’s get started!

Dynamic Landing Pages Defined

Let’s start by clarifying what a landing page is in the first place.

Whenever you make any kind of marketing effort that sends people to your store from another source, like a PPC ad or social media post, there’s always one decision that you have to make: which page do you send them to, exactly?

You could just send them to your homepage. That would be the easiest solution. But how well would that match up with the content of your ad/post? 

For example, maybe you’re using your marketing campaign to promote a particular product — in most cases, directing these visitors to your homepage would then force them to click around and jump through multiple other pages in order to get to the specific page for the product you’re promoting. So, it’s only the easiest solution for you, not necessarily for your customers. 

Another option is to direct the visitor to a more relevant page on your site. If your marketing campaign is centered around a particular product, then it only makes sense to send visitors to the page for that product rather than your homepage. 

But that’s probably not the only relevant information regarding your marketing campaign. In addition to which product you’re selling, you should also consider how you are selling it. There will often be some kind of exclusive promotional offer that’s used to entice people to click, such as a big discount, free shipping, buy-one-get-one-free, etc.

This is where landing pages come in. A landing page is a page created solely for the purpose of receiving traffic from a marketing campaign — it’s where the visitor “lands” when they click on your marketing link. 

By setting up a landing page rather than sending prospects to your homepage or an existing product page, you can speak directly to the claims made in your off-page ad or post. That means if you’re promoting an exclusive offer off your site, you can continue to promote the offer on your site as well.

Landing pages can also be used to reflect other aspects of your off-page ad or post. For example, if you have an ad featuring a customer testimonial, you could reference this testimonial again on your landing page. This creates a more seamless transition for the visitor as they move from off your site to on it. 

Another distinguishing feature of landing pages is their design. On a normal page of your website, you’ll probably want to display some sort of navigation menu that allows visitors to browse your site at their leisure. But on a landing page, every navigation option other than a CTA button is typically removed in order to keep the visitor focused and make your marketing campaign more effective. 

What Makes Dynamic Landing Pages Unique

Most landing pages are static, meaning that the exact same content is shown to everyone. But with a tool like Shogun, you’ll be able to make them more dynamic — meaning you can set it up so that different visitor segments see different variants of the page. This will make your landing pages even more relevant, which in turn will make your marketing campaigns even more effective.

In addition to PPC and social media campaigns, dynamic landing pages are also useful for influencer marketing, email marketing, and much more.

Benefits of Using Dynamic Landing Pages in Shopify

We just described how dynamic landing pages allow you to provide more relevant shopping experiences for the people who visit your store. But what does that actually mean for your bottom line?

Well, a few of the direct benefits include:

• More sales: The more steps it takes for someone to buy something on your store, the more likely it is that they’ll change their mind and just back out instead. By displaying marketing copy and product offers that are designed for the specific type of person viewing your landing page, you can reduce the amount of additional information they will feel like they need to see before they’re comfortable making a purchase, therefore increasing the odds that they’ll follow through and actually make the purchase. This is why personalization tends to raise revenue by 5 to 15%.
• Reinforced customer loyalty: Personalization also makes customers feel more understood and valued. After all, you’re not just treating them like everybody else — you’re making an effort to appeal to their specific needs, and that effort is often well appreciated. According to a 2021 survey, 60% of online consumers report that they are likely to become repeat customers after a personalized shopping experience.
• More customers: When you do something that customers like, there’s a good chance that they’ll then recommend your brand to others. Compared to companies that don’t personalize, 78% of online consumers are more likely to refer their friends and family to companies that do personalize.

Creating Dynamic Landing Pages in Shopify with Shogun

To create a dynamic landing page in Shopify with Shogun’s personalization app, just follow these steps:

• After downloading and installing Shogun’s personalization app, open it up and select the “Personalize” button in the top-right corner of the page.
• Select the “Personalize a page” option (the app also allows you to personalize templates and themes).
• Click on the “Select a page” button, then choose the landing page on your Shopify store that you would like to personalize.
• Select “Add variant”. 
• Set up the conditions for which visitors will be directed to this variant of the page — you have several different options to choose from here (more on this below).
• Click on the “Copy original” button next to your new variant, then click on the “Edit in Shopify” button. This will take you to Shopify’s built-in theme editor, where you can make all the changes you want to this variant of the page. 
• Once you’re done making your edits, review and publish the personalized experience. 

As mentioned above, there are several different types of conditions to choose from when it comes to setting up your audience segments. This gives you many options for creating dynamic landing pages for your marketing campaigns, such as:

• Location: You can use this condition to target a specific country, region, or city. For example, maybe your landing page is promoting a collection of clothing and accessories for summer. Of course, summer is hotter in certain places than others. So you could use personalization to promote items like swimwear and tank tops to visitors located in areas with hot summers while using the same space to promote items like shirts and light pants in areas with relatively cool summers. 
• Referrer: This condition allows you to create a personalized experience for visitors coming from a specific domain. Where a visitor is coming from can tell you a lot about them, and you can use this information to provide a better shopping experience on your landing page (e.g., traffic from TikTok could be shown a version of the page that is designed to appeal to a younger demographic, while traffic from Facebook can be shown a version that’s designed to appear to an older demographic).
• URL: You can also set up a version of your dynamic landing page that is only displayed when the page’s URL has a certain suffix appended to it. This is especially helpful for influencer marketing campaigns, as you’ll be able to connect your personalized experience to the UTM tag that’s associated with your campaign.
• Returning visitors: If someone visits your landing once and then returns later, this indicates they’re considering taking you up on your promotional offer but haven’t yet been able to make the decision. You may want to feature some additional incentive on the version of your landing page targeting this type of visitor, such as a bonus gift or an even deeper discount, to help convince them to pull the trigger.  

It’s worth noting that Shogun allows you to mix and match different conditions together in one audience segment. For example, you could create a version of your landing page that is only shown to visitors who are located in a certain area and are coming from a certain URL (when you create a segment with multiple conditions, you’ll be able to determine whether all of the conditions or only one condition must be met in order for the visitor to be included). 

Also, Shogun’s personalization app has an “Audiences” section, where you can create any audience segments that you plan to use in multiple personalized experiences. These saved segments can be added to a personalized experience with just a couple clicks.

Best Practices for Dynamic Landing Page Design

You now know the technical process of how to set up a dynamic landing page with Shogun — but if you’re not used to this marketing technique, you might still feel like you could use a little guidance on running a campaign with a dynamic landing page yourself. 

To make sure you’re on the right track, ask yourself the following questions as you work on the page:

• What is your goal? Before you design a single element or write one word for your landing page, confirm that you fully understand your goal in the first place. Are you going directly for more sales, or is your goal some secondary metric such as newsletter signups or promoting brand awareness? This should be the main focus of the page. And we recommend sticking to just one goal, as this will help you hold the visitor’s attention.
• Where is your audience coming from? Think about the sources of traffic that might end up sending visitors to your dynamic landing page, and imagine all the different types of potential customers who might come from those sources. This will help you decide how many page variants it makes sense to make. The more granular you can get with your referral source targeting, the more likely you are to impact your conversion rates.
• Does the content on the page match visitor expectations? The content on your landing page should be closely aligned to visitor expectations. Consider the climate, language and cultural aspects when creating variants based on visitor location.
• Is there anything else that might distract the visitor from converting? In addition to unnecessary words, you should also remove any unnecessary design elements from the page. Get rid of your usual header menu and footer links, as well as any other way to leave the page apart from your CTA button. 
• Does your CTA button match the audience? Consider whether a custom CTA button is worth adding for certain segments where it’s more closely matching their expectations. This is especially important for marketing campaigns and location segmentation. Remember, the CTA button is one of the largest conversion rate impacters on your landing pages.

With this checklist and Shogun’s personalization app, you have everything you need to design the perfect dynamic landing page for your Shopify store.