{"id":61898,"date":"2020-03-13T00:00:00","date_gmt":"2020-03-13T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/the-pros-and-cons-of-dynamic-landing-pages\/"},"modified":"2025-09-10T04:37:55","modified_gmt":"2025-09-10T07:37:55","slug":"the-pros-and-cons-of-dynamic-landing-pages","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/the-pros-and-cons-of-dynamic-landing-pages\/","title":{"rendered":"The Pros and Cons Of Dynamic Landing Pages"},"content":{"rendered":"

Dynamic landing pages <\/strong>have the potential to increase your conversion rate. There\u2019s quite a bit of debate in the marketing world whether it\u2019s worth doing a dynamic landing page or a traditional landing page.<\/p>\n

Over 75% of marketers<\/a> believe that personalized content is important.<\/p>\n

Yet, few marketers understand how they can create personalized content.<\/p>\n

That\u2019s where a dynamic landing page comes in. They can allow you to create personalized landing pages pretty easily. There are also some drawbacks to such personalized content as well.<\/p>\n

Keep reading to see if a dynamic landing page is right for you.<\/p>\n

What Are Dynamic Landing Pages?<\/h2>\n

Let\u2019s start with the basics. A dynamic landing page is simply a way to customize content for people who click through on your campaign.<\/p>\n

Think of a typical static landing page. You\u2019ll have the same headline, picture, text, and phone number for everyone.<\/p>\n

A dynamic landing page gives you the ability to customize your content for users. In theory, this will give your prospects something a little more specific to what they\u2019re looking for. That increases the relatability of the ad, and increases your chances they\u2019ll convert.<\/p>\n

For example, let\u2019s say you have a PPC campaign for a pet store. Your main keyword is for pet stores Portland, Oregon. With a traditional landing page, you\u2019ll have one page with one headline, one image, the same ad text for every person who sees the ad.<\/p>\n

A dynamic landing page would give you the flexibility to customize your content according to interests, locations, keywords searched. In the case of the pet store PPC campaign, you can change the headline to target boxer owners, or people looking for an aquarium.<\/p>\n

Pros of Dynamic Landing Pages<\/h2>\n

The pros of having a dynamic landing page are immense, especially if you run PPC campaigns.<\/p>\n

Higher Quality Scores<\/h3>\n

For example, you\u2019re likely to see an increase in ad quality scores. This is because your ad copy can be an exact match with your ad and keywords, making your landing page relevant to Google.<\/p>\n

Google ranks ads on a scale from 1\u201310 based on several factors, your keywords, your landing page text, and ad text.<\/p>\n

If you run PPC ads, you\u2019ll know that quality scores can lower your cost per click and give your ad a higher position.<\/p>\n

With a dynamic landing page, you can make your page relevant by being able to match your landing page text to the ad and keywords automatically.<\/p>\n

Not only can you save money by having lower ad costs, you can increase your revenue through higher conversions.<\/p>\n

Higher Conversions<\/h3>\n

Think of it this way: today\u2019s consumer is sophisticated. They expect that companies will cater to their interests. Dynamic landing pages will allow you to do just that.<\/p>\n

By having content tailored to a prospect\u2019s needs, they are more likely to trust you and buy from you.<\/p>\n

People\u2019s expectations are constantly shifting, though. What draws attention one month might feel stale the next. If you aren\u2019t paying attention and updating those personalized touches, even the best dynamic page risks feeling generic all over again. Not to sound like your old high school math teacher, but consistent, granular tracking makes a difference here.<\/p>\n

Something else to keep in mind: the platforms you use can make or break your results. Some landing page builders offer only basic dynamic features, while others let you really dig in and shape each visitor\u2019s experience. If you\u2019re serious about maximizing conversions, it\u2019s probably worth spending extra time (and, yes, a little budget) to find the setup that actually fits your processes and flows with your other marketing tools.<\/p>\n

Easy to Change and Test Your Landing Pages<\/h3>\n

Another point in the pro column is that landing pages are easy to change once you have them set up. If you use an automated tool to create your landing page, making changes is simple.<\/p>\n

The easier it is to change your landing page, the easier it is to test it.<\/p>\n

Beat Your Competition<\/h3>\n

You can use dynamic landing pages to beat your competition. You can research what keywords your competition ranks for and how high they rank. Then, you can create a PPC campaign for those keywords your competition ranks for.<\/p>\n

Then you can change your landing page to include those keywords.<\/p>\n

Cons of Dynamic Landing Pages<\/h2>\n

Some people might cite cost or developer time to develop dynamic landing pages.<\/p>\n

The reality is that there are many automated tools available to create dynamic landing pages, which can quickly outweigh the costs to build one.<\/p>\n

One point against using a dynamic landing page is that it won\u2019t appear in search engines. With a static landing page, it\u2019s pretty easy for search engines to read and index the code.<\/p>\n

Dynamic landing pages use scripts that search engines typically don\u2019t index. This means that the likelihood of your landing page appearing high in organic search results is low.<\/p>\n

Given this point, you\u2019re going to have to rely on paid traffic to drive traffic if you decide to use a dynamic landing page.<\/p>\n

The big point against using dynamic landing pages is that you have to know and understand how to\u00a0create URL parameters<\/a>\u00a0and understand how they work. A URL parameter allows you to create URLs according to specific metrics, such as keywords used or the source of website traffic.<\/p>\n

You also need to know analytics work so you can track which keyword(s) and page versions are working and which ones aren\u2019t. You\u2019re going to want to track:<\/p>\n